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  • How B2B Customers Like to Get Their Information

    B2B Marketer   March 3, 2021  

    A new report explores the “consumption gap,” or the time between when content is requested and the moment it’s opened for consumption, and how this varies according to job title. As B2B buyers become even more elusive, it’s incumbent upon marketers to distribute their content more strategically and strengthen their measurement efforts.

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  • Marketers Fuel the Inside Track for Outbound Calls

    B2B Marketer   February 17, 2021  

    Marketers stress that outbound calls should cater to specific accounts, personas, and/or industries, and they should be integrated within the cadence of email campaigns so that every call is highly relevant. “Spray and pray” has run its course.

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  • B2B Marketers Embark on Homeric Journey

    B2B Marketer   February 3, 2021  

    Jonathan Copulsky, senior lecturer of marketing at Northwestern University and co-author of an upcoming book on business transformation, says moving to a digital-first strategy requires B2B marketers to employ perpetual change — and realize that success has no finish line.

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  • How a Consulting Firm Adopted ABM

    Event Recaps   January 26, 2021  

    The consulting firm West Monroe shared its experience adopting ABM, providing an overview of the methodology and an example of a hypothetical customer journey.

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  • How a Consulting Firm Adopted ABM

    Session Videos   January 26, 2021  

    In this video, the consulting firm West Monroe shared its experience adopting ABM, providing an overview of the methodology and an example of a hypothetical customer journey.

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  • Mastercard

    Multicultural Excellence Awards   January 15, 2021  

    For many trans and nonbinary individuals, the name displayed on the front of their cards represents someone they’re not. In order to address this key pain point, Mastercard created the True Name card.

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  • Showing the Love for Small Businesses

    ANA Magazine   January 8, 2021  

    Mailchimp's latest ad campaign draws on classic animation to help its small business customers build big ideas. Michael Mitchell, director of brand marketing at Mailchimp, calls the campaign a "love letter" to entrepreneurs making their way through the pandemic.

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  • Can a Pivot to Digital Bring Sales and Marketing into Better Alignment?

    B2B Marketer   January 6, 2021  

    B2B marketers have made little progress in tackling some chronic problems (read: sales-and-marketing alignment) and cultivating digital revenue streams. Could the increase in digital adoption caused by the pandemic help clear some of the logjams and spur an online-first strategy once and for all?

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  • Owning Game-Changing Subcategories, the Only Way to Grow

    Webinars   January 6, 2021  

    In this webinar, learn why the only way to grow (with rare exceptions) is with “must-haves” defining game-changing subcategories with a new or markedly superior customer experiences or brand relationship, an exemplar brand that positions the subcategory, and barriers to competitors.

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  • Despite Cutbacks, CMOs Remain More Optimistic than CEOs

    B2B Marketer   December 16, 2020  

    B2B CMOs are much more hopeful about the post-COVID economy than their CEOs, says a recent survey. Cockeyed optimism? More like a sense that the pandemic presents marketers with an opportunity to demonstrate their value to the C-suite and drive better business results.

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  • Facing a Sea of Unknowns, Marketers Brace for 2021

    B2B Marketer   December 2, 2020  

    As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 — and most likely beyond — to steel them for the future.

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  • Some B2B Brands Are Going All-in On Digital Advertising

    B2B Marketer   November 25, 2020  

    With lower-than-average CPMs, B2B companies are turning to digital advertising to combat the decline in their traditional marketing channels. This reallocation doesn’t equate dollar for dollar, but there has been enough of a budget shift to drive substantial growth via paid digital channels.

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  • B2B Email Marketer Speakeasy — Straight Talk and Insider Tips for 2021 Success

    Webinars   November 19, 2020  

    After a distracting and chaotic year for consumer marketers and retailers, many lessons have been learned. In this webinar, refocus and learn how to tighten up your prospecting, lead nurturing, and customer conversion funnels plus leverage marketing automation and email at every step of the way.

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  • The Three Minute Rule

    Event Recaps   November 18, 2020  

    Author Brand Pinvidic shared tips from his book, The 3-Minute Rule, on how to improve business-to-business sales pitches.

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  • Doubling Down on Digital

    Session Videos   November 18, 2020  

    In this video, Dean Nicolls, VP of global marketing at Jumio, and Ted Kohnen, CEO at Retina Communications, discussed how brands can make online advertising work in the business-to-business space.

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  • Doubling Down on Digital

    Event Recaps   November 18, 2020  

    Dean Nicolls, VP of global marketing at Jumio, and Ted Kohnen, CEO at Retina Communications, discussed how brands can make online advertising work in the business-to-business space.

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  • Let the Brand Be Your Guide in the Move to Digital

    Event Recaps   November 18, 2020  

    Sarah Hocking, brand experience associate director at Grant Thornton, discussed why it’s important for business-to-business firms to keep the focus on the brand in the digital space.

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  • The Three Minute Rule

    Session Videos   November 18, 2020  

    In this video, author Brand Pinvidic shared tips from his book, The 3-Minute Rule, on how to improve business-to-business sales pitches.

    view
  • What You (Really) Need to Know About B2B Intent Data

    Event Recaps   November 18, 2020  

    Experts discussed the changing B2B landscape.

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  • Let the Brand Be Your Guide in the Move to Digital

    Session Videos   November 18, 2020  

    In this video, Sarah Hocking, brand experience associate director at Grant Thornton, discussed why it’s important for business-to-business firms to keep the focus on the brand in the digital space.

    view

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