In the B2B market, revenue-driven decision-makers will find success in putting customers first, merging data with creativity to improve the buying experience, and remaining agile to evolving buyer preferences.
Content marketing is essential in B2B marketing. But too often, companies focus on marketing tactics instead of grounding their approach in strategy. B2B CMOs can improve results by elevating a quality content marketing strategy to align with their company’s business objectives.
Just as consumers have shifted the way they shop and what they buy during the COVID-19 pandemic, business buyers are also altering how they spend their dollars. We already noted just how much media buying will change because of the coronavirus outbreak, but there are several other categories of spend that B2Bbuyers will alter as the virus and the economic fallout progresses worldwide.
eMarketer principal analyst at Insider Intelligence Jillian Ryan discusses what she's paying attention to in 2021 and why: shifting B2Bbuyer preferences, what to consider when employees return to the office, and what's next for account-based marketing.