B2B
Through best practices, case studies, interviews, and expert advice, ANA magazine's B2B department provides the strategic and tactical edge marketers need to attract, nurture, and convert today's always-on buyers.
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The Lockdown Opens Up E-Commerce for B2B Marketers
B2B April 14, 2021Call it a feedback loop: Sales reps are under increasing pressure to sell their wares via multiple channels, and B2B marketers need to support these efforts by supplying a steady flow of relevant content for every stage of the buying cycle. At the same time, marketers need to generate revenue regardless of channel, which means steering more and more of their customers to e-commerce platforms.
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B2B Marketers Learn What It Means to Live in the Moment
B2B March 31, 2021Despite working from home for the past year, business pros are tapping into mobile apps to do their bidding. With a growing reliance on mobile platforms, buyers are cutting to the chase even quicker than before the pandemic hit, and B2B marketers must respond accordingly.
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Can B2B Marketers Take the Lead Post-Pandemic?
B2B March 17, 2021It’s no longer about sales and marketing alignment per se. It’s about two teams working in tandem to drive revenue and nurture relationships, as the pandemic has provided an opportunity for B2B marketers to steer the relationship in a fundamentally new direction.
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How B2B Customers Like to Get Their Information
B2B March 3, 2021A new report explores the “consumption gap,” or the time between when content is requested and the moment it’s opened for consumption, and how this varies according to job title. As B2B buyers become even more elusive, it’s incumbent upon marketers to distribute their content more strategically and strengthen their measurement efforts.
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Marketers Fuel the Inside Track for Outbound Calls
B2B February 17, 2021Marketers stress that outbound calls should cater to specific accounts, personas, and/or industries, and they should be integrated within the cadence of email campaigns so that every call is highly relevant. “Spray and pray” has run its course.
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B2B Marketers Embark on Homeric Journey
B2B February 3, 2021Jonathan Copulsky, senior lecturer of marketing at Northwestern University and co-author of an upcoming book on business transformation, says moving to a digital-first strategy requires B2B marketers to employ perpetual change — and realize that success has no finish line.
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Embracing the New Reality by Focusing on the Familiar
B2B January 20, 2021The pandemic has put pressure on B2B marketers to craft a better customer experience and build more multichannel programming. Experts suggest that the right place to start is with existing customers.
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Can a Pivot to Digital Bring Sales and Marketing into Better Alignment?
B2B January 6, 2021B2B marketers have made little progress in tackling some chronic problems (read: sales-and-marketing alignment) and cultivating digital revenue streams. Could the increase in digital adoption caused by the pandemic help clear some of the logjams and spur an online-first strategy once and for all?
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Despite Cutbacks, CMOs Remain More Optimistic than CEOs
B2B December 16, 2020B2B CMOs are much more hopeful about the post-COVID economy than their CEOs, says a recent survey. Cockeyed optimism? More like a sense that the pandemic presents marketers with an opportunity to demonstrate their value to the C-suite and drive better business results.
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Facing a Sea of Unknowns, Marketers Brace for 2021
B2B December 2, 2020As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 — and most likely beyond — to steel them for the future.
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Some B2B Brands Are Going All-in On Digital Advertising
B2B November 25, 2020With lower-than-average CPMs, B2B companies are turning to digital advertising to combat the decline in their traditional marketing channels. This reallocation doesn’t equate dollar for dollar, but there has been enough of a budget shift to drive substantial growth via paid digital channels.
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A Big Help to Small Business
B2B November 4, 2020Across the country, small- and medium-sized businesses (SMBs) are suffering from closures, restrictions, and changes brought about by the novel coronavirus, and many are scrambling to do what they can to stay in business. To help, a number of B2B brands, including Deluxe, Vistaprint, American Express, and The UPS Store, are developing tools, grants, and resources for SMBs.
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A Refreshed Interest in Design
B2B October 21, 2020With digital engagement accelerating, B2B marketers are starting to soup-up the look of their websites and other assets. However, many companies have a hard time connecting improved design with the top and bottom lines.
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A Crisis Draws B2B Marketers Closer to Their Customers
B2B October 7, 2020While the impact from the crisis has varied, most B2B sectors are scrambling for effective ways to boost their marketing efforts to retain customers and find new ones.
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Navigating B2B Buyer Sentiment During a Time of Uncertainty
B2B September 23, 2020Despite the pandemic, the appetite among B2B buyers remains relatively strong. But marketers need to take this time to find more purposeful ways of serving their customers and prospects.
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Now Is the Time for B2B Content
B2B September 9, 2020Brands have a growing opportunity to capitalize on the interest in B2B-related content and deliver value to audiences tasked with meeting business objectives in an uncertain environment.
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LinkedIn Digs Deeper for Marketers
B2B August 26, 2020Regardless of where B2B brands are on the social media spectrum, generating solid returns from LinkedIn requires careful planning, insight, and continued stick-to-itiveness.
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UPS Bakes Digital Transformation Into the Brand
B2B August 12, 2020Since coming aboard in 2018, UPS CMO Kevin Warren has been methodically rebuilding UPS’ marketing organization around what he calls “the new digital imperative.” Toppling traditional marketing tools is just one aspect of a multifaceted plan.
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The Pandemic Is Redefining the Customer Experience
B2B July 29, 2020In a post-COVID world, digital interactions with customers and prospects will rise dramatically, and e-commerce transactions for expensive B2B purchases — long the domain of in-person sales — will become much more common.
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Preparing for the Next Normal
B2B July 15, 2020The ongoing and dramatic changes in the workplace offer B2B marketers new opportunities to jump-start their digital communications, both internally and externally.
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