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Top Stories Of 2017: Audience-Centric Marketers Showed Interests In Bots, Storytelling & GDPR

2017 was the year when B2B marketers shifted their focus from the product to the customer.  Looking for greater engagement with target accounts and buying groups, companies showed interest in new frameworks, such as SiriusDecisions’ Demand Unit Waterfall. They also welcomed inside sales into marketing teams for greater alignment to better cater customer demands for more personalization and one-on-one interactions.

Marketing Nation Summit Recap: Data, Storytelling & Adaptivity To Fuel The Engagement Economy

With buyers continuing to become more empowered and demanding, companies are rethinking their marketing strategies to drive one-to-one engagement fueled by detailed buyer behavioral data.

At Marketo’s annual Marketing Nation Summit in San Francisco, speakers from companies such as Panasonic and Amazon Web Services discussed how new processes and tools are helping B2B organizations to boost engagement with relevant storytelling, while also staying adaptive to buyer demands.

#B2BMX Preview: Ardath Albee On The Role Of Buyer Personas In Content Marketing

ardathThere is an endless amount of content in the B2B atmosphere, so it’s critical for marketers to ensure theirs stands out above the crowd. One way to do that is by telling a story. But oftentimes, B2B marketers aren’t equipped with the right information to do so. This is where buyer personas can have a significant impact on targeted messaging.

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#B2BMX Preview: Real-World Examples Prove B2B Marketing Doesn’t Have To Be Boring

The Content2Conversion Conference has grown substantially over the past three years — both in terms of attendees and the content covered during the event. Expanding to four tracks in 2017 — ABM in Action, Content2Conversion, Demand Gen Summit and Sales Impact Summit — the event is now moving under the umbrella brand of the B2B Marketing Exchange (Feb. 20-22).

Second City’s Andy Eninger On What Separates The Content Greats From The Jesters

Much like aspiring comedians have to stand out among the competition in order to catch their big break, marketers have to make sure their content trumps others’ for clicks and engagement. With a sea of content out there in the B2B marketing space, buyers have no shortage of information to help them make their decisions. That’s all the more reason to not just create batch-and-blast content, but instead give current and potential customers a unique story to remember.

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