Successful B2B marketing starts with strategy and ends with execution. Well, it really ends with post-execution analysis and the next round of planning, but you get what we’re saying. If that sounds obvious, that’s because it is—what’s less obvious is how exactly to get from Point A to Point B. There are many moving parts in the B2B marketing world, with a lot of…
It’s no secret that 2020 was the year of disruption. Not only has there been an accelerated digital transformation like no other, but responding to the year’s challenges with agility has become a way of life for B2B marketers across industries. We would know. Having developed and launched CMO Huddles in response to 2020’s challenges, B2B CMOs have gathered together…
To rebrand or not to rebrand? That is the question. No, seriously. It’s a question that many B2B companies faced this year, and answers have varied across the board. For some, it was unavoidable—they’d already put in almost a year of branding work. For others, it was necessary—regardless of what was going on in the world, or perhaps because of…
We recently got our hands on eMarketer’s November Email Marketing 2020 report. It’s chock full of new insights about how 2020’s disruptions will affect the future of email marketing. The report sources its info from an extensive selection of data sets and 16 different marketing experts—one of whom is our own Drew Neisser and two others are friends of the…
Finding an External B2B Marketing Company for Your Brand Finding a well-matched external partner is rarely as simple as Googling “B2B marketing agency near me” (though you could get lucky and find us if you happen to be in or near NYC!). Seriously, it is important to work with a partner that first and foremost has the expertise you need….
If you don’t follow Drew on LinkedIn, you’ve been missing out. Every Tuesday since July, Drew has asked B2B CMOs from various industries to share tips about all sorts of topics—from how to drive demand during COVID to what the CMO of the future will look like. In early September, Drew asked three CMOs to talk about what marketers should…
When in doubt, turn to brand purpose. That’s what CMO Amy Messano of Altair did in early 2020 when the global tech company’s brand relaunch plans were interrupted by the COVID-19 pandemic. Not quite sure whether to bring a year of careful research and planning to a halt, to pivot, or to proceed as planned, Altair found their answer in…
What’s better than an email invite for an upcoming webinar? Hm, that’s a tough one, but we’d probably go with…a delivery box filled with a cocktail kit inviting you to a mixology session with a certified mixologist! If that sounds oddly specific, that’s because it is—this year, SAP sent 100 direct mailers inviting highly-qualified prospects to a virtual mixology session….
When discussing the future of marketing, Couchbase CMO Peter Finter said that it’s not going to be about ABM—it will be about PBM, personal-based marketing. B2B companies need to make marketing personal via customer-centric strategies that respond directly to customer needs. This has become especially true in 2020 as businesses adapt to a rapidly changing world rife with challenges. Finter’s…
Any messaging set in January has long been abandoned. After all, 97% of the 110 B2B CMOs that we surveyed said that they had to revise their 2020 marketing plans. They had to. Offices went entirely remote. Marketers were (and still are) being asked to do more with less. Messages that focused on winning and excellence had to be converted…