Search Results for All Content (access may be restricted)
Search returned: 133 document(s).
-
How B2B Marketers Are Starting to Humanize Their Messaging
B2B December 10, 2025As traditional B2B advertising channels continue to wane, savvy B2B marketers are turning to videos featuring influencers to drive engagement and build brand trust. Most B2B marketers (81 percent) have dedicated influencer-marketing budgets, says a new survey, while another 9 percent plan to follow suit this year.
view -
Is 'Brand-to-Demand' Falling Out of Favor Already?
B2B November 26, 2025B2B marketers consider brand advertising important, says a new study, but most of them are still in the preliminary stage of developing a branding strategy. The gap between rhetoric and reality carries major risk as an increasing number of younger buyers attuned to branding enter the market and demand more original content.
view -
Do Marketers Trust the (Data) Process?
B2B November 12, 2025Marketers who trust their data are three times more likely to report revenue growth, according to a new report from Anteriad. The report, based on a survey of 450 B2B marketing leaders, found that 39 percent of marketers use intent data, while marketers reporting strong revenue growth are 62 percent more likely to use it.
view -
Can AI Level the Playing Field for SMBs?
B2B October 24, 2025Most SMBs say artificial intelligence (AI) is making them more competitive against bigger companies and saving them both time and money in operating costs. At the same time, a fair share of SMBs remain on a significant learning curve when it comes to how to leverage AI to find new audiences and generate more revenue.
view -
Are B2B Marketers Ignoring Hidden Buyers?
B2B October 10, 2025A new report says that marketers place too much focus on the direct users of a product and fail to reach out to C-level executives, as well as influencers, working throughout the company — so-called hidden buyers. Reaching such buyers effectively means B2B marketers will have to reconfigure their thought-leadership programming.
view -
SMBs Ratchet Up Their Social Media Presence
B2B October 1, 2025Social media continues to be a critical marketing channel for SMBs, yet many companies struggle with creating enough content to feed the maw and measure ROI effectively. To close the gap, SMBs are increasingly deploying artificial intelligence (AI), which can spur content creation and personalize messaging, new surveys reveal.
view -
Are B2B Marketers Relatable? Their Future May Depend on It
B2B September 24, 2025A new study released by several major marketing organizations upends the conventional wisdom that B2B purchasing decisions are driven by rational factors, such as product features and price points. The study underscores the growing need for B2B brands to practice a more human-centric, network-driven approach to marketing.
view -
Can Adopting a Cinematic Style Save B2B Marketers from Themselves?
B2B September 17, 2025Ricky Abbott, president of global B2B marketing agency Transmission, thinks the status quo is untenable for B2B advertising and says marketers needs to embrace more of an entertainment model to serve both existing and emerging customers.
view -
B2B Events Have Bounced Back Nicely. Now They Face New Challenges
B2B August 20, 2025B2B events are on the upswing this year, according to a recent survey. However, while B2B marketers recognize the necessity of events in an increasingly fragmented media environment, they can't rest on their laurels and need to produce events that cater to attendees' rapidly changing expectations.
view -
B2B Advertising Doesn't Have to Be Boring
B2B August 6, 2025What's up with B2B branding? More than one-third (34 percent) of B2B marketers say they face greater pressure to prove ROI in the coming year, yet just 14 percent predict they'll put more focus on brand building in the next year, a new survey reveals. This resistance to branded advertising is turning into a major risk.
view -
Being Successful at Personalization Hinges on Following Through
B2B July 9, 2025Most B2B marketers are using personalization in their sales and marketing activities and customer engagement, according to a recent study. But a siloed approach means buyers experience less customization, not more, as they wend their way through the sales funnel.
view -
How AI Is Reshaping Account-Based Marketing
B2B June 25, 2025Account-based marketing (ABM) has been a tough sell in the past few years. But the tide may be turning, with 87 percent of marketers saying they expect their organization's ABM budget to increase in the next 12 months, with an average bump of 9 percent, per a recent study.
view -
B2B Marketers Need to Dig Deeper to Boost Prospecting
B2B June 11, 2025A multichannel B2B marketing strategy is no longer a nice-to-have for companies but a major component for minting new customers. An increasingly popular tool? The telephone.
view -
Why B2B Customer Onboarding Falls Short
B2B May 28, 2025For B2B marketers, customer acquisition is hard enough, with buyers traveling about 70 percent of the way through the buying journey before they contact a sales rep. Now, as a new cohort of B2B buyers takes charge and purchasing by committee grows, the pressure is on marketers to simplify their onboarding strategy.
view -
Can AI Deliver Better Returns for Email Marketing?
B2B May 14, 2025While email marketing continues to provide healthy returns, an increasing number of B2B marketers are convinced that the channel can be turbocharged with generative artificial intelligence (AI).
view -
Identity Crisis: B2B Marketers Are Not Ready to Combat Deepfakes
B2B April 23, 2025The technology behind deepfakes — in which someone uses manipulated content online for malicious aims — has been coalescing for years and is now encroaching on the B2B field. According to a recent survey, most B2B CMOs are ill-prepared to deal with it.
view -
For B2B Marketers, Short-Form Video Goes a Long Way
B2B April 4, 2025The future of B2B video is short — in length, that is. After LinkedIn started to test a short-form video feed in March 2024, B2B marketers joined the fray. Video is now the fastest-expanding format on LinkedIn, feeding a growing appetite for "snackable" content among younger buyers.
view -
Ad Spending Is Climbing for Some Industry Verticals
B2B March 26, 2025Some B2B sectors outperformed the national average for digital advertising growth in 2024, according to a recent survey, with search and mobile venues commanding more and more ad dollars. Vertical players are also increasing their investments in platforms that have traditionally catered to consumers such as social media and connected TV.
view -
Defining the Rules of Engagement in B2B
B2B February 26, 2025Saima Rashid enjoyed working with 6sense so much that when she was ready to make a move in the early 2020s, she reached out to the software company about any possibilities. Just a few years later Rashid is playing a lead role expanding the company's "unified revenue" model, which is built on aligning the sales and marketing teams and breaking down business silos.
view -
Building B2B Experiences to Remember
B2B February 5, 2025Spending on B2B experiential marketing is on the rise — outpacing B2C — as B2B firms reimagine their live events to create more memorable experiences for their audiences.
view