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ABM + AI = True One-To-One Marketing

ABM + AI = True One-To-One Marketing

March 29, 2017  - avatar Carol Krol

Account-based marketing (ABM) has become a powerful way for B2B marketers to connect with their most valuable customers and prospects, and many companies are beginning to implement it throughout the organization. The latest buzz around artificial intelligence (AI), and the combination of AI and ABM, are intriguing to many marketing organizations as well, but the process of combining the two...

How #KeynoteInks Delivers Memorable Visuals For Marketing Event Attendees

How #KeynoteInks Delivers Memorable Visuals For Marketing Event Attendees

March 21, 2017  - avatar Klaudia Tirico

Click to view full screen. In-person marketing events offer a whirlwind of information and insights to attendees to bring back to the rest of the team. But gathering key takeaways from every single session and presenting them to your colleagues as effectively as the speaker did can cause a person’s brain to explode! As a journalist covering the B2B marketing...

6 SXSW Sessions To Help You Boost Marketing Authenticity

6 SXSW Sessions To Help You Boost Marketing Authenticity

March 13, 2017  - avatar Brian Anderson

Everyone can produce content online, whether it’s clickbait YouTube videos about cats or your latest E-book or blog. That means that attention spans are low, while content clutter continues to grow. To stay top of mind, authenticity can be the key differentiator between mediocre and superb content.

If A Picture Is Worth 1,000 Words, What Is Video’s Value For B2B Brands?

If A Picture Is Worth 1,000 Words, What Is Video’s Value For B2B Brands?

March 8, 2017  - avatar Andrew Gaffney

We have been writing about the increasing importance of using video as an integral part of storytelling for a few years now. However, it wasn’t until I was in the audience at our recently concluded B2B Marketing Exchange that I fully appreciated the critical role video content can play in engaging business audiences.

Customer Advocacy Marketing—Make It About Them, Not About You

Customer Advocacy Marketing—Make It About Them, Not About You

March 1, 2017  - avatar Anna Spiewak

Do you want to be successful in your B2B marketing strategies? Put your customer at the forefront. That was the recurring theme at the 2017 B2B Marketing Exchange in Scottsdale, Ariz.

Host Analytics’ Nick Ezzo Shares The ABC’s Of ABM At #B2BMX

Host Analytics’ Nick Ezzo Shares The ABC’s Of ABM At #B2BMX

February 17, 2017  - avatar Brian Anderson

While everyone talks about the amazing return they are seeing from their account-based marketing (ABM) initiatives, there has not been enough education on the right steps to take to launch an ABM program that drives revenue. Effective ABM implementation and execution are among the variety of topics on tap at the B2B Marketing Exchange in Scottsdale, Ariz. Nick Ezzo, VP of Demand...

#B2BMX Preview: Ardath Albee On The Role Of Buyer Personas In Content Marketing

#B2BMX Preview: Ardath Albee On The Role Of Buyer Personas In Content Marketing

February 13, 2017  - avatar Klaudia Tirico

There is an endless amount of content in the B2B atmosphere, so it’s critical for marketers to ensure theirs stands out above the crowd. One way to do that is by telling a story. But oftentimes, B2B marketers aren’t equipped with the right information to do so. This is where buyer personas can have a significant impact on targeted messaging.

The Art Of Deal Enablement: Aptos’ Dave Bruno Shares Insights On Impacting Closed/Won

The Art Of Deal Enablement: Aptos’ Dave Bruno Shares Insights On Impacting Closed/Won

February 7, 2017  - avatar Andrew Gaffney

The later stages of engagement are where deals are often won or lost. That’s why more B2B organizations are stepping up their investments in tools and tactics to support late-stage decision-making. In an interview with Demand Gen Report, David Bruno, Marketing Director at Aptos, discusses the challenges marketing teams face to keep consistent brand messaging throughout the buying cycle, as well...

#B2BMX Event Preview: The Challenger Customer Author On Consensus Among B2B Buyers

#B2BMX Event Preview: The Challenger Customer Author On Consensus Among B2B Buyers

February 1, 2017  - avatar Brian Anderson

An Interview With Nick Toman, CEB  As more stakeholders take part in B2B buying committees, solution providers must bring this committee to a consensus on the company’s problems and potential solutions before a tech selection can be made. However, committee members’ disparate views can make this a tough task to overcome.

NRF 2017: What B2B Companies Can Learn From Retailers

NRF 2017: What B2B Companies Can Learn From Retailers

January 24, 2017  - avatar Klaudia Tirico

The B2B and B2C landscapes are quite different, but there are some things the two industries can learn from each other when it comes to customer-facing strategies and technology.

Influencer Campaigns: So Powerful, Even Putin Is Using Them!

Influencer Campaigns: So Powerful, Even Putin Is Using Them!

January 18, 2017  - avatar Brian Anderson

Influencer marketing campaigns can have a big impact on audiences — sometimes it’s an entire nation at the peak of a Presidential election. The New York Times recently reported how Vladimir Putin allegedly “ordered an influence campaign in 2016 aimed at the U.S. presidential election,” and it got me thinking about how much influence plays a role in the world...

You Are What You Measure: The New Reality For B2B Marketers

You Are What You Measure: The New Reality For B2B Marketers

January 10, 2017  - avatar Andrew Gaffney

An emphasis on measurement is hardly a new trend in marketing. The explosion of web analytics, followed by the rapid adoption of marketing automation, made reporting and analytics a core part of the day-to-day lives of B2B marketers.

Data And CX Among Top Challenges Marketing Leaders Face Today

Data And CX Among Top Challenges Marketing Leaders Face Today

January 4, 2017  - avatar Carol Krol

CMOs and senior marketing leaders today continue to be challenged across the board, from driving big picture vision and technology transformation to guiding teams toward improvement in areas such as content creation and campaign execution. I recently had a glimpse at the data behind Forbes Media’s CMO as Culture Warrior: The 8 Essential Characteristics of High Performing Marketing Leaders report...

4 Tips To Better Holiday Messaging And Campaigns

4 Tips To Better Holiday Messaging And Campaigns

December 21, 2016  - avatar Brian Anderson

The holiday season is the time of the year when B2B marketers must ignore their product-centric habits when engaging with prospective customers. As the last few vacation days are being scheduled and teams hunker down to meet year-end goals, it’s going to be much harder to draw their attention. However, there ismuch B2B marketers can learn from some of the...

Second City’s Andy Eninger On What Separates The Content Greats From The Jesters

Second City’s Andy Eninger On What Separates The Content Greats From The Jesters

December 13, 2016  - avatar Klaudia Tirico

Much like aspiring comedians have to stand out among the competition in order to catch their big break, marketers have to make sure their content trumps others’ for clicks and engagement. With a sea of content out there in the B2B marketing space, buyers have no shortage of information to help them make their decisions. That’s all the more reason...

Carol Krol

Carol Krol