B2BProfs: B2B Marketing Resources and Events for Marketing Professionals

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Marketing Strategy —September 21, 2023 — 10:00 AM ET

Your Evolving Value Proposition: How to Recognize It and Get Ahead of Agency Competitors

The value proposition isn't just changeable; it's as dynamic as a world currency. To remain viable, firms must learn to sunset old service lines, launch new ones, and position their firms in growth categories. Growth markets are won by firms with playbooks designed around innovation.

Founders of marketing agencies need to become skilled at migrating the value proposition. Chances are good that you are operating in a growth market, won by firms that move fast and get to the market first. Anticipate category maturity to understand its value proposition.

Recognize value trends and adjust accordingly, keep an eye on competitors' value propositions, and focus on undervalued, scarce resources to remain on the leading edge. These strategies will help you migrate your value proposition and remain viable.

Branding —September 21, 2023 — 10:00 AM ET

Mastering Brand Consistency in the Age of AI: A Guide for Marketers

Brand consistency is already important, but in an AI-saturated world it will become even more important. To master brand consistency in this new world, this article covers three ideas: building a more exhaustive style guide, creating a prompt library, and considering a brand governance platform.

Style guides can help define and understand your brand. Prompt libraries allow teams to learn faster and get more on-brand output from their AI tools. Brand governance platforms use AI to monitor brand consistency.

AI is developing fast, so embracing it early and learning how to use it to your advantage is the best path to success.

Marketing Management —September 20, 2023 — 10:00 AM ET

The Top Challenges Companies Face in ESG Reporting

Environmental, social, and governance (ESG) practitioners say measuring the impact of qualitative initiatives such as DEI programs is their biggest reporting challenge. A survey conducted in July 2023 among 926 ESG practitioners found that measuring qualitative initiatives, complying with ESG frameworks, and compiling data from multiple sources are the biggest challenges.

71% of respondents say that increased transparency would be the top benefit of enhanced ESG disclosures. Technology could help address a number of key ESG reporting challenges. The biggest business benefit of ESG efforts is improved brand awareness and/or reputation.

The report was based on data from a survey conducted in July 2023 among 926 ESG practitioners.

Marketing Strategy —September 20, 2023 — 10:00 AM ET

How to Harness the Power of SMS Marketing: A Guide to Best-Practices

SMS marketing has become a popular option for businesses to engage customers quickly and effectively. With features such as a high open rate and positive response to offers, SMS marketing provides numerous benefits. This article covers the benefits, best-practices, and ways SMS can be used in marketing.

Always obtain permission before sending messages and use analytics to monitor engagement. SMS marketing is versatile; use it to promote offers, send reminders, and run loyalty programs. Respect customers' preferences, maintain transparency, and tweak your performance based on data and feedback.

SMS marketing can significantly improve overall marketing effectiveness and boost engagement, conversions, and customer loyalty.

Marketing Content —September 19, 2023 — 10:00 AM ET

B2B Content Promotion in 2023: Channel and Format Trends

According to Converge, 65% of B2B marketers feel they are not spending enough time on content promotion. The survey was conducted with 364 B2B content marketers globally. Most respondents felt they did not have enough time due to other tasks.

For organic content promotion, social media (100%), blogs/websites (79%), and email (77%) are the most popular channels. On social media, LinkedIn (98%) and Twitter/X (67%) are the most utilized platforms.

For paid content promotion, social media advertising (100%) and search engine advertising (71%) are the most popular channels. The most promoted content types are blogs (79%), social media pieces (58%), and case studies (56%).

Most Popular Articles

Marketing Strategy

Your Evolving Value Proposition: How to Recognize It and Get Ahead of Agency Competitors

The value proposition isn't just changeable; it's as dynamic as a world currency. Learn why marketing agencies in particular must stay on top of their evolving value propositions and embrace a new version when necessary.

Branding

Mastering Brand Consistency in the Age of AI: A Guide for Marketers

Companies that have large budgets, large teams, and deep brand expertise have to be thoughtful about what goes into defining a brand—all the more so now that marketers are using AI to create content. Here are three ways to help ensure your brand's voice stays consistent.

Marketing Management

The Top Challenges Companies Face in ESG Reporting

Environmental, social, and governance (ESG) practitioners say the biggest reporting challenge their companies face is trying to measure the impact of qualitative initiatives such as DEI programs, according to recent research from Workiva and Ascend2.

Marketing Strategy

How to Harness the Power of SMS Marketing: A Guide to Best-Practices

Brands in every industry have discovered the ease and effectiveness of SMS marketing. Check out this article to learn the do's and don'ts of text messaging.

Marketing Content

B2B Content Promotion in 2023: Channel and Format Trends

Some 65% of B2B marketers say they're not spending enough time on content promotion, according to recent research from Converge.

Email Marketing

Engagement-Based Email Segmentation: How to Ensure Your Messages Land in the Inbox

Email segmentation is a tried-and-true tactic for maximizing email engagement. But how can segmentation help senders get more emails into the inbox? This article offers some ideas.

