C-Suite conversations about the marketing function tend to focus on how CMOs and their teams are generating high-quality demand. It’s a seemingly simple equation: more demand equals more deals equals more revenue. However, one of the key components of getting to more demand (read: high-quality leads that turn into high-quality contracts) is through carefully targeted brand awareness. Selling B2B brand...
Every B2B marketing agency is unique, composed of unique professionals with unique strategic and creative capabilities. Choosing an agency partner is about evaluating these capabilities in relation to your brand, your industry, and your budget, which can complicate matters even further. There are a lot of factors that go into the decision-making process, but to start, it’s essential to make...
For CMOs in the B2B space, there’s nothing quite like having a CEO who truly understands the power of brand strategy. It clears a path for the CMO to pursue strategies that may be a harder sell to the CFO and the rest of the C-Suite but are nonetheless crucial to building awareness, generating demand, and enabling sales. When done...
[This list was updated in December 2023] While it may be tempting to do all of one’s B2B marketing in-house, it's usually in a company’s best interest to bring in an expert. Partnering with a professional B2B marketing agency is crucial for brands looking to come up with truly effective marketing strategies and content campaigns. Why? Because B2B marketing agencies...
As digital transformation continues to accelerate in 2021, adopting cloud-based software-as-a-service (SaaS) products and services has been a top priority for most B2B brands (and discerning CFOs). The B2B SaaS business model allows customers to access web-based software, meaning that SaaS products and services are not location-dependent, churn out in-depth analytics, and are far more cost-effective, flexible, and scalable than...
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...
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....
How do you separate your business from the rest of the pack (AKA your competitors)? You deliver what you promise, and then you deliver more. According to CMO Christina Bottis of Coyote Logistics, it’s about exceeding expectations, and one of the ways to do that is through customer-centric content marketing. Coyote Logistics, a freight and supply chain solutions company, doesn’t...