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  • Forget B2B and B2C: It's a B2P World Now

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    B2B? B2C? B2B2C? The pandemic has changed the business landscape into one that is universally B2P: business-to-people. Find out what that means and how you can derive its many benefits. Read more.

  • Marketing in the Age of Bad News Blues: Three Ways to Combat Crisis Fatigue

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketing can be difficult at a time when so many of us feel assaulted by discouraging information. Use these techniques to fine-tune your strategy for customers who have crisis fatigue.

  • B2B Virtual Events: 12 Ways to Ensure Impact and Drive Topline Growth

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    B2B sellers have relied heavily on tradeshows, user conferences, and other in-person interactions to launch products and services, generate leads, and nurture relationships. But B2B marketers must now replicate the impact of in-person events online. These 12 tactics will ensure you succeed.

  • 11 Signs B2B Marketing and Sales Teams Need a CRM [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    How can B2B firms tell when it's finally time to invest in a customer relationship management (CRM) system? The signs tend to vary among internal groups.

  • Four Successful Ways to Combine Inbound and Outbound Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Like chefs, marketers regularly combine a variety of "ingredients" to achieve a desirable result. Unfortunately, two of those ingredients—inbound and outbound marketing—are routinely set up as competitors even though, like salt and pepper, they're actually complementary.

  • The 'Purpose Gap' Facing Many B2B Brands

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Most B2B professionals say it is important for their brand to have a clear purpose, yet few have embedded a purpose in their business, according to research from the Association of National Advertisers (ANA), Carol Cone On Purpose, and The Harris Poll.

  • The Ultimate Guide to Coming Up With Useful Ideas

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    We all know the pain of staring at a blank page, waiting for inspiration to strike. This ultimate guide—full of techniques, processes, tips, and tricks—will explain how to capture, create, explore, refine, and implement those seemingly illusive ideas. Find out more.

  • Close the Marketing Performance Gap: How to Start Delivering on the Most Important Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The abrupt changes caused by Covid-19 have shocked our personal and work lives, forcing us to rethink how we do business. But some things have not changed—like knowing what the most important metrics are... yet not being able to improve in those areas. However, you can bridge that gap and drive revenue.

  • Four Marketing Approaches That Differentiate Successful B2B Brands

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    B2B firms that outperform the competition are more likely to focus on long-term marketing goals, test their marketing programs beyond digital channels, encourage marketers to take risks, and have distinctive brands, according to recent research.

  • Marketing Experts Reflect on Their 2020 Predictions [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    How do marketing experts feel about their 2020 soothsaying in light of the COVID-19 pandemic? To find out, PAN Communications asked some of the marketers who had shared their opinions at the start of the year to revisit their earlier predictions.

  • Webinars vs. Podcasts: Are You Making the Right Choice? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    Webinars and podcasts can be effective ways to engage audiences, though each format has pros and cons that can make it better or worse suited to specific situations.

  • Economic Uncertainty Is Resurrecting the CMO Role

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Rumors that the CMO role is going the way of the dodo bird have been circulating for years. The devaluation of the role is partly the consequence of outdated notions of what CMOs do and misconceptions about the scope of the job. But the current crisis is proving the CMO role is vital.

  • Your B2B Marketing Career: The Parable of Melanie the Mindful Marketer

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Take a moment. Calm your thoughts. Form an image in your mind of what your career and your job as a B2B marketer can look like—how fulfilled you could be with your work. Is it all just wishful thinking? It doesn't have to be.

  • How Committed Are Big Advertisers to Content Marketing?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    The proportion of major advertisers that say they are strongly committed to content marketing has doubled over the past two years, according to recent research from the Association of National Advertisers (ANA) and The Content Council.

  • Three Account-Based Tools That B2B Companies Need Now to Lift Revenues

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Account-based programs demonstrate higher conversion and close rates than traditional demand programs. So, companies of course want to focus on winning and growing target accounts in the year ahead. But there are ways you can make ABM even more successful and maximize ROI.

  • Analytics on the Edge: Lessons in Transforming Data's Impact [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Strategy

    Discover a new, more effective way to analyze your data in this B2B Backstage keynote with Avinash Kaushik, digital evangelist for Google.

  • Survey of Enterprise CMOs: COVID-19's Impact on Budgets and Tactics

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Many CMOs at large companies are facing budget cuts because of the COVID-19 pandemic, but most expect the economic climate to return to business as usual in the next 18-24 months, according to recent research from Gartner.

  • The B2B Marketing and Sales Relationship in the Age of ABM [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Account-Based Marketing

    The account-based marketing (ABM) approach, in which organizations focus on best-fit accounts (rather than individuals as standalone leads), requires close coordination between Marketing and Sales.

  • The Most Significant Challenges to B2B Brand-Building

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    B2B marketers say the biggest challenge they face in trying to amplify their brand is not having a clear strategy, according to recent research from ON24 and NetLine.

  • What Is Interactive Marketing, and How Does It Help Your Bottom Line?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    New forms of marketing seem to rise to the top of the priority list every few months. But being able to read and respond to your customers' actions is arguably the most valuable currency for engagement. And, for that, an interactive marketing strategy is a priority.