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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.

Revisit Your Messaging Strategy For The New Buyer’s Journey

It’s not your imagination. The B2B buyer’s journey has changed — and the changes aren’t making your job as a content marketer any easier. In truth, the buyer’s journey is becoming more complex with more people involved at every stage. According to SiriusDecisions research, half of B2B buying decisions today involve a group of people. And that percentage goes up the bigger and more complex the business.

Sigstr Strengthens SalesLoft Integration To Bring Targeted Email Signatures To Sales Reps

Sigstr, an email signature marketing solutions provider, unveiled a deeper integration with SalesLoft, a sales engagement platform, designed to bring ABM capabilities into SalesLoft email cadences. The integration aims to help sales teams better promote their content and events to target accounts, accelerate the buyer’s journey and better align sales and marketing teams.

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