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  • Next-Gen Attention Metrics for B2B Marketers

    Knowledge Partners   June 2, 2023  

    Attention metrics offer a powerful solution to the biggest challenge B2B marketers face today: the absence of effective media metrics.

  • Are B2B Brands Out of Touch with Younger Buyers?

    B2B Marketer   May 24, 2023  

    Compared to older buyers (read: baby boomers and gen Xers), gen Zers rely less on vendors and more on independent sources of information. To get in front of buyers doing their own research, B2B marketers need to devote more resources toward improving how their company shows up in search and amplifying positive mentions and ratings in analysts' reports.

  • The Content-Driven ABM Strategy: How to Use Research-Backed Content to Fill the Pipeline

    Event Recaps   May 17, 2023  

    Andy Crestodina, co-founder of and CMO at Orbit Media, shared the seven-step process for developing and managing an ABM strategy that his team used to capture higher-value prospects and generate more revenue for the business.

  • The Content-Driven ABM Strategy: How to Use Research-Backed Content to Fill the Pipeline

    Conference Session Videos   May 17, 2023  

    In this video, Andy Crestodina, co-founder of and CMO at Orbit Media, shared the seven-step process for developing and managing an ABM strategy that his team used to capture higher-value prospects and generate more revenue for the business.

  • How SurveyMonkey Convinced Business Owners to Give Customers What They Want

    REGGIE Awards   May 11, 2023  

    SurveyMonkey created a brand awareness campaign leveraging CTV, digital, social, podcast integrations, and influencers to encourage business leaders to listen to their customers.

  • How to View B2B Customers Through a More Nuanced Lens

    B2B Marketer   May 10, 2023  

    Peter Fader, a marketing professor at the Wharton School at the University of Pennsylvania, says B2B companies tend to lump too many customers and prospects together and fail to see those buyers who are the most serious about establishing long-term relationships. Changing the equation requires marketers to get a better read on the definition of customer lifetime value.

  • How Retail Media Networks are Leveraging Creators to Drive Results

    Event Recaps   May 10, 2023  

    Rodney Mason, head of marketing of brand partnerships at LTK, shared how retail media networks are accelerating influencer reach and growth online and in-store to increase loyalty and expand market share among targeted shoppers while also deepening B2B relationships and enriching the shopping experience.

  • Dell Scores a Hit with the I.T. Squad

    REGGIE Awards   May 7, 2023  

    Dell earned the trust of I.T. business decision-makers by joining the conversation on Reddit with the I.T. Squad, a comedy series based on real Reddit threads.

  • Microsoft Goes into the Breach

    REGGIE Awards   May 7, 2023  

    To engage Information Security (InfoSec) professionals, Microsoft created “Into the Breach,” a video game experience where InfoSec pros step into the role of a cyber-defense analyst whose organization is under cyberattack.

  • A Radically Better Future: Creating Narratives That Inspire Change

    Webinar Rewinds   May 3, 2023  

    Learn how business leaders can gain a deeper understanding of the art and science of creating narratives that provide a clearer point of view, win trust, and yield movement in the right direction by leveraging futures thinking and strategic foresight methodologies.

  • B2B Marketers Face Increasing Pressure to Prove Their Worth

    B2B Marketer   April 26, 2023  

    A recent study coproduced by Chief Marketer and One Trust presents a bit of dichotomy for B2B firms: Although marketers are being tasked with taming their budgets, nearly 80 percent of the study's respondents said their budgets were either increasing or staying the same this year.

  • Getting the Most from Your Inside Sales Team

    Industry Insights   April 11, 2023  

    The inside sales team is not the same as it was a few years ago. The importance of field sales and the opportunity to influence buyers through one point of human contact with the customer has been declining for years, and COVID-19 accelerated that trend. Three trends are driving significant changes in how inside sales teams are configured and deployed and resulting implications.

  • A Hybrid Approach to B2B Media Spending

    B2B Marketer   April 5, 2023  

    Bruce Biegel, senior managing partner at Winterberry Group, says B2B marketers still lag behind their B2C counterparts when it comes to digital marketing spending. That's starting to change, albeit gradually.

  • Breaking the B2B Sales and Marketing Stalemate

    Podcast POVs   March 28, 2023  

    Champions of Growth host Matthew Schwartz shares some tips for how B2B companies can start to alter existing marketing-and-sales alignment models in a way that benefits the entire organization.

  • B2B Marketing Spend: 2022 Expenditures by Channel and a Forecast for 2023

    Money Slides   March 27, 2023  

    Winterberry Group broke down the B2B sector’s advertising spend by channel in 2022 and offered a projection of what that spending by channel will look like in 2023.

  • The State (and Future) of B2B Thought Leadership, with Joe Kingsbury of Edelman Business Marketing

    Marketing Futures Podcast   March 21, 2023  

    Joe Kingsbury, U.S. managing director at Edelman Business Marketing, joined Marketing Futures to discuss a new report, created in partnership with LinkedIn, on the state and future of thought leadership in B2B Marketing.

  • How to Take Your B2B Company from Nice-to-Have to Need-to-Have

    Podcast Clips   March 21, 2023  

    Edelman’s Joe Kingsbury offers some advice for B2B marketers striving to take their company from a nice-to-have to a need-to-have, including an interesting perspective on how to approach creating thought leadership content.

  • Generate Revenue with These Five B2B Marketing Principles

    Industry Insights   March 17, 2023  

    No matter how pretty your analytics are, if marketing does not contribute to an organization’s bottom line, leadership will never fully recognize the value it provides. At the end of the day, it does not matter if your marketing dashboard is in the green if the business is in the red.

  • How to Identify and Evaluate B2B Buying Groups

    Knowledge Partners   March 14, 2023  

    Anteriad shares how companies can identify and understand their buying groups.

  • Power Lead Generation Campaigns with Intent Data

    Knowledge Partners   March 11, 2023  

    Experts from Anteriad provided an overview of intent data, including what it is, the different types of intent data that exist, and how they each can be implemented in B2B marketing campaigns.