MAR 6, 2020
Historically, B2B marketers have focused on converting new customers. But the B2B marketing landscape is maturing, and these marketers are learning from their B2C peers that it's less expensive to keep an existing customer rather than bring in a new one.
To do this, marketing teams must align with the sales and accounts teams and take a more holistic approach to the customer journey—together. It's happening in a variety of ways, from engaging in content marketing campaigns and playing in marketplaces like Alibaba and Amazon Business, to leveraging data more effectively and championing the cross-functional CMO.
JAN 30, 2020
Half of US B2B marketing decision-makers used LinkedIn to get information and research vendor solutions, according to a March 2019 report from content insight provider PathFactory and B2B marketing agency Heinz Marketing. While not used as frequently as search (87.7%) and email (71.1%), LinkedIn was the most common social network used to research for buying decisions, the survey found.
APR 6, 2020
“You can’t rush to get an ABM campaign to market, because then important elements are overlooked,” said Meredith Fuller, managing director of buyer engagement at Quarry, an agency specializing in B2B marketing. “Sophistication comes when there are dedicated resources behind an enduring and formal practice.”.
MAY 11, 2020
The COVID-19 crisis has changed the way that B2Bs engage their prospects. In this episode, eMarketer principal analyst Jillian Ryan is joined by two guests, Sydney Sloan, CMO of sales engagement platform Salesloft, and Andie Cohn, vice president of corporate sales at Insider Intelligence. Their conversation will feature insights on how B2B sellers should pivot their strategies without in-person events, how to update messaging and outreach cadence, as well as tips for bringing empathy to the sales process.