Below are some of our thoughts on the most pressing challenges and opportunities in B2B marketing today. We hope you enjoy them, and we’d love to hear your thoughts.
2019 ITSMA Excellence Awards
B2B marketing leaders and innovators will be honored at ITSMA’s 2019 Marketing Vision Conference
Life as an Inside Sales Specalist
What qualities do you need to work in Inside Sales? What does a typical day look like? And how does the role integrate with the other specialisms across the agency?
B2B sales effectiveness expert
What are the pitfalls of the B2B buying process today and how has this changed over time? What are the pressures that B2B salespeople face? And how do you tackle a scenario where your biggest competition is the status quo?
Behind the scenes at a fast-growth B2B agency
B2B Marketing’s Joel Harrison and The Marketing Practice’s Matt Harper discuss current trends in B2B marketing
Using martech to drive personalization at scale
We’ve created something of a “Table of Martech Elements,” outlining the tools we use in our ABM campaigns
Collaboration: the key to successful campaigns
This episode of ‘two minutes with’ is a demand generation mash-up, with two experts for the price of one.
How data analytics can help in B2B marketing
Data analytics can feel like a complex area, so how do you know where to start? What are some of the potential pitfalls? And, if done well, what improvements can be made in your B2B marketing programmes?
Why customer lifecycle marketing is vital for B2B
In this short guide, we’ll show you how we think marketing teams could focus resource more effectively when it comes to customer marketing, and we’ll provide pragmatic steps to set you in the right direction.
Why B2B marketers are like babies
"If you split your acquisition-versus-customer marketing budget more proportionately in line with potential ROI, you might find that pipeline gap that’s been keeping you awake at night starts closing quicker than expected."
Life as a Senior Account Manager
What qualities do you need to work in client services? How does the role of Senior Account Manager differ from expectations? And what's life really like at an integrated B2B marketing agency?
The Marketing Practice, an international B2B marketing agency, recently announced that its Seattle office has relocated to Belltown to accommodate an expanding team.
Moving from client to agency work
What are the biggest challenges facing client-side marketing teams? What's the appeal of working for a marketing agency? And how does agency work differ from working for a client organisation?
What sales think about B2B marketing
Sales and marketing alignment is clearly a good thing. But are we going about it the right way? We spoke to seven leading sales directors to find out.
And what it means for B2B
The application of behavioral economics can mean more accurate insights and more satisfied customers for B2B marketers
Do you really need consent under GDPR?
Many B2B marketers are being told they need consent to carry on communicating with their prospects and clients. We spoke to GDPR expert Duncan Smith to understand the nuances.
A tale of B2B marketing triumph
This is the story of how a small tech firm took a stand against the giants of the industry – and won. It’s a great example of what ‘marketing strategy’ can mean in the Business to Business space.
How data sets the foundation for B2B marketing
What's the biggest data challenge facing B2B marketers? How is GDPR going to affect B2B marketing over the coming years? How do you balance automation with personalisation?
Templates for your campaigns
Here are two templates we’ve used on successful ABM campaigns: an example ABM communications plan and an ABM reporting dashboard.
Creating our own training academy
In our experience, most marketing training is either heavily B2C-focused, entry or mid-level, or focused on specific tactics or channels, like SEO or social media. We set out to change that.
Jon Moger speaks to the Business Marketing Club
Our CMO, David van Schaick, spoke to Aruba Networks' marketing director on behalf of the BMC.
Common misconceptions about a vital team
Where can Inside Sales add most value to B2B campaigns, and how can marketers integrate internal teams to make the most of their insight?
They're not always necessary or even desirable
The obsession with having a 'USP' has seeped into B2B marketing from traditional advertising - but it can be deeply counterproductive.
A story of how B2B marketing needs to raise its game
Only 8% of CFOs trust marketing’s ability to spend its budget wisely. Yet despite many ‘silver-bullet’ solutions, proving those CFOs wrong remains a challenge.
Marketing communications' effectiveness is in sharp decline
B2B marketers are busy counting metrics which put short-term leads ahead of long term success, and the results that matter are suffering.
Marketers are drowning in low-quality leads
Marketing qualified leads (MQLs) are losing credibility. That’s largely because they simply don’t convert into sales. So what can we do about it?
