Editor's Picks for ANA Magazine's B2B Department
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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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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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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 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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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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No More Digital Dilly-Dallying
B2B June 24, 2020With most every brand having to recalibrate its digital capabilities, CMOs have a new opportunity to help shape their company’s future — and increase the overall value of marketing.
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The Trade Show Must Go On
B2B June 17, 2020The implosion of live B2B events and the accelerating shift to a virtual model will require marketers to be both fast and nimble when crafting their online conferences.
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Why Martech Investments Fall Short
B2B May 27, 2020B2B marketers continue to struggle with making the most of their growing marketing technology stack. A major part of the problem: Too many companies rely on individual technology purchases rather than foster an integrated approach.
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A Delicate Balance
B2B May 13, 2020Valerie Beaulieu, U.S. CMO at Microsoft, brings a highly balanced approach to B2B marketing to tackle the most pressing issues facing marketers.
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Keeping Email Campaigns Healthy During the Coronavirus
B2B April 29, 2020With most every business reassessing overall spending due to the coronavirus outbreak, it’s an opportune time for B2B companies to reassess their email marketing strategy and ensure that the audiences receiving their emails are getting immediate value.
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Nurturing Relationships, Wielding Influence
B2B April 15, 2020Being simpatico with vendors themselves — and not being in thrall to social media messaging or online reviews — can be highly influential in the B2B purchasing process.
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Taking the Lead on Sales Enablement Is Driving Growth
B2B March 4, 2020Companies that let marketers steer the sales-enablement process exceed their revenue goals much more so than brands that put sales reps in charge, says a new report. And the C-suite is taking note.
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Brand Managers Face a World of Problems
B2B February 19, 2020The onus is on marketers to spot regional or cultural trends that may impact their business category and/or products and services — even if the company lacks a significant global presence.
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Buyer Committees Hold the Key to ABM Success
B2B February 5, 2020To bolster their marketing strategy to purchasing committees, B2B brands must supply a constant stream of information and continually track who’s in (and who’s not) when it comes to closing a deal.
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B2B Brands Jumping into the Stream
B2B January 22, 2020Netflix, Hulu, Amazon Prime, HBO, and Showtime provide valuable lessons for B2B marketers eager to ramp up their investments in streaming media.
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How TCMA Balances Automation with a Personal Touch
B2B December 18, 2019Considered the ‘third stage’ in sales and marketing transformation, through-channel marketing automation (TCMA) plays into the growing reliance on partner relationships throughout the B2B sector.
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Failing to Connect the Data Dots
B2B December 11, 2019B2B marketers are having an increasingly tough time leveraging the streams of data they collect. One result: content marketing programs suffer from a lack of direction.
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