Digital transformation has given B2B companies new and innovative ways to enhance their buyer’s experience. While it positions marketers to creatively engage and nurture prospects, innovation has also enabled B2B marketing and sales reps to gain deep insights into buyer needs and expectations.

Account-based marketing is more than just a buzzword. Marketers have begun to pick up on the value of ABM and many are allocating between 5% to 7% of their budget for ABM strategies.

In an exclusive podcast from the floor at Webinar World ’18 Joe Hyland, CMO of ON24, and Mark Bornstein, the company’s VP of Marketing, discuss new models for creating engaging buyer experiences to move away from the “drive-by marketing” of the past. They also shared: Key takeaways from the event, Models for talk-show style presentations, and What the future looks like for webinars as a content format. Listen To The…

Making a case for an investment in channel marketing programs remains an issue at many companies, even at businesses that generate a significant share of revenue through partners. Getting reliable insight into channel marketing ROI can be difficult. And oft-repeated complaints about low levels of partner engagement – for example, the amount of MDF that goes unspent is often cited – can make senior management ask “why bother,” when more…

With so many solution providers hopping on the ABM train, it’s important for marketers to focus on strategies beyond technology. During a Workshop at the B2B Marketing Exchange, titled: Targets, Insights, Touchpoints – 3 Ways To Operationalize ABM, Kellie de Leon will walk attendees through three key pillars of ABM success.

To enable B2B businesses to make a purchase decision, every stakeholder within the buying unit must be on board. To accomplish this, marketing and sales must align under one common goal to accelerate deals within buying units to create more opportunities — and potential revenue.

Having a mobile-first mindset is no longer just a strategy for B2C marketers, as a new generation of digitally savvy B2B buyers engages with content on their mobile devices. During this year’s B2B Marketing Exchange, Paul Peterman will present a session titled B2P: The Rise of Business To People, where he will share insights around business decision makers’ mobile and media consumption behavior. The session will also share case studies…

With the B2B Marketing Exchange just around the corner, we wanted to spotlight some of the industry powerhouses taking the stage in Scottsdale next month.

B2B marketers have plenty of events to choose from throughout the year. Everywhere you look, it seems there is a new one popping up and someone is trying to convince you to attend or your organization to sponsor it. But not all events are created equal. Especially when it comes to the quality of content and the value of sponsorship. Some just reign supreme over others.

Software and service reviews provider G2 Crowd ended 2017 with a bang. Hot off a $30 million funding round, the company tapped former HubSpot Senior Director of Global Marketing Ryan Bonicci as its new CMO. In his new role, Bonicci will be responsible for growing the G2 Crowd brand. On his fourth day on the job, I had a chance to chat with him about how he visualizes the growth…