As a multi-disciplined, multi-functional channel, social deserves a seat at every B2B brand’s strategic table. A robust social strategy does more than just drive brand awareness, it also can also generate leads, attract talent, and build a strong employee culture...
Podcast Tags: Interview
B2B Partnerships That Matter
Like many B2B companies, K2 Software has really zeroed in on what makes its low-code process automation platform mission-critical for its customers. Unlike many B2B companies, K2 had already started shifting its strategy and messaging in 2019, months before the...
Bold, Creative B2B Marketing
Citing a recent virtual event she attended, CMO Latané Conant of 6sense truly believes that, for marketers, “The more things change, the more things stay the same.” Now, a lot of things have changed: no more physical events, no more...
Building a Marketing-Driven B2B Organization
“So, a brand walks into a bar…What drink does it order?” And no, it’s not the start of a joke, instead, it’s a question that CMO Paz Macdonald asks when thinking about brand. When she joined Software AG in 2019,...
How B2B CMOs Can Prepare for 2021
The challenges of 2020 have set the stage for big changes in 2021 (and beyond). For optimistic marketers, this means that 2020 is the fertilizer for a beautiful 2021, but it’s going to take a progressive, agile, and strategic mindset...
B2B Marketing to the Rescue
Businesses need marketing now more than ever if they want to drive top-line growth. Why? Because marketers know how to do more with less. Despite budget cuts and the shift to virtual-only communications, marketers still know how to motivate employees,...
Abundant Generosity Begets Abundant B2B Sales
At the beginning of 2020, Pluralsight decided it was going to give away all of its online tech courses for an entire month. The education company knew that this might negatively affect revenue, but that was a risk worth taking....
The Original Renegade Marketer: Dr. Benjamin Franklin
If you could go back in time and meet one historical figure, who would it be? For Drew, the answer is obvious: Dr. Benjamin Franklin. This should come as no surprise to anyone who knows Drew. As a proud Franklin...
Today’s Resilience is Tomorrow’s Excellence
What does B2B excellence look like in a downturn? When faced with this question, the software company Coupa quickly adopted a story of resilience. The decision to change its messaging allowed Coupa to change buying committee perspectives on its offering—if...
Raising the Bar with Virtual Events
If you’re looking for an example of a high-quality virtual event, you’ve got to check out Skillsoft’s Perspectives 2020. Drew did, and he was absolutely blown away by the online summit. In fact, it was so engaging that he just...