If you’re an avid reader, follower and subscriber to Demand Gen Report, you’ve probably already seen promotional emails, LinkedIn posts and updates about our biggest event of the year: The B2B Marketing Exchange (#B2BMX) in Scottsdale, Ariz. (coming this February 26-28, 2024). You also may have already gotten information about our Super Early Bird and Early Bird rates…

Between dwindling budgets, mass layoffs and economic volatility, 2023 was a scary time for B2B practitioners. Whether they were attempting to motive their remaining team members or trying to make the most of existing technology, practitioners often felt they were cobbling together marketing strategies à la Dr. Frankenstein.

6sense, an ABM platform powered by revenue AI, is hosting its annual customer event, Breakthrough 2023, at the Omni PGA Resort in Frisco, Texas from Oct. 16 to 19, 2023. The flagship event — featuring a “be more” theme — seeks to showcase the business impact of leveraging AI to generate high-quality pipeline, maximize conversions and reduce the waste and guesswork go-to-market teams face.

Audio/video (A/V) content has revolutionized storytelling, unlocking a new dimension of engagement. As revealed in the “2023 State Of Audio/Video Content,” B2B enterprises are effectively sharing industry insights, thought leadership and case studies by leveraging podcasts, audiobooks, webinars and video outreach.

For the 72% of Americans that consider themselves football fans, tomorrow night marks the start of a journey that ends in heartbreak or victory. Although I’m the first to admit the NFL is deeply flawed, there are a couple key lessons that B2B marketing practitioners can learn from the sports conglomerate. So, in honor of tomorrow night’s kick-off, here are three marketing lessons practitioners can learn from the NFL:

The B2B Innovator Awards were created to celebrate the most progressive marketing and sales practitioners pushing the envelope to effectively engage prospective customers and meet their buyers’ needs in the age of digital transformation. 

The “Barbie” movie’s marketing is everything — and B2B is just Ken. Through a combination of paid and unpaid opportunities, the movie’s marketing team successfully immersed the world in hot pink through an all-encompassing brand awareness campaign. Here are the top four takeaways from the strategy and how B2B marketers can replicate it.

According to a 2022 study, there are more than 783,183 business owners currently employed in the U.S. — but a mere 10% of those represent the LGBTQ+ community. Further, a 2023 report by StartOut found that LGBTQ+ founders face additional barriers to raising capital, and another report said that less than 1% of the more than $2 trillion in funding for startups went to LGBTQ+ entrepreneurs. 

If you listened to this week’s podcast — “How To Execute A Multichannel ABM Campaign” — you heard all about ZS’s journey to orchestrating an ABM campaign. To record the episode, I sat down with Megan Wolfe, Managing Director of the healthcare-based management consulting and technology firm, to pick her brain about the campaign and dive into specifics. But there’s only so much you can include on a podcast, so I…

In the fast-paced world of B2B marketing, one tool has emerged to cut through the noise and capture attention: Texting. That's right — the same medium that revolutionized personal communication is now making waves in the business realm. But what are the best practices for B2B texting? When is the best time to deploy sends throughout the buyer’s journey? And most importantly, how can you harness its potential to propel…