The phrase 'Digital Transformation' should be retired
There needs to be more effort put into translating Digital Transformation messages into stories the audience will care about.
What to do when your competitor hits a home run
Sometimes, your competitor runs a piece of marketing that is truly brilliant. Senior leaders are asking what you’re going to do in response. What do you do?
How to work with sales to improve B2B content
We sat down with Richard Maybey, content lead, to discuss B2B content strategy, tips for consistent copywriting, and how to work effectively with sales.
What does the future hold for B2B data and analytics?
We spoke to Nicola Anzarouth, Senior Data Analyst, about the future of B2B data, the consequences of upcoming GDPR, and how data should influence strategy. Watch the interview here.
LinkedIn is pushing beyond an advertising platform
LinkedIn offers B2B marketers much more than a channel to run online advertising – it’s an information source at the intersection of data-driven marketing and social media.
We’re in danger of falling for our own hype
Artificial Intelligence (AI) has the potential to transform B2B marketing. But we need to think critically to avoid wasting our budgets on empty hype.
What keeps you challenged and engaged?
The Marketing Practice Inc. was set up to bring a different kind of B2B marketing to the USA. We spoke to Managing Director, Matt Harper, about what makes it a special place to work.
What are the biggest challenges for B2B marketers?
We spoke to our Digital Account Director about all things digital, inbound, automated, and much more. Watch the interview here.
The post-truth fallout for B2B marketing
How can marketers rebuild relationships with buyers who are increasingly cynical of B2B marketing? Frankly, the industry can't continue in its current state.
CEB puts ease of purchase at the heart of the B2B sales process
An abundance of information doesn't always make the B2B sales process easier. New research by CEB suggests a prescriptive approach is more effective
How to distinguish marketing strategy from tactics
With more digital channels than ever to distract you from your marketing strategy, it's more important than ever to get the basics right
The Clash taught me everything I know about B2B copywriting
Our Head of Content explains why B2B marketing needs to be credible to succeed, and how writing more authentic copy is a step in the right direction
The 4 principles of Challenger Marketing
The 'Challenger Sale' has been a well-known phrase since 2011. But how do you put the Challenger Sales approach into practice in B2B marketing?
How B2B organisations can make it succeed
Marc Russman, former marketing manager at IBM, explains a different approach to advocacy he developed at their Cloud Business Unit
"I take my martech providers with a pinch of salt"
Recent claims by technology vendors simplify and obscure the challenges faced by B2B marketers. It's not just misleading, it's counterproductive
Why fine-tuning your proposition is the key to being customer-centric
Customer experience is one of the hottest topics in B2B marketing. But however beautiful your web journey is, it still needs to point in the right direction
Customer experience and the rise of cognitive
TMP's Chief Marketing Officer shares his insights from the Festival of Marketing 2016, especially around the future of AI in B2B marketing programmes
Why TMP is setting up shop in Seattle
In 2016, TMP set up our first North American office in Seattle. Find out more about the reasons behind the expansion from our President International
How adblocking can be an opportunity for B2B
Users are switching off from digital advertising. We need to reflect on why it's happening, and how marketers must change their mindset on digital marketing
A research report on attitudes to marketing among B2B buyers
IT decision-makers give their verdicts on where marketing (and sales) need to sharpen up – and what they really appreciate.
Rethinking thought leadership from a Challenger Marketing perspective
If your thought leadership is formulaic or unoriginal, don't publish it. We don't need more generic content - we need genuine, challenging viewpoints
What B2B marketing agencies need to do better
The agency-client status quo is shifting, and agencies need to do more to prove their value compared to their counterparts in internal marketing teams
What can you do when your audience can't tell you from your competitors?
Today, most B2B buyers see no real difference between supplier propositions. But the good news is, there are still ways to stand out.
Social selling shouldn’t belong to the sales team. Here’s why
Social selling requires a lot of background work. Your sales team could do this, but is it the best use of their time? This is where marketing should come in
S&M Forum event
Highlights from our Sales & Marketing Forum
Thoughts on role of inbound marketing in B2B from Jon Moger, Marketing Director at Aruba and Graham Wylie, Senior Director at AppNexus