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Like chefs, marketers regularly combine a variety of "ingredients" to achieve a desirable result. Unfortunately, two of those ingredients—inbound and outbound marketing—are routinely set up as competitors even though, like salt and pepper, they're actually complementary. more
Most B2B professionals say it is important for their brand to have a clear purpose, yet few have embedded a purpose in their business, according to research from the Association of National Advertisers (ANA), Carol Cone On Purpose, and The Harris Poll. more![A Guide to Effectively Qualifying B2B Leads [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200915-infographic-lg.jpg)
Effective lead qualification—the process of scoring prospects to determine how well they fit the profile of a valuable customer likely to convert—can deliver a big payoff for B2B firms. more
In the fleeting digital world, empathy toward your customers is an invaluable asset. But companies that fail to let their audience peek into their own human side also fail to build trustful and lasting customer relationships. Doubly so in B2B. Here's how you can solve that problem. more
We all know the pain of staring at a blank page, waiting for inspiration to strike. This ultimate guide—full of techniques, processes, tips, and tricks—will explain how to capture, create, explore, refine, and implement those seemingly illusive ideas. Find out more. more
B2B firms that outperform the competition are more likely to focus on long-term marketing goals, test their marketing programs beyond digital channels, encourage marketers to take risks, and have distinctive brands, according to recent research. more![Marketing Experts Reflect on Their 2020 Predictions [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200908-infographic-lg.jpg)
How do marketing experts feel about their 2020 soothsaying in light of the COVID-19 pandemic? To find out, PAN Communications asked some of the marketers who had shared their opinions at the start of the year to revisit their earlier predictions. more
The abrupt changes caused by Covid-19 have shocked our personal and work lives, forcing us to rethink how we do business. But some things have not changed—like knowing what the most important metrics are... yet not being able to improve in those areas. However, you can bridge that gap and ... more![Webinars vs. Podcasts: Are You Making the Right Choice? [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200903-infographic-lg.jpg)
Webinars and podcasts can be effective ways to engage audiences, though each format has pros and cons that can make it better or worse suited to specific situations. more
Rumors that the CMO role is going the way of the dodo bird have been circulating for years. The devaluation of the role is partly the consequence of outdated notions of what CMOs do and misconceptions about the scope of the job. But the current crisis is proving the CMO ... more
B2B marketers say the most essential qualities they look for when choosing which influencers to work with are audience relevance and subject-matter expertise, according to recent research from TopRank Marketing. more
Take a moment. Calm your thoughts. Form an image in your mind of what your career and your job as a B2B marketer can look like—how fulfilled you could be with your work. Is it all just wishful thinking? It doesn't have to be. more
Account-based programs demonstrate higher conversion and close rates than traditional demand programs. So, companies of course want to focus on winning and growing target accounts in the year ahead. But there are ways you can make ABM even more successful and maximize ROI. more
Many CMOs at large companies are facing budget cuts because of the COVID-19 pandemic, but most expect the economic climate to return to business as usual in the next 18-24 months, according to recent research from Gartner. more![The B2B Marketing and Sales Relationship in the Age of ABM [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200820-infographic-lg.jpg)
The account-based marketing (ABM) approach, in which organizations focus on best-fit accounts (rather than individuals as standalone leads), requires close coordination between Marketing and Sales. more
Platform fatigue. IP targeting's limitations. Challenges of evaluating campaign performance. The impact of economic uncertainty. The disappearance of in-person events... B2B marketers are facing a host of unresolved issues and questions. Here are some answers. more
New forms of marketing seem to rise to the top of the priority list every few months. But being able to read and respond to your customers' actions is arguably the most valuable currency for engagement. And, for that, an interactive marketing strategy is a priority. more
B2B marketers, who relied on tradeshows and conferences, will be itching to go back to how things were before the pandemic hit. But maybe not exactly how things were—because there is a better way to reach people in-person: experiential marketing (yes, for B2B, too). more
Reopening during and after the pandemic is fraught with challenges but laden with opportunities. For marketers, it's an ideal time to take advantage of new marketing and communications approaches to differentiate your brand for the "new normal" in your industry. more
Though marketing teams can produce content marketing that resonates with prospects and customers, executive-team buy-in and participation can elevate their efforts and open more opportunities to attract higher numbers of qualified leads. more
Business buyers are inundated with pitches and content, most of which isn't relevant to them. That's good news for B2B marketers: Your prospects are hungry for a personalized experience. Here are three practical ways to make your ABM more successful. more
The two biggest challenges facing companies trying to execute account-based marketing (ABM) programs are data quality issues and a lack of budget, according to recent research from Demandbase. more
Unusual times call for unusual thinking and strategic engagements. In the current business environment, to fully realize the objectives of live events that can't take place, take the path mapped out in this article to deliver an experience that exceeds expectations. more
Nearly three-quarters of organizers of B2B exhibitions say they've had to cancel at least one in-person event because of the COVID-19 pandemic, according to recent research from The Center for Exhibition Industry Research (CEIR). more![21 B2B Lead Gen Strategies to Aid Your Marketing Efforts [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200728-infographic-lg.jpg)
Consistently generating high-quality leads lies at the heart of an effective B2B marketing strategy, helping to drive revenue and ensure sustained growth. more
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