Editor's Picks for ANA Magazine's B2B Department

B2B brands adopt more and more characteristics of consumer marketing, while B2C companies steal a page or two from the business marketing playbook.

B2B marketers are starting to appreciate the value of creating customer experiences so their constituents feel obligated to advocate and share those experiences with others.

A close working relationship between communications and marketing teams is essential to brand success, both internally and externally.

With its ease of targeting, high level of member engagement, and extensive database, LinkedIn continuously boosts its appeal among business marketers.

Conversation focusing on ROI and marketing attribution helps C-suite executives better understand marketers’ overall value.

Strategically placed content is the most effective way to cater to specific individuals and facilitate the buyer journey.

Enabling technology is crucial, of course, but operational changes lie at the heart of deploying effective account-based marketing programs. Job one: sales and marketing alignment.

For Victoria Keese Morrissey, Caterpillar’s Global Marketing and Brand Director, cultivating relationships is crucial for the nearly 100-year-old company to excel in the 21st century.

As the marketing function grows more complex, the onus is on CMOs to be more selective about their marketing stack and focus more sharply on their customers.

Artificial intelligence and machine learning have enormous potential for helping marketers create a better experience for their customers and improve campaign performance metrics.

B2B companies increasingly are rethinking their customer advocacy programs to better engage ambassadors and fuel business growth.

Brands and email specialty firms have become much savvier about leveraging new tools and strategies to boost deliverability rates, increase automation, and maintain email’s integral role in B2B marketing. Here are five trends likely to gain traction in 2019 and beyond.

In today’s challenging environment, B2B marketers must find ways to differentiate their products or services from the competition. Many are finding that content — personalized, relevant, and properly distributed — can help them meet those challenges.