In a digital age where inboxes are inundated and digital ad channels are oversaturated, old school marketing tactics such as direct mail are becoming a bigger focus for integrated campaigns at all stages of the buyer journey.
Pressure for marketers to consistently produce video is rising, and fresh ideas can be tough to find. Outside the comfort zone of your industry space, there’s another zone worth exploring for tips on effective video marketing: the red zone.
B2B marketing has hit a wall. Audiences are getting harder to reach, campaigns are fractured across channels and, for many brands, performance is flatlining.
B2B marketing leaders looking to grow their teams realize that they must adapt to meet the needs of their buyers — as well as exceed business goals. Research from the Economist Intelligence Unit (EIU) shows that roughly 80% of marketing executives say they need to restructure marketing to better support the business, while 29% believe the need for change is urgent.
Koble is a B2B matchmaking platform that aims to simplify the customer journey by matching prospects with relevant companies, products and people. The Koble platform is designed to spark genuine conversations between buyers and sellers by empowering users to post content, questions, reviews and more.
If your brand’s way of delivering customer experiences is ad hoc and doesn’t scale, you need to think differently to remain competitive in today’s environment.
The role of Sales Development Representatives (SDRs) has shifted from the cold-calling days of the past into a multi-channel juggling act. Successful SDRs are able to deliver personalized experiences across channels and leave prospects with a favorable, first impression of their organization. B2B brands such as Terminus, EverString and Dynamic Signal are leveraging SDRs to humanize their marketing efforts and drive customized conversations across new channels, such as video. The results speak for themselves with some companies seeing as much as a 215% increase in response rate.
There continues to be room for growth and education in the artificial intelligence (AI) space, according to new research from EverString and Heinz Marketing. The study, which surveyed roughly 300 marketing and sales professionals across multiple industries, shows that only 12% of respondents are “very confident” in their AI knowledge, while 55% said they are “somewhat confident.”
Millennials have long been disparaged and dismissed as “lazy and self-centered.” But marketers can no longer afford to overlook Millennials, who now comprise the largest generation in the workforce, according to the Pew Research Center, and are positioned to influence B2B purchasing decisions, according to insight from Forrester and LinkedIn. Progressive B2B companies, such as Oracle + Bronto and The Pedowitz Group, are rethinking their marketing strategies to include mobile-friendly, highly-visual content that caters to Millennial preferences.