Account-based marketing promised to take marketing to a new level of granularity. Instead of targeting entire companies, marketers would be able to connect with the specific accounts within enterprises that could lead to conversions.
But Influ2 reckons that ABM doesn’t offer B2B marketers enough granularity. As a result, it is pioneering person-based advertising in the B2B space, bringing the personalization of consumer marketing to the B2B setting.
There’s no denying it now: Video is the future of B2B marketing. Time and again, studies show that B2B marketers get the most significant results and highest ROI from video marketing efforts. Perhaps it’s no surprise that 93% of marketers say that video is an integral part of their strategy, and 99% intend to continue using it, per Wyzowl research.
If you’re among the many marketing professionals who are thinking about adding to their solution stack to manage digital marketing channels, keep in mind that your investment should endure for the long haul. You’ll need to find a solution that helps you improve performance on digital channels while the pandemic persists and afterward as we make our way to a new version of normal. Here are three points to ponder.
The dawn of the clickless world might raise alarms for B2Bs companies, and that’s fair. This trend will likely pose a challenge for companies that rely heavily on Google for new business leads — especially small businesses that generate a majority of leads from search traffic.
However, the clickless world also presents an opportunity for B2B brands to streamline their online presence. In this new ecosystem, B2B brands can generate awareness and encourage customers to contact their business even before a customer actually sees their website.
In recent years, the marketing industry has started to discuss the increasingly blurry line between the disciplines of B2B and B2C marketing. For the most part, the conversation to date has been a discussion of tactics and methodologies—but this is only the tip of the iceberg.
Over the next five years, the breakdown between the B2B and B2C worlds will be dramatic, and the resulting marketing landscape—as well as people’s expectations for messaging—will look quite different than they do today. Let’s look at how this blurring line will soon vanish altogether.
It’s 2018, and if visitors to your site are slapped with forms that need to be filled out manually, those visitors are going to take their business elsewhere. That’s the state of affairs that conversational marketing and sales platform Drift is addressing this week with its new technology, Drift Intel.
Long sales cycles, smaller target audiences, higher transaction values — all these characteristics separate B2B from B2C marketing. “There’s a level of precision that you need to have in the B2B space, because otherwise you can spend a lot of money without seeing any results,” said StructuredWeb president and CEO Daniel Nissan.