Search Results for All Content (access may be restricted)

B2B marketers have been investing more heavily in brand advertising in the past few years, realizing that they need to espouse what they stand for beyond offering competitive prices. At the same time, the pandemic has caused B2B companies to reevaluate their marketing priorities as the top and bottom lines take on new urgency.

The Lenovo + Cargo team shared how they deployed a combination of pre-recorded, downloadable, and live content to create a virtual event experience that garnered an “interest rating” of 99.95%.

Brian Rowley with Panasonic System Solutions Company of North America discussed the importance of a tailored, customer-centric approach to marketing, how brands can listen more carefully to buyers’ needs and watch for market changes, and the importance of being agile.

Major B2B brands bring several advantages to the market compared to smaller businesses and startups, including brand recognition, significant resources, and longtime relationships with customers and suppliers. But when it comes to leveraging their own data for opportunistic growth — not just incremental performance gains — B2B marketers lag behind their entrepreneurial competitors and could be ceding precious market share.

The most memorable takeaways and quotes from the 2021 B2B Marketing Conference that took place in March.

The ANA’s Bill Zengel and Sonia David explore how leading B2B marketers are using emotion, purpose, and problem solving to reach business buyers.

Industry best practices and perspective on B2B marketing strategies, allocation of budget to long- and short-term tactics, branding, channel and media mix, use of emotion in messaging, online selling, and much more.

Cox Communications explained how it pivoted to better meet customers’ needs during the pandemic.

Call it a feedback loop: Sales reps are under increasing pressure to sell their wares via multiple channels, and B2B marketers need to support these efforts by supplying a steady flow of relevant content for every stage of the buying cycle. At the same time, marketers need to generate revenue regardless of channel, which means steering more and more of their customers to e-commerce platforms.

In this webinar, learn how a customer-centric approach took the 161-year-old ADA from analog to digital and eliminated the siloed thinking that often encumbers businesses both big and small.

Despite working from home for the past year, business pros are tapping into mobile apps to do their bidding. With a growing reliance on mobile platforms, buyers are cutting to the chase even quicker than before the pandemic hit, and B2B marketers must respond accordingly.

Robert Morton, Vice President of Sales for Europe, the Middle East, and Africa (EMEA) discusses how a sales team can build credibility with a marketing team.

Ana Villegas, Chief Marketing Officer at National Instruments, shares her thoughts on how technology can drive marketing and sales alignment.

In this video, Bloomberg Media discussed the importance of purpose for brand-building — particularly among an audience of business decision makers — through the lens of customer-centricity, as well as the key factors that tie vision, purpose, and trust together to underpin B2B performance.

Ana Villegas, Chief Marketing Officer at National Instruments, explains what metrics should be tracked from the perspective of a marketing and sales alignment.

Defining purpose needs to be an “archaeological dig” as to why a company exists in society.

In this session, we invite sales and marketing executives to explore how they see each other and discover ways to better align in order to meet the ever-changing demands of B2B buyers.

One year later, B2B buyers are telling us they are ready to “invest, re-evaluate and consolidate.” One year later, are you ready to anticipate what your buyer needs and expects most?

Robert Morton, Vice President of Sales for Europe, the Middle East, and Africa (EMEA) at National Instruments, discusses changes in how marketing and sales teams work together.