Events have been an essential part of the B2B marketing mix forever, and they are always evolving, adjusting to market forces. The pandemic was not the only recent driver for…
Read MoreRuth Stevens
B2B Podcasters: YouTube is Your Best Way to Attract Listeners
Mary Ann Bautista and I first met in the ‘90s, when she was a remnant space broker, and I was buying a lot of media for Book of the Month…
Read MoreB2B Marketing Conferences Coming Up in 2022 and 2023
Thanks to eager pent-up demand, B2B marketing conferences are making a welcome comeback. Here’s the line-up for the fall of 2022, and into 2023. So, let’s get registered, and get…
Read MoreBig B2B Marketing Ideas
In-person conferences are back! I recently had the pleasure of attending two B2B marketing events back-to-back. Both were hybrid, which is clearly the new standard for business events. But there’s…
Read MoreNew Tools, Developments and Innovations Transforming B2B Marketing
Business buying is changing, and marketers must change with it—fast. I take inspiration from Brent Adamson’s new article in Harvard Business Review, with the provocative title, “Traditional B2B Sales and…
Read MoreB2B marketing is all about leads. So why bother with branding?
OK, I’ll admit it. I am a demand gen marketer. My entire B2B career has been about leads—lead quality and quantity. Measurable marketing communications. Cost per lead. Conversion rates. ROI…
Read MoreTop B2B conferences for 2022
Eager to attend in-person events, B2B marketers may have their hopes dashed again as new variants spread. What’s an event organizer to do? Wait until the last minute (as evidenced…
Read More10 B2B Marketing Trends to Watch in 2022
The last time I dared to compile a set of predictions was pre-pandemic, going into 2020. Astonishingly, many of them turned out to be true, or mostly so. Going into…
Read MoreForget Rewards: Why B2B Loyalty Marketing is Different
Business buyers are highly dependent on their suppliers, for the success of their own businesses. Companies need reliable support systems, services and deliveries—consider the current supply-chain crisis. Once in place,…
Read MoreB2B CMOs: Shift Your Priorities Beyond Leads
It seems like every week I see a new research report naming leads as the top priority of B2B marketing departments. It’s no wonder CMOs focus an estimated 85% of…
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