In former times, video content and budgets were largely incidental to B2B marketing strategies. Both sales and marketing organizations deployed video opportunistically to meet tactical objectives, but neither needed a…
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New 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…
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B2B 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…
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Consultants Collective Profile: Ruth Stevens
We’re pleased to present our latest featured profile, designed to introduce you to our member consultants, advisors, executive coaches, clients, partners and other extraordinary people. These profiles go beyond the…
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Forget 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,…
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B2B Senior Leadership: It’s Time to Face the Truth About Sales and Marketing
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,…
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Must-Attend B2B Marketing Conferences for 2021
The conference and event business is slowly getting back its footing, with a lively combination of virtual, in-person and hybrid events ahead. It’s been a long haul. But vaccinations and…
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The Secrets to Successful Marketing
How’s that for an attention-getting headline?! I promise, though: it’s not click-bait. I really do think you’ll find my thoughts below to be incredibly valuable to making your marketing more…
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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