Brand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.
The cloud software company is focusing on retaining and growing its biggest customers in order to achieve its revenue target of $16bn in three years.
We end our series on B2B marketing effectiveness with a look at why brands need to ensure all departments are working to the same set of objectives.
Our video series on marketing effectiveness in B2B continues with Microsoft’s Michael Cunningham, explaining why business brands need to invest at the top of the funnel, not just focus on leads.
Our new video series on marketing effectiveness in B2B begins with Genpact’s Neil Dowling, explaining why disruption needs to be part of the marketing team’s psyche.
By developing an account-based marketing programme driven by deep knowledge of customers, O2 business is forming closer and more commercially rewarding relationships with its key clients.
The way B2B brands work with partners such as resellers is fundamentally changing, and driving consistent growth requires something more radical than a business-as-usual approach.
The evolution from ABM (account-based marketing) to ABX (account-based experience) is far more significant than changing one letter on a client presentation. Done right, it can drive greater value from top customers and demonstrate the commercial impact of a marketers’ work, at a time when ROI has rarely been more important. The good news, though, […]
Ecommerce is growing rapidly in B2B as well as B2C brands but is still not the norm, so what’s the right model for customers as well as colleagues in sales and across the business?
Chris Barnes, head of experience at Omobono, shares his three steps to success when it comes to creating a better B2B digital experience.
Successful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
Account-based marketing’s necessarily small scale makes rigorously measuring its effectiveness implausible, but all that matters is giving sales teams reason to believe.
B2B marketers must use the current disruption to shift their habits and focus on more effective ways of working and communicating.
The pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.
B2B marketers are skilled at generating awareness and driving demand. But if we’re to weather this particular global storm, we’ll all to need to tool up to tackle a growing pipeline problem.
B2B brands too often treat brand-building and demand generation as separate objectives with different budgets, but it’s much more effective to have one integrated approach through the whole of the marketing funnel.
Successful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.
Some of today’s most successful B2B marketers have revealed their winning strategies – with honest insights about the speed, agility and timing of campaigns and warnings about the dangers of siloed environments.
Our video series exploring effectiveness in B2B marketing looks at the impact account based marketing can have on building relevant propositions for key customers.
Leading B2B marketers explain how they have established ecommerce models that deliver the right experience for the customer while maintaining the trust of sales colleagues.
The pandemic-driven acceleration of B2B marketing transformation has undoubtedly raised expectations for digital engagement. In this podcast we examine what the B2B buyer journey looks like now and where it could go in 2022 and beyond.
Marketing Week editor Russell Parsons asks leading B2B marketers to discuss how and why experience-focused B2B brands beat the competition.
The third episode of our podcast series explores how the pandemic has changed the B2B buyer’s journey, and the collaboration required between marketers and sales teams.
The second episode in our B2B podcast series examines what marketers can expect in the weeks, months and year ahead, and how they should react as we head from pandemic to recession.
The first episode of our new podcast series investigates how B2B marketers are reacting to the sudden and severe changes brought upon their markets by the coronavirus crisis.