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B2B Marketing

The 4 big reasons you need an ABM strategy right now

There are four significant trends making account-based marketing (ABM) a major focus for B2B marketers: Rising customer expectations are the most disruptive trend in business today. Customers no longer make categorical distinctions between their personal and professional brand relationships. They expect all companies to provide highly valuable personalized experiences all …

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Social Buying: The Importance of Trusted Networks during the B2B Purchase Process

Everyone’s hot to leverage social selling and social marketing. But what about the other side of the equation? Do B2B buyers use social media for purchasing support?  An IDC study says yes! And contrary to common assumptions, it’s the senior executives who are most enthusiastic.The most senior buyers are the …

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Are Ad Agencies Keeping Pace with Marketing’s Massive Digital Uptake? (Hint: Maybe Not)

Today, marketing’s equivalent to the Brady Bunch’s “Marcia, Marcia, Marcia!” just might be “Digital, Digital, Digital!” This is with good reason. Since 2009, digital marketing spend within large B2B tech companies has grown, and is growing, at an enormous rate. As you might have seen, IDC expects the entire tech …

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Measuring Sales and Marketing based on Customer Outcomes

Have you ever used Uber X, the freelance taxi service? Half the cost of a cab and twice the level of service. The cars are immaculate. The drivers are almost overwhelmingly nice. They care deeply about your experience. Not because they want a tip. They want your 5-star feedback. That’s …

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Top 3 customer experience challenges for marketers

Customer experience management is fundamentally about providing a seamless and consistent flow as prospects move through different phases of development and points of contact with a supplier. Delivering on this presumes a level of connectedness that many marketing organizations struggle to achieve. The reason for the struggle is that there …

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