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  • Marketers Need Better Vision Amid Foggy Economy

    B2B Marketer   January 11, 2023  

    Facing an ailing economy, marketers' major priority this year must be creating a "customer health" score, according to a recent Forrester report. But as some companies look to bolster relations with existing customers, others are continuing to pursue net-new leads. Will it backfire?

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  • Happy New Year! 2023 B2B Digital Marketing Predictions and Resolutions with Professor Lou Cohen

    Webinars   January 4, 2023  

    A new year brings new opportunities, new fears, and new hope. Lou Cohen shared some of his own predictions about what’s to come, his views on concerns throughout the industry, and resolutions we can take with us to ensure a successful 2023.

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  • Account-Based Marketing Is On the Rise

    B2B Marketer   December 28, 2022  

    Account-based marketing (ABM) is no longer the domain of giant tech companies with the resources to deploy bespoke programs targeting accounts that are likely to have the most profitable impact in the long run. According to a recent survey, most B2B organizations that have not yet adopted an ABM strategy plan to do so within the next 12 months.

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  • B2B Marketers Prioritizing Data and Technology to Succeed in 2023

    Industry Insights   December 19, 2022  

    A recent survey conducted by Ascend2 found that data and investing in technology are major focuses to help B2B marketers navigate an uncertain economy. The study found that 78 percent of large B2B marketing organizations experienced a growth of 10 percent or more in 2022 through a heavier reliance on digital channels and renewed spending from clients ready to move past the pandemic.

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  • Changes to California's Privacy Law Will Affect B2B Brands

    B2B Marketer   December 14, 2022  

    Exemptions in the California Consumer Privacy Act (CCPA) related to B2B marketing expire in January 2023. Despite having more than two years to ready themselves, many companies are ill-prepared for the change.

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  • Creative Distinction: B2B’s New Competitive Advantage

    Conference Sessions   December 14, 2022  

    This session explores how, in a world awash with brands seeking to push their data and digital credentials, ZS developed a powerful creative approach by using AI to achieve brand distinction above and beyond category convention.

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  • Pitching QuickBooks to Hispanic Small Business Owners

    Multicultural Excellence Awards   December 11, 2022  

    Hispanic small business owners have an “if it’s not broken, don’t fix it” ethos, but QuickBooks wanted to show them that it could help them grow. Using a strong cultural tie to communicate its benefits, the “Adios Cuadernito” campaign was 54 percent more efficient at driving incremental new customers versus the latest QuickBooks campaign with similar spend.

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  • Sherwin-Williams Inspires Architects’ Appetites for Colors with Groundbreaking Experiential Marketing

    Event Recaps   December 7, 2022  

    Sherwin-Williams described three experiential activations designed to convince architects that the brand knew how to meet their exacting demands for the paints they choose for their designs.

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  • Build a Rock Star Marketing Team That Gets Results and Crushes Your Employee Engagement Scores

    Event Recaps   December 7, 2022  

    Trane Technologies’ Portia Mount shared how she was able to reinvent marketing at the company, highlighting the key business partnerships she needed to forge, her process for evaluating where there were talent gaps, and her tips for developing stronger relationships with senior executives.

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  • The B2B Power of the Day-One List

    Event Recaps   December 7, 2022  

    B2B buyers do their homework, but they almost always choose companies on their initial list. Bain and Google unveiled new research and discussed how their “Impact Calculator” can get you on that list.

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  • Moving as One: How e2open and Merkle Leverage Audience Data to Fuel Effective Marketing Plans

    Event Recaps   December 7, 2022  

    e2open and Merkle reviewed the details of e2open’s new account-based marketing strategy, explaining how data was successfully leveraged to more deeply engage target audiences and drive impressive business results.

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  • Marketers Must Be More Agile

    B2B Marketer   November 23, 2022  

    Long-term planning may be turning into a bit of an oxymoron due to the furious pace of change among B2B customers and prospects. However, marketers still need vision when it comes to preparing for the future, as the B2B terrain is shaping up to look radically different just a few years from now, a recent study reveals.

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  • Breaking the B2B Sales and Marketing Stalemate

    Champions of Growth   November 15, 2022  

    Jeff Lowe and Jenna Pipchuk join Champions of Growth host Matthew Schwartz to discuss the painful but necessary decisions they made to create legitimate change for Smart Technologies' marketing strategy and provide some major takeaways for other B2B brands.

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  • B2B Content Marketing

    Ask the Expert Answers   November 8, 2022  

    What are best practices for B2B marketers getting into content marketing?

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  • Best of the B2 Awards — Part I

    Conference Sessions   November 8, 2022  

    In this video, National Grid's Janae Jones and Mower's Ashley Montanaro shared the case study, "More Opportunities in More Places" Commercial & Industrial Energy Efficiency Program, which created awareness for National Grid commercial customers on the variety of energy efficiency programs available.

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  • Best of the B2 Awards — Part II

    Conference Sessions   November 8, 2022  

    In this session, Smita Reddy, U.S. Brand Chair at Edelman, shared the Degree case study, Trainers for Hire, which showcased Degree’s mission to make movement accessible to everyone and tackled the issue of representation by becoming an ad hoc recruiting department for the fitness world.

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  • Linking Buying Situations to Sales

    Webinars   November 3, 2022  

    If you believe most buyer behavior starts with memory, it then follows that the primary job of marketing is not to generate clicks, but instead to generate memories. In this webinar, learn about building brand-relevant memories and how to use Category Entry Points to link brand advertising to brand sales.

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  • Man vs. Dog: Why It Takes Big Long Ideas to Win at Cannes and Climb the B2B Effectiveness Ladder

    Webinars   November 2, 2022  

    Through an iconic ad man and some soon-to-be-famous dogs, see how the WARC-endorsed "Big Long Idea" framework enables brands to develop creative ideas that climb higher on the B2B Effectiveness Ladder.

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  • Why B2B Is the Next Big Thing in Marketing

    Event Recaps   October 27, 2022  

    Dean Aragon, CEO and global VP of brand at Shell Brands International, shared several principles for modern B2B marketing.

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  • Why B2B Is the Next Big Thing in Marketing

    Conference Highlights   October 27, 2022  

    Making the case for B2B marketing through human connection and creative amplification.

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