Email Marketing

How to Use Email Suppression Lists for Better Email Marketing

As an email marketer, you must maintain good list hygiene. One way to do that is by creating an email suppression list. Here's how.

Artificial Intelligence

The AI Conundrum: Should B2B Communicators Embrace ChatGPT?

How should B2B communicators dip their toes into the AI waters before fully embracing it? There are three major things to consider: what AI excels at, what skills it lacks, and what legal and copyright issues are at stake.

Advertising & Promotions

The PPC Power Players: Ad Platforms Making a Big Impact in 2023

Whether you use them together or separately, Google Ads and Facebook Ads are the leading PPC ad platforms in 2023—but there could be challengers. In this article, discover which platform is best for your business.

Marketing Strategy

Direct Mail Marketing's Top Advantages and Challenges

Senior marketers say the biggest advantage of direct mail marketing is its personalization options and the biggest downside is its audience targeting/data limitations, according to recent research from SeQuelResponse.

Marketing Strategy

How B2B Marketers Can Shift to Buying Groups in Three Months or Less

Your buyer is most often a group, not a single person. So, how can you tailor your marketing tactics to multiple people? This article offers a road map.

Customer Experience

How Audience Research Shapes Interactive Experiences That Convert

In the ever-evolving landscape of websites, apps, and other interactive experiences, understanding and engaging with your target audience is paramount. Check out this article to learn how audience research can create engaging experiences that keep users coming back.

Measurement & Analytics

How Marketers Can Use Identity Graphs to Understand Their Customers Better

As a marketer, your goal is to deliver real-time, relevant, and engaging experiences to propel your brand forward. Closing customer identity gaps with an identity graph can help.

Marketing Strategy

It's Time to Start Thinking of B2B Marketing as an Investment

B2B digital marketing may not share every similarity with B2C marketing, but it can certainly benefit from using some of its tactics—an investment mindset, in particular.

Marketing Content

Stop the Churn: Why Less Is More in B2B Content Marketing

B2B marketing content needs to make an impact. It needs to be so thought-provoking and well-written that buyers devour it from start to finish. Here are some tips for where to start.

Upcoming Events

Online — September 22, 2023 — 11:00 AM ET

Content Marketing—With Ashley Faus (Roundtable)

Content marketing is all about Creating, Connecting, and Sharing. And thanks to social media, you now have more channels (and challenges) than ever before. Looking to get ahead of the pack and build a buying audience with your content marketing? Then come exchange ideas at this content marketing roundtable. Moderated by Ashley Faus.

Online — September 28, 2023 — 2:00 PM ET

From Overwhelmed to AI-nspired

Overwhelmed by AI and unsure how it fits into your organization? Then join this panel of industry experts sharing their wins, challenges, and lessons on their paths to incorporating AI—from technology selection to team alignment and change management strategies. This free webinar is filled with practical tips and invaluable insights to put you on the road to AI success. Sponsored by Drift, Jasper, and Marketing AI Institute.

Online — October 4, 2023 — 8:00 AM ET

MarketingProfs B2B Forum

B2B Forum is the ultimate destination for marketers to discover how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Featuring dozens of sessions, workshops, shenanigans, and more.

Online — January 10, 2024 — 12:00 PM ET

AI for Digital Marketers

Join MarketingProfs January 10 – March 6 for AI for Digital Marketers, the online event for marketers who want to improve their digital programs with the power of AI. Over nine live weekly sessions, you'll learn how to harness the power of AI from experts you know and trust as they cover critical whats and how-tos—live. Plus, we're recording every broadcast, so you can stream when you want on-demand.

Recent Events

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Email Marketing—With Jay Schwedelson (Roundtable)

Not every email gets opened, read, and clicked. What's the secret to great response? While that depends on your audience, there are tried-and-true tactics you can use to meet your goals. Join Jay Schwedelson and your email lovin' peers to discuss what works—and what doesn't—when crafting effective emails.

Online — Access Now

Ignite Your Content Strategy: Unleashing AI's Power to Spark Creativity and Productivity at Scale

With Generative AI, anyone in your company can create content. But once content is created at scale, your digital assets will quickly overwhelm your ability to manage them. Don't worry—AI can help with that, too! In this closing session, Shelly shares how AI can manage your digital assets and minimize repetitive tasks.

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Enable Sales to Close the Deal

SESSION 3 of 4: Want your best shot at improving sales and gaining market share? Help sales answer buyer questions! Discover what content the sales team needs to engage customers and close the sale... and include that content in your new Go-to-Market Plan.

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Iron Chat(GPT)! Whose Prompts Will Reign Supreme?

Do you have what it takes to whip up smooth-as-pudding prose from ChatGPT? Then put your prompts to the test! In this session, volunteers compete to generate great marketing content that amazes and astounds our illustrious judges, Ann Handley and Christopher S. Penn. Winners get prizes and accolades. Will your prompts reign supreme?

Online — Access Now

What to Prioritize in Marketing

SESSION 2 of 4: Your company believes in the product, and distribution is in the works. Now the company needs your marketing to get the buyers' attention! Learn how to fill your Go-to-Market Plan with marketing tactics that make your executives, management, and customers happy.

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