Category Archives: B2B Marketing

#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

Contributor Scott Vaughan explores some lessons taught by the influential cosmologist and explains how these ideas can be applied to your work in marketing. Scott Vaughan on April 3, 2018   I’m going beyond B2B marketing tactics in this column to challenge all of us, including myself, who can easily get stuck in the day-to-day … Continue reading #LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

How to overcome unique B2B digital marketing challenges

Contributor Stoney deGeyter understands that folks marketing a B2B business have unique requirements. Here are several ways to overcome common obstacles and attract business. Stoney deGeyter on February 28, 2018    When it comes to business-to-business (B2B) marketing, anyone who has been operating in the space understands it comes with a particular set of challenges. … Continue reading How to overcome unique B2B digital marketing challenges

Call to B2B marketers: Job titles matter more than you think

While ABM can help you target the key decision-makers in your accounts, job titles aren’t always what they seem. Columnist Sonjoy Ganguly explains how to factor hierarchy into your ABM strategy. Sonjoy Ganguly on November 17, 2017   Account-Based Marketing (ABM) is a powerful way to target decision-makers inside your target accounts. However, your ability … Continue reading Call to B2B marketers: Job titles matter more than you think

Is GDPR the Y2K for B2B marketing? And how to use it to your advantage

The EU’s General Data Protection Regulation and Y2K share some surprising similarities. Columnist Scott Vaughan breaks them down and outlines four ways to prepare your organization for GDPR. Scott Vaughan on October 16, 2017   Buckle in. Marketing — and your entire organization — is about to be overwhelmed with stiffer data privacy regulations around … Continue reading Is GDPR the Y2K for B2B marketing? And how to use it to your advantage

B2B products are facing a CX make-or-break moment. Here’s why

An emphasis on customer experience isn’t just for consumer brands anymore. Contributor Brent Sleeper examines why CX is mission-critical to B2B product teams. Brent Sleeper on September 27, 2017   If you’ve spent any time researching customer experience best practices for apps and services, you’ve probably read a lot about the ways sites like Facebook, … Continue reading B2B products are facing a CX make-or-break moment. Here’s why