Some 36% of B2B professionals use email for B2B marketing, more than have implemented paid social, virtual events, and video marketing, according to Sagefrog. Despite its popularity, email marketing will account for just 0.2% of US digital ad spend this year, for a total of $667.3 million, according to our forecast.
Article
| Feb 15, 2023
I would also say that building an ownable brand supported by strong, relevant messaging and storytelling is often more critical in B2B marketing. Traditionally, there has been a lot of focus on the sales narrative. As purchase behaviors change, I’m seeing a need for more focus on improving our storytelling in marketing to break through the competitive clutter and drive recall.
Article
| Oct 27, 2022
She is passionate about helping B2B marketing companies create a cross-channel strategy to engage buyers with personalized experiences. Moderator:. Marissa Coslov is vice president of business development at eMarketer.
Video
| Nov 5, 2021
B2B marketing data spend will reach $3.77 billion this year, but while B2B marketers work to target key audiences, they’re not backing away from big-ticket campaigns like the Super Bowl. 5. Sports betting gets meta. Molson Coors and DraftKings teamed up to create a combined ad for the beverage company and sports betting site.
Article
| Feb 8, 2023
Brian leads Adobe’s B2B marketing solutions, including Bizible and Adobe’s real-time customer data platform. These solutions help marketing teams orchestrate end-to-end customer engagement to drive and measure demand and growth. He most recently oversaw product marketing for Marketo and has spent over 20 years in marketing and product management roles. Moderator:.
Video
| Jan 28, 2022
With more than 10 years of experience in B2B marketing, Chloe is passionate about the intersection of online business, technology, and creating products that people love. She is based in London. Moderator:.
Video
| Nov 5, 2021
For example, PMG’s client SurveyMonkey is using business influencers on TikTok (not usually a B2B marketing strategy) to complement product-first content on LinkedIn. But if you’re looking for more down-funnel action, it’s important to understand your audience and which influencers are best for the job, said Joshua Carter, senior director of PR, social media, and influencer partnerships at Shutterfly.
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| Dec 23, 2022
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| Sep 28, 2023
Source: Foundry
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| Sep 28, 2023
Source: Foundry
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| Sep 28, 2023
Source: Foundry
Marketing sits at the executives’ table—but still could use some respect: A survey shows that despite its expanding role in driving growth, many banks still view marketing mostly as an expense.
Article
| Aug 21, 2023
The Essential Role of Email in B2B Marketing. Start broad, then narrow your focus: Expert strategies on first-party data use. Advertisers favor closed and private ecosystems for access to data and premium inventory. Yesterday’s Chart of the Day: Ban voyage, TikTok.
Article
| Mar 22, 2023
Data center industry growth is on the horizon as AI adoption rises, with cloud giants like AWS leading the shift from the “Cloud Era” to the “AI Era.”
Article
| Aug 15, 2023
For Wix, consolidating its marketing stack not only improves internal alignment but also results in an improved customer experience. The website-building company operates with teams worldwide, and is currently scaling down from about seven different marketing automation platforms.
Article
| Aug 11, 2023
Half of US B2B marketers say that social media contributes most to achieving top-of-funnel goals, per Ascend2. Email (43%) and in-person/live events (34%) were the second- and third-most effective top-of-funnel tactics.
Article
| Jun 12, 2023
Portions of this industry are also heavily B2B focused, and display is best suited for B2B marketing campaigns. Telecoms are also heavy brand advertisers and often focused on nationwide campaigns, as any US observer of the messaging wars between Verizon, AT&T, and T-Mobile will recognize. Video Advertising Is Now the Predominant Form of Display Advertising for All but One Industry.
Report
| Aug 29, 2022
Generative AI was the shiny new thing this year (despite having been around for quite a while). Curious consumers wrote poems with ChatGPT, created masterpieces with Midjourney, and browsed Google’s and Microsoft’s AI-chatbot search functionalities. As the hype clears, which generative AI applications will be most relevant for business? And how can marketers put those applications to use?
Article
| Jul 28, 2023
B2B companies are fighting over limited spend. In a flat economy, “you’re going to have to take share,” said Bruce Biegel, senior managing partner at Winterberry Group, during our “Understanding the New Buyer Journey” Tech-Talk Webinar. That means focusing on retention, upselling, and cross-selling before pushing back toward acquisition in the long term. Here are six things to keep in mind during the process.
Article
| Jul 26, 2023
Social media is the most effective B2B channel for driving revenues in 2023, according to 60% of US B2B marketers, per Wpromote and Ascend2.
Article
| Jul 18, 2023
On today's episode, we discuss the Cannes Lions International Festival of Creativity 2023—the best conversations from the event, the value of being there, what we heard from marketers, and what we didn't. Tune in to the discussion with our analyst Jasmine Enberg and vice presidents Marissa Coslov and Ina Gottinger.
Audio
| Jun 21, 2023
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.
Article
| Jun 7, 2022
LinkedIn aims for incremental B2B ad dollars: Multiple ad upgrades should help the social platform cement its dominant market position.
Article
| Oct 3, 2022
Immersive technologies are reimagining what’s possible in the B2B space. Watch Industry Voices: CMOs Look Ahead with Milena Oliveira, senior vice president and CMO, to hear how 3M’s Transportation and Electronics Business Group (TEBG) leverages mixed reality alongside industry expertise to support an integrated customer experience.
Video
| Apr 19, 2022
Here’s what the data suggests regarding a return to in-person events: many business travelers are cautiously weighing travel opportunities versus the often mixed bag that is virtual events.
Article
| Oct 30, 2021
AI enhances B2B advertising: LinkedIn’s latest feature levers OpenAI models to improve ad creation efficiency.
Article
| Jun 7, 2023