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Why Machines Won't Replace B2B Marketers

0Artificial intelligence (AI) and machine learning (ML) have long been on marketers’ radars, but it’s only recently that they’ve begun to show up in customer relationship management tools. AI and ML are often viewed with skepticism, but many B2B marketers will discover that these features can enhance their effectiveness in contacting the right leads, closing deals and nurturing client relationships. The underlying fear has been that machines will replace marketers, but the reality is much more promising.

Drift CEO Discusses Conversational Marketing, New Marketo Integrations & Ongoing Consumerization Of B2B

B2B business has a bad reputation for continuing to push traditional, lengthy, inhuman sales cycles on its prospective buyers. However, a variety of vendors and practitioners in the space are making the push to turn the B2B buying process into a conversational, personal experience. At this year’s Adobe Summit, in particular, we saw Marketo and Adobe unveil integrations with a variety of companies in an effort to better enable companies to offer frictionless customer experiences with a conversational approach.

What’s Working In Demand Generation In 2019?

Fearless Marketers Rethink Traditional Channels, Test New Tactics To Boost Buyer Interest

As buyers grow more selective with their content consumption and time, generating and maintaining demand is becoming a more elusive task for B2B brands. But fearless marketers are plowing ahead, experimenting with different channels and investing in demand generation to kickstart conversations with potential customers.

This special report will explore what's working in demand generation and spotlight success stories from companies such as Radius, Bottomline Technologies, SAP Concur and more.

Download the report to learn about:

  • The growing role of ABM in demand generation;
  • The reemergence of direct mail as a top-tier strategy;
  • How marketers are refreshing webinars with new approaches, such as panels and interactivity;
  • How influencers can extend content reach and credibility; and
  • Why more B2B companies are turning to review sites in their demand gen process.

Complete the form below to download:


  • Published in Reports

19 B2B Marketers To Follow In 2019

We're constantly in awe of the talented practitioners that continue to push the boundaries of our industry and we’re lucky enough to be able to meet these marketers annually at the B2B Marketing Exchange. But it’s important to stay connected throughout the year and be inspired and challenged by our peers. Check out some of the top marketers specializing in areas such as ABM, influencer marketing, digital marketing and more that we recommend you follow. Plus, head over to the B2BMX blog to see the full list!

  • Published in Blog

Adobe Summit 2019: Blurring B2B, B2C Lines In Tech Better Positions Marketers To Offer Epic, Frictionless Experiences

For years, B2B marketing has discussed the “consumerization” of the B2B buyer. However, technology specifically has continued to remain siloed as B2B or B2C point solutions. Adobe has shown that it is positioning itself as the cross-practice cloud ecosystem, especially with the acquisitions of Marketo and Magento, to drive digital transformation that meets buyer expectations of a frictionless, memorable experience.

True Influence Unveils DisplayBase For Unified Digital Media Advertising

True Influence, a B2B marketing and lead generation provider, released DisplayBase, a B2B media management solution designed to help users manage and optimize their display programs across all channels.

The solution aims to enable users to create integrated digital media programs at scale and better understand how ad budget impacts prospects throughout their journey. It is positioned to help marketers develop strategic campaign designs, create budget reports and manage performance and ROI. DisplayBase users can also access True Influence’s professional team for help developing and executing campaigns.

"Creating a truly successful digital media campaign involves a lot of moving parts, prompting us to create DisplayBase to be a single point of entry to manage and optimize a display program," said Brian Giese, True Influence CEO, in a statement. "We also take it a step further by having our team of experienced professionals help develop and execute the program to ensure our customers' success."

3 Misconceptions Of B2B Sales Engagement Dogma

There are countless numbers of sales strategy books on bookshelves and sales coaches at every tradeshow, preaching to the masses the right way to find success while selling. It’s gotten to the point where many practices have been so engrained into sales training that it is considered doctrine — when in reality, it varies from buyer to buyer.

  • Published in Blog
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