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Personalized, VIP Experiences & Influencer-Driven Content Drive Strategies For Live Events

As digital channels grow more crowded, B2B marketers are pouring more of their marketing dollars into events, where they hope to meet with new buyers face-to-face and strengthen current relationships with key accounts. According to research from Bizzabo, 41% of marketers say live events are the most critical channel for achieving business outcomes and 50% say they spend at least 21% of their budget on events. To ensure event success, B2B companies such as Merkle, GumGum and SAP are incorporating end-to-end personalization and partnering with influencers to take their event strategies to the next level.

Interactive Content, Syndication Networks Fuel Buyer Insights, Go-To-Market Strategies

The value of content marketing extends beyond just a top-of-funnel activity. When leveraged correctly, content insights can provide critical intent and account data that can be used throughout the funnel to move buyers towards a sale. B2B companies such as SAP, IHS Markit and Blackbaud are investing their marketing dollars towards interactive content and content syndication networks to extend content reach, garner greater insights and refine their go-to-market strategies. The results are higher engagement, improved lead generation and better data on prospective buyers.

SAP SE Acquires Qualtrics For $8B

SAP SE announced that it had signed a definitive agreement to acquire Qualtrics, a research and experience management software provider, in an $8 billion cash transaction. The acquisition positions SAP to combine Qualtrics’ experience data with its operational data to help customers better manage supply chains, networks, employees and processes.

Forward-Thinking B2B Marketers Partner With Influencers To Create Cross-Channel, Long-Term Campaigns

Risk aversion is becoming a top motivator for B2B buyers. Research shows 78% of buyers are dedicating more time to researching solutions and are increasingly turning to peers and thought leaders for relevant insights. Demand Gen Report’s 2018 B2B Buyers Survey demonstrates the growing influence of third-party sources and outside opinions on the buyer journey. According to the report:

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