B2B Marketing

Ever felt like you're playing catch-up in the bustling world of business-to-business marketing? You're not alone. While there's a deluge of resources catering to the B2C marketer, those in the B2B realm often find themselves in a scavenger hunt, adapting consumer-focused content t

Your B2B marketing strategy can only succeed with accurate data capturing your efforts and how well they worked for you—and all that information needs to be stored and analyzed somewhere. That’s where Google Analytics 4 (GA4) comes in. As the replacement for Universal Analytic

Your clients are the heart of your business and it takes sincere dedication to gain their loyalty in return. They keep your operations flowing and are the reason you create value-centered products or services. For business-to-business (B2B) companies, in particular, the need to int

What do CEOs want most from their B2B marketing team? Clarity. They want to see results that clearly show their company’s marketing efforts are working and increasing ROI. CEOs expect to hold their marketing leaders accountable for reaching or surpassing their numbers, just like

Pricing for e-commerce is a tricky beast. You need to account for competition with other sellers, but you don’t want to de-value your products in a race-to-the-bottom. Purely competitive pricing can lead to disappointing results: you might not sell enough to compensate for offeri

Account-based marketing (ABM) is a strategy that is especially beneficial for B2B companies. ABM involves identifying, obtaining, and marketing to targeted, high-value accounts and communicating directly with executives and business leaders who have authority in large purchasing or

Marketing automation simplifies lead generation, customer relationship building, and driving conversions. It’s the cornerstone of any lean and efficient marketing department, freeing up teams’ time and resources from repetitive tasks that are necessary for campaign success. By

Bombora, 6sense, and other “intent data” platforms are helping marketing teams evolve ABM where there are less forms, less spam, and less cold calls. They are promising to help sales and marketing teams avoid: Wasting time with prospects that will never become customers as t

As I discussed earlier this year in my post “Executive Insights: World-Class Demand Generation and Corporate Social Responsibility Converge at Televerde”, I was very fortunate to work with some tremendous partners during my nearly 19 year tenure with SAP Global Marketing. One