The yawning gulf between sales and marketing is a fact of life in B2B companies. We all know this. We struggle to meld the cultures. We talk about the need…
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Why B2B Marketers Should Try CTV Advertising
Over the last couple of years, Connected TV, via channels like Hulu and IMDB, has emerged as a productive new advertising medium. CTV offers two key benefits: precise household-level targeting,…
Read MoreThe 10 Most Fascinating People in B2B Marketing in 2020
B2B marketing quickly adapted to the challenges of the global pandemic, thanks to the many talented people who have chosen business markets as their professional focus. I am pleased to…
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Mitch Ratcliffe on How COVID-19 is Making All Marketing Local Again
Mitch Ratcliffe is a business, product and content marketing leader with 35 years of experience in local media, technology marketing, online and broadcast publishing. Among the successful businesses he’s helped launch…
Read MoreNew Video Content on a Budget
It use to be that businesses could set their video budget by committing to a fixed number of productions with a cost estimate for each. In the event of a…
Read MoreFresh Prospecting Ideas for B2B Marketers
Are you on the lookout for new ways to identify prospects and generate leads in business markets? I’ve come across several innovative digital marketing tools and services that are worth…
Read MoreWhat is Sales Enablement, Anyway?
The other day I was invited to speak on retention marketing as part of a 3-webinar series on sales enablement. It got me thinking: What is sales enablement, anyway? I…
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The Ongoing Challenge of B2B Multi-channel Attribution: 7 Practical Workarounds
B2B marketers have long struggled to demonstrate results along the complex path from a campaign investment, to a sales lead, to a closed revenue deal. Digital campaign channels make things…
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10 B2B Marketing Strategies for a World Without Face-to-Face Events
The pandemic has taken away one of B2B marketing’s steadiest, most reliable sources of lead generation and customer engagement, on a global basis. What’s to be done? It’s not easy…
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Industrial B2B marketers have an untapped digital opportunity
B2B lags in digital. In some places more than others. Some B2B companies love their tried-and-true strategy. They have always gone to market with big trade events, airport advertising, and…
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