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4 Ways To Optimize Your Business Strategy During Covid-19

With the advent of social distancing and work-from-home policies, the B2B industry has experienced an abrupt — but not unforeseen — digital-only reality. As a result, companies need to shift toward maintaining business operations, inspiring buyer confidence by adapting their strategies to stay relevant in their target markets virtually.

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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 AI to some degree already, and it is becoming more pervasive.

Gartner: Ad Strategy Gains Focus As Research Shows Dropping Marketing Budgets

As marketing teams begin to develop their strategies for 2020, new research from Gartner has revealed that today’s CMOs are very optimistic about economic and budgetary outlooks. However, the research also shows that marketing budgets dropped below 11% of overall company revenue for the first time since 2014. Specifically, the Gartner CMO Spend Survey 2019-2020 indicates that budgets have dropped from 11.2% of overall company revenue in 2018 to 10.5% in 2019.

Gartner To Acquire TOPO

Gartner has agreed to acquire TOPO, a research and advisory firm for sales and marketing organizations, to better help companies continue to grow revenue faster and sustain that growth. Terms of the deal were undisclosed.

NewsCred Extends Analytics Capabilities For Content Marketing

NewsCred has extended capabilities of its enterprise content marketing platform (CMP) with new analytics across digital content optimization, team efficiency, content production and pipeline attribution. The new features are designed to give marketers unparalleled insights to optimize the customer journey, maximize team output and quantify the impact of content on sales and revenue.

B2B Personalization Strategies Pivoting As Buyers Require Confidence, Consensus

As B2B companies continue to develop their personalization strategies to ensure content is relevant and contextual, they are also beginning to understand that opportunities with confident buyers lead to closed business. Therefore, leading companies such as Phononic and ExtraHop Networks are using personalization strategies as a confidence builder versus a relevance builder to ease buying decisions for their customers.

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