Business-to-Business (B2B)

Our B2B Data Management Maturity Model was designed to help organizations by providing a road-map for improving their Data Management efforts and capabilities.

Read this How-To Guide to learn what B2B Display Advertising is and how B2B Display Advertising can benefit your organization.

This guide discusses how the ins-and-outs of B2B marketing automation to ensure your organization's success as you purchase and implement a system.

As 2025 approaches, the B2B marketing landscape is primed for transformative shifts. Whether it’s the evolution of ABM, the emotional renaissance of B2B creativity, or the power of AI, the year ahead will be one where B2B marketers have the tools to re-imagine what’s possible.

With research showing B2B buyers don’t care about your business’s product or service, these relationship marketing tips from Matthew Schwartz are the only option you have for making your brand stand out from the pack.

Does sales buy into your marketing strategy? How about research and development (R&D)? Weak internal buy-in is a common obstacle to B2B marketing success.

Lydia Michael and De’Lon Dixon join host Matthew Schwartz to discuss how B2B marketers build relationships with SMBs and borrow a few pages from the consumer playbook to turbocharge their messaging.

In 2024, account-based marketing (ABM) is table stakes for B2B marketers. A tried-and-true ABM strategy is foundational for connecting with clients and prospects in a targeted, relevant way — but it’s not the only B2B marketing strategy. Setting your brand apart from the rest and driving real, sustainable growth requires more.

The B2B landscape is rapidly changing. While it may have been unheard of in the past, today's B2B brands have begun borrowing pages from B2C's creativity playbook — and succeeding. In this webinar, learn about tools to help B2B marketers prepare their 2025 marketing strategy beyond the traditional channels.

Below are B2B companies that successfully utilized experiential marketing to increase brand awareness and affinity.

Jamie Gier, CMO at DexCare, joins host Matthew Schwartz to discuss the latest trends in relationship marketing, which emphasizes customer retention, satisfaction, and lifetime customer value.

In a time when sustainability can feel like an empty buzzword, it’s important to highlight the real work brands are doing to make change in the space, regardless of industry. Climate change is top-of-mind for people, whether as consumers or producers; mitigating its negative consequences should therefore become an integral part of a company’s processes.

Saima Rashid, SVP marketing and revenue analytics at 6Sense, helps set up B2B marketers for success with five recommendations.

Partnership is an integral part of marketing successfully and resonating with consumers more authentically. Effectively partnering with organizations, celebrities, and/or creators is also a foundational way to create content that provides valuable experiences, information, and context. For instance, if someone’s favorite celebrity or creator, or a reputable organization, credibly touts a needed product (like a new toothpaste), the consumer will trust the brand more.

While the vast majority (nearly 90 percent) of B2B marketers are currently running lead nurture programs, per a recent study, such programs still leave a lot to be desired. Amid the growing power of purchasing committees and their unwillingness to engage with salespeople directly, the onus is on B2B marketers to segment their content to align with various stages of the sales funnel and make their communications with buyers much more personalized.

How are B2B marketers utilizing artificial intelligence in their marketing efforts?

Throughout 2024 and into 2025, B2B social media ad spend is predicted to grow even while growth in other channels plateaus. As social media platforms become indispensable for reaching today's B2B buying committees, brands must adapt their strategies to stay ahead of the curve. Here, we’ll dive into some practical, proven strategies to level up your B2B marketing game with paid social media marketing.

By earning a “best event ever” reaction from the B2B marketer community — and a 100% “would recommend” rating — “Humans of B2B” firmly established ANA NYC as a go-to for B2B.

Stein IAS led the charge in promoting the value of B2B marketing through a comprehensive strategy, positioning itself as a key thought leader while driving significant business growth.

The 2024 ANA Masters of B2B Marketing Conference was a gathering for marketing professionals, offering deep dives into the current and future trends shaping the B2B marketing landscape. Held in Naples, Florida, this year's event brought together a stellar roster of industry leaders, providing attendees with valuable insights and practical strategies to enhance their marketing efforts. If you missed it or want to revisit the highlights, here’s a detailed recap.