Marketers who rate their B2B firm's influencer program as very effective are more likely to say they outsource the work, use AI, and keep the program going continually, according to recent research from TopRank Marketing and Ascend2.
Co-op advertising involves manufacturers and brands providing advertising dollars to their channel partners, such as retailers and dealers, that sell their products. Learn why the method is a win-win.
The process of attracting high-value leads has evolved into a blend of science and art. This article dissects what constitutes a high-value lead and explores how you can craft a balanced, targeted approach to lead generation.
Senior B2B marketing executives say they and their teams have increasingly been asked to take responsibility for business results and prove ROI over the past few years, according to recent research from EssenceMediacom.
A customer data platform compiles data from multiple internal sources, resulting in a central database that offers a 360-degree view of customers. Here's how to ensure you pick the solution that's right for your business.
Buyers say the top things that make them distrust B2B tech brands are when vendor content is outdated or salesy, according to recent research.
Selling physical products to consumers over the Internet has never been easier. So why are B2B firms struggling to achieve digital transformation?
Account penetration is a useful metric to determine how effective your sales and marketing strategies have been. This article provides tips on how to improve that metric.
In a landscape cluttered with generic marketing, niche marketing can stand out with personalization and precision tailored for smaller audiences. This article defines the technique and offers tips for creating your own niche strategy.
Although acquiring new customers is needed to counterbalance inevitable attrition, it isn't the most effective way to stimulate growth. The true goldmine for revenue expansion lies in your existing accounts.
Many American marketing agencies are finding it harder to obtain new business this year compared with last year, according to recent research from RSW/US.
GenAI's positive benefits outweigh its negative consequences, but that doesn't make those consequences any less real. This article lists future concerns about the use of AI, from basic to dystopian.
It's high time we bridge the gap between B2C and B2B content marketing, using the strengths of B2C strategies to bolster B2B outcomes. Here are some ideas.
Have you ever been on the receiving end of AI that didn't work well? It can be awkward and even creepy. To avoid that "uncanny valley," marketers need to learn which functions are human-specific and which ones can be passed off to a bot.
B2B leaders say their firms have increasingly been using customer relationship management (CRM) systems as centralized communications hubs for nurturing leads, according to recent research from SugarCRM.
Marketers are well-versed in the customer journey. But knowing the other side of the story—the buying process (no, the two are not the same)—is also important. Le's visualize the process to truly understand it.
You've likely heard how generative AI can automate content creation, enhance data analysis, and power chatbots. Here are three additional use cases for AI you might have overlooked.
To minimize risk and maximize the benefits of strategic alliances, B2B companies must carefully consider their specific circumstances, objectives, and the compatibility of potential partners. Here's what you need to know.
We marketers have grown accustomed to measuring everything. It if can be measured, why not do it? Well... because metrics are messy and outcomes are more important.
Generative AI is a gamechanger, but it could also be a nightmare. When so many pieces of content can be created so fast, how do you ensure the quality and consistency you need to keep everything on brand? Here are three tips.