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Marketing-Influenced Revenue: Clarifying What Attribution Misses
Leading Edge November 25, 2024If you have doubts about the validity of your attribution data, then, how are you supposed to measure the impact of your marketing programs? You re-think attribution altogether.
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Meager Budget Increases Shouldn't Deter B2B Marketers from Innovating
B2B October 23, 2024A slight bump in B2B marketing budgets in 2025 won't be enough to fund bigger ad campaigns, new technologies, and more staff. The most effective method for B2B CMOs to boost revenue for the short term — and bolster the perception of marketing for the long term — is to foster greater cooperation among their marketing teams with senior executives from other departments.
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How Do Marketers Fix Broken Agency-Client Relations?
Trends and Technology October 11, 2024Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, didn't intend to spark an industrywide debate when she dropped an article on LinkedIn detailing her frustrations with ad agencies. She received a mouthful in return from brand and agency reps alike and now has a much sharper sense of how both sides can enhance their relations and spark better outcomes.
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The Importance of Cross-Functional Relationships
Leading Edge October 9, 2024Revenue operations (RevOps) is often viewed as the silver bullet to siloed decision-making and inconsistent data sources, but you can’t expect a perfectly cohesive operation simply by investing in an organizational structure. If anything, we’ve found that sometimes revenue operations can just be sales operations in disguise, with some added responsibilities to other internal stakeholders. If sales is still the dominant voice in your go-to-market planning and execution, you’re missing out on the potential benefits of a truly cross-functional revenue operations group.
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Developing a Sales Mindset
Leading Edge September 25, 2024One group that we, as an industry, have had problems with over the years is sales. We have heard sales staff say that insights do “fluff,” “touchy-feely,” and “numbers” that don’t help them sell anything. Salespeople don’t mess around. If you aren’t helping them sell, then you aren’t helping them.
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B2B Nurturing Efforts Need to Grow Up
B2B August 9, 2024While 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.
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Cisco Creates an Immersive Training Event to Upskill Sellers
B2 Awards July 1, 2024Cisco IMPACT, the company’s annual internal training event, enriched its world-class sellers’ skills and product knowledge through immersive experiences and cutting-edge trainings.
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The ABX Factor: Samsung Knox's Personalized Revolution
B2 Awards June 30, 2024Samsung's personalized ABX campaign for Knox successfully targeted major publishing companies, driving significant sales and engagement through highly customized marketing strategies.
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Carhartt's Uniforms: A Competitive Edge for Business Decision Makers
B2 Awards June 30, 2024Carhartt deployed an omnichannel campaign — spanning video, rich media, website, trade show, display, and social — to position its company gear offering as a driver of business success.
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Can AI Bridge the Sales and Marketing Divide?
B2B June 19, 2024Can AI solve the sales and marketing stalemate? The technology may be an elixir for one of the most common ailments between sales and marketing teams: aligning on prospects who need what the company sells, have the budget to buy, and are ready to move into the sales pipeline.
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The Evolving Role of Marketing Leadership in a More Connected Go-to-Market Model
Event Recaps June 14, 2024A panel of B2B growth leaders discussed the value of brand differentiation; new, more efficient organizational structures; and honest conversations about incentives and compensation.
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The Evolving Role of Marketing Leadership in a More Connected Go-to-Market Model
Conference Session Videos June 14, 2024In this video, a panel of B2B growth leaders discussed the value of brand differentiation; new, more efficient organizational structures; and honest conversations about incentives and compensation.
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How GE Healthcare Transformed Its Marketing Approach After Spinning Off of General Electric
Conference Session Videos June 13, 2024In this video, GE Healthcare shared how it transformed its brand and demand strategy to build trust with a uniquely healthcare audience, after its spin-off from General Electric.
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How GE Healthcare Transformed Its Marketing Approach After Spinning Off of General Electric
Event Recaps June 13, 2024GE Healthcare shared how it transformed its brand and demand strategy to build trust with a uniquely healthcare audience, after its spin-off from General Electric.
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Can B2B Marketers Keep Up with Buyers?
B2B March 20, 2024A recent study shows that B2B buyers are two-thirds into the purchasing process before they reach out to sales reps, underscoring B2B marketers' need to feed prospects and buyers original content early in the sales funnel.
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Seven Tips for B2B Marketers: Journey Orchestration, Content Creation, and Working with Sales
Event Recaps February 29, 2024At a February 2024 1-Day Conference, the ANA convened a panel of industry veterans from U.S. Bank, Verizon, and 6sense to share recommendations with fellow B2B marketers.
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Four Tips for B2B Marketers: Setting Objectives, Brand Messaging, and Working with Sales
Event Recaps February 29, 2024At a February 2024 1-Day Conference, the ANA convened a panel of industry leaders and veterans from IBM, Lexmark, and Cantor Fitzgerald who shared recommendations with their fellow B2B marketers.
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Sales Operations Maturity Assessment
Tools January 21, 2024Use this tool to evaluate your organization’s Sales Operations Maturity.
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These Three Steps Will Spur Company-Wide Creative Effectiveness
Podcast Clips January 10, 2024WARC’s Ann Marie Kerwin explains the three key steps to institutionalized creative effectiveness, which were discovered during the research for her organization’s white paper, Building a Culture of Creative Effectiveness.
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Landing the Customer Brand Promise
Event Recaps December 5, 2023B2B Institute at LinkedIn shared how brands can build collective confidence among consumers by establishing a “customer promise.”
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