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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.

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?

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.

In this session, Agen shares HP Marketing’s model for both B2B and B2C learning, development, and career growth.

Stein IAS offered marketers a model for growth that involved 7 “Growth Layers” and 28 “Growth Priorities.”

In this video, Stein IAS offered marketers a model for growth that involved 7 “Growth Layers” and 28 “Growth Priorities.”

In this session, Agen shares HP Marketing’s model for both B2B and B2C learning, development, and career growth.

To optimize results, B2B marketers need to find and connect with the humans hiding beneath their data.

It’s no longer about sales and marketing alignment per se. It’s about two teams working in tandem to drive revenue and nurture relationships, as the pandemic has provided an opportunity for B2B marketers to steer the relationship in a fundamentally new direction.

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.

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.

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.

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.

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

The pandemic has put pressure on B2B marketers to craft a better customer experience and build more multichannel programming. Experts suggest that the right place to start is with existing customers.

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.