Industry Insights

Exclusive Q&A With Messenger: Will Chat Apps Be the ‘New Norm’ In B2B?

Messaging apps such as WhatsApp, Messenger from Facebook and Google Hangouts are common tools to use to connect with friends and family. But they are quickly becoming more widely adopted by B2B and B2C businesses, especially as buyers continue to demand more authentic, relevant conversations with sales reps.

March 18, 2020
Written by Klaudia Tirico

Amid COVID-19 Conference Cancellations, Field Marketers Focus On Digital Events, Direct Mail

With multiple spring conferences and trade shows announcing cancellations and postponements due to concerns surrounding the COVID-19 outbreak, field marketers and demand gen teams have scrambled to fill pipeline quotas and reallocate marketing budgets. “It's still a bit of an evolving situation every day and it’s forcing people to adjust…

March 13, 2020
Written by Klaudia Tirico

Strong Use Cases Emerging For AI-Powered Marketing Applications

The addition of artificial intelligence (AI) to the traditional marketing ecosystem can help businesses leverage real-time customer interactions to automate routine tasks and personalize responses to convert more leads. Many tools in the marketing tech stack — including marketing automation, customer relationship management systems and content management platforms — incorporate…

March 11, 2020
Written by Kim Zimmermann

The Goldfish Fallacy: Making B2B Campaigns Stand Out To Selective Buyers

For nearly five years, we’ve been told that our attention spans are shorter than that of a goldfish. Study after study showed that people would lose concentration after eight seconds, while a goldfish’s attention span was nine. To address this new “reality,” content marketers invested heavily in short, snackable content…

March 4, 2020
Written by Klaudia Tirico

Meet The Millennials: How Marketers Can Effectively Connect With The New B2B Buyer

In 2019, Brian Fanzo’s B2BMX keynote on Millennials was so popular that this year, the B2B Marketing Exchange brought him back for an encore. In his 2020 presentation, “Meet the Millennials: How B2B Brands Are Bridging Generational Divides for Teams and Buyers,” the Founder of iSocialFanz shared new insights on…

February 28, 2020
Written by Karen Axelton, Contributing Writer

#B2BMX: Harnessing AI To Power Customer Engagement; Having A Media Brand Mindset For Content

B2B marketers react to the thought of artificial intelligence (AI) in different ways, said Pam Didner of Relentless Pursuit LLC. Pessimists may envision dystopian universes as portrayed in the Terminator, Blade Runner or The Matrix; optimists may picture R2D2 or Data from Star Trek: The Next Generation. Whichever attitude marketers…

February 27, 2020
Written by Karen Axelton, Contributing Writer

#B2BMX 2020 Day One: Creative Storytelling, Alignment & Accountability Take Center Stage For B2B Success

The world of B2B marketing is constantly changing, with new tools, new ideas and new challenges coming at breakneck speeds. Offering a wealth of speakers and sessions to help marketers stay abreast of the latest trends, the 2020 B2B Marketing Exchange focused on offering actionable takeaways as well as creative…