B2B Marketing

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B2B Marketing: How-to articles covering the latest marketing tactics, tips, and strategies.

The State of B2B Marketing Data Quality in 2018Ayaz Nanji
B2B marketers increasingly believe data quality is key to successful campaigns but nearly half are not confident in the quality of their own data, according to recent research from Dun ...
B2B Marketing, Big Data, Data, Research Summaries
Influencing B2B Sales: Buyers' Favorite Conferences, Social Networks, and AnalystsAyaz Nanji
Which in-person events, social networks, and industry analyst firms have the greatest influence on B2B buyers?
B2B Marketing, B2B Marketing Forum, Customer Behavior, Research Summaries, Sales, Social Media, Social Networking
Four Effective Techniques for Working With B2B InfluencersTom Whatley
Working with B2B influencers can help you reach new audiences, and it doesn't have to cost a fortune if you know how to engage with them organically.
B2B Marketing, Content, Content Marketing, Influencer Marketing
How to Measure the ROI of Your B2B Content Marketing CampaignsJolina Landicho
This guide includes costs to consider, metrics to monitor, and formulas to use so you can determine whether your content marketing campaigns are producing the ROI you want.
B2B Marketing, Content Marketing, Measurement, Metrics, ROI
64 Statistics That Will Guide Your Content Marketing [Infographic]Laura Forer
A smart content plan can make your content marketing efforts more effective. But how do you know what content to focus on? This infographic shares stats about content marketing that ...
B2B Marketing, Blogging, Content, Content Marketing, Customer Behavior, Social Media
How to Identify Offline B2B Influencers by Using Online and Offline MethodsImrana Khan
B2B influencer marketing can be tricky because B2B influencers may not have a big online presence. Here's how you can find offline influencers so you can combine online and offline ...
B2B Marketing, Influencer Marketing, Sales
Is Your Content Strategy Heading in the Right Direction? Four-Steps to Make Sure It Does.Jake Athey
Is your content marketing strategy working as hard as it should be and achieving your goals? Here's how to audit your content to ensure it's moving your customers—and your ROI—in ...
B2B Marketing, Content, Content Marketing, Content Strategy, Personas
How to Craft an Email Newsletter That Gets Marketing ResultsChandra Blouin
If the all the recent anti-spam legislation has you feeling hesitant about sending emails, fear not. Newsletters are still one of the most effective ways to reach your B2B audience. ...
B2B Marketing, Content, Email, Email Marketing, Newsletters
What B2B Buyers Think of B2B SalespeopleAyaz Nanji
Most B2B buyers have a positive view of B2B vendors but don't think salespeople generally exceed expectations, according to recent research from the Miller Heiman Group.
B2B Marketing, Customer Behavior, Research Summaries, Sales
The Business Podcast Primer: The Right Way to Do What Is So Often WrongPeter Altschuler
Forget the fancy sound effects and music: B2B podcasts need to be informative, useful, and respectful of their listeners' time. Here are 11 tips for how to make your B2B ...
B2B Marketing, Content, Content Marketing, Podcasting

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B2B Marketing: Podcasts containing in-depth interviews with smart marketers from all walks of life.

Ruthless B2B Positioning: Messaging Expert Lawson Abinanti on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Lawson Abinanti, B2B marketing and messaging strategy consultant, offers tips for positioning a B2B brand, and urges marketers to be "ruthless" by focusing on ideal buyers instead of diverting resources to one-off sales.
B2B Marketing, Marketing Smarts, Marketing Strategy, Positioning
Overcoming Digital Isolation to Make Real Connections: SAP Ariba CMO Tifenn Dano Kwan on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
SAP Ariba Chief Marketing Officer Tifenn Dano Kwan explains why the most empathetic CMOs are the most effective, how digitization isolates people (and how to combat that isolation), and what diverse outside interests (like riding motorcycles and playing the drums) ...
B2B Marketing, Marketing Smarts
Creating a Culture of Customer-Centricity: SAP's Chief Digital Marketing Officer Mika Yamamoto on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
SAP Chief Digital Marketing Officer Mika Yamamoto discusses the importance of a human touch in digital transformation, and how to set the tone at the top to create a truly customer-centric organization.
B2B Marketing, Digital Marketing, Marketing Smarts
Personalizing Your B2B Marketing to Supercharge Lead Gen: Adobe's Drew Burns on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Drew Burns, principal product marketing manager for Adobe Target, shares tips for using personalization to enhance B2B lead generation and improve marketing results.
B2B Marketing, Lead Generation, Marketing Smarts, Personalization
B2B Influencer Marketing (Seriously!) Lee Odden of TopRank on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Digital marketing and PR strategist, consultant, author, and speaker Lee Odden explains why B2B brands need to work with influencers and offers tips for building mutually beneficial influencer relationships to co-create valuable content.
B2B Marketing, Content Marketing, Influencer Marketing, Marketing Smarts
How to Find (and Keep) Customers of a Subscription Product: Wendy Connell of Storyblocks on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Wendy Connell, vice-president of marketing at digital media company Storyblocks, shares tips for acquiring new customers, retaining existing customers, minimizing churn when you operate on a subscription model, and more.
B2B Marketing, Customer Acquisition, Customer Retention, Marketing Smarts
Building B2B Brand Awareness Through Content: Amanda Milligan of Fractl on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Amanda Milligan, branded content manager at creative digital agency Fractl, shares content marketing tips based on her experience helping B2B and B2C clients build brand awareness and achieve content marketing ROI.
B2B Marketing, Content Marketing, Content Strategy, Marketing Smarts
True Influence Isn't About Follower Counts: Adobe's Joe Martin and Mark Boothe on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Joe Martin and Mark Booth of Adobe talk about how Adobe effectively uses influencer marketing to dramatically increase the company's reach during (and long after) its annual flagship event, Adobe Summit in Las Vegas.
B2B Marketing, Brand Ambassadors, Customer Engagement, Customer Evangelists, Customer Relationships, Influencer Marketing, Marketing Smarts
Marketing Drives Revenue, and Now You Can Prove It: Radius SVP Shari Johnston on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Radius Senior Vice-President of Marketing Shari Johnston discusses how marketing operations has evolved so that Marketing now directly contributes to an organization's revenue strategy.
B2B Marketing, Data, Marketing Operations, Marketing Smarts, Sales, Technology
Enterprise Branding, Corporate Missions, and Women in Leadership: Alicia Tillman and Lisa Skeete Tatum Talk to Marketing Smarts at SAP Ariba LIVE [Podcast]by Kerry O'Shea Gorgone
Alicia Tillman, chief marketing officer of SAP Ariba, and Lisa Skeete Tatum, co-founder and chief executive officer of Landit, discuss enterprise branding, the importance of embracing a corporate mission, and women in leadership positions.
B2B Marketing, Brand Positioning, Branding, Career Management, Marketing Smarts, Personal Branding, Women

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