These are interesting times in B2B marketing, a crowded space with a loud debate around strategy. Mike Pastore on November 13, 2024 The merger of DemandScience and Terminus, announced on Tuesday, is the latest act of consolidation in the B2B media and lead generation landscape and emphasizes, once again, the importance of data to identifying … Continue reading DemandScience and Terminus merge, keeping data at the center of B2B marketing
Engage digital-first buyers with consumer-style marketing while balancing creative tactics with B2B fundamentals. Ruth Stevens on November 4, 2024 Digital natives aren’t like the rest of us. They are bringing entirely new behavioral patterns into the B2B buying process, and experienced marketers and sellers ignore this at their peril. Call it “the consumerization of … Continue reading Why B2B marketing must adopt B2C tactics
Guess what? Marketing/sales alignment is still a problem in B2B, but where the teams work together results are significantly better. Kim Davis on October 8, 2024 No less than 50% of B2B marketers won’t reach their goals this year. When sales and marketing teams are firmly aligned, the outlook is much better, with 80% … Continue reading 50% of B2B marketers won’t reach 2024 goals
Here are the six types of people most likely to stop using a B2B product and how to handle them. Mike Pastore on August 19, 2024 Last week, Adam Robinson, the CEO of Retention.com, published a LinkedIn post that’s become all too familiar over the last couple of years. You know the one. Retention.com … Continue reading How to identify high-churn personas in B2B and mitigate their risk
Here’s how AI-powered solutions from Demandbase, Anteriad and 6sense can help you find and engage the right decision-makers. Ruth Stevens on May 2, 2024 Understanding and engaging the buying group is critical for B2B success. When companies need to make major purchases, they typically assemble an internal team — known as the buying group, … Continue reading New ways to identify B2B buying group members
Boost marketing-driven revenue with granular audience segmentation. Use this 7-step framework for targeting the right prospects. Natalie Jackson on April 22, 2024 If you’re still taking a one-size-fits-all approach to your marketing campaigns, blasting the same messages across channels to a broad audience, you’re leaving revenue on the table. Today’s B2B buyers expect a … Continue reading 7 steps to creating an audience-based B2B marketing plan
Here’s how MOps can balance the drive for efficiency with the need for marketing effectiveness, especially as AI tools proliferate. Bolaji Oyejide on April 11, 2024 In our zeal to harness the tech part of martech, the ops part of MOps and the automation part of marketing automation, MOps professionals have failed to accomplish the … Continue reading The effectiveness crisis in B2B marketing: Why MOps must shift focus now
The B2B obsession with lead gen metrics contradicts marketing fundamentals and prevents awareness from developing into active demand. Liam Moroney on February 28, 2024 B2B marketing is overly focused on measurement and attribution, appearing and claiming to be more science than art. Everyone wants to believe it’s a science. Investors, boards and leadership expect marketing … Continue reading Why B2B marketing needs brand building more than lead gen
2024 calls for a deeper analysis of marketing initiatives, focusing on outcomes and finding the 200% better idea. Mark Ogne on January 12, 2024 As we slide into 2024, B2B marketing leaders face new challenges: deals are harder to close, budgets are shrinking, and expectations are rising. It’s a challenge beyond being more efficient with … Continue reading From efficiency to efficacy: 2024’s B2B marketing revolution
Curating content for B2B marketing helps you reclaim your time, generate more leads and increase your credibility. Learn how to do it right. Michael Brenner on November 20, 2023 Publishing authoritative content is among the best ways to attract high-value B2B leads. However, creating appealing content for buyers at different stages of the buying journey … Continue reading The power of curated content in B2B marketing
