Envy

APRIL 29, 2018

Thanks to omnipresent security threats, cybersecurity CMOs no longer need to demonstrate the importance for companies to get proactive about their company’s cybersecurity resilience. Their challenge has progressed to muddier waters; figuring out how to market this already well-defined requirement and be heard in a space dominated by established and veteran vendors, carving out a new and nuanced message.

CMO 83

CMO Allocation Marketing Budget Account Based Marketing 83

Champion Communications

APRIL 29, 2018

Does your brand stay out of trouble and avoid expressing opinions that may cause offence? Is a neutral position on political, environmental, social, technological, legal or economic issues still really the best strategy for a B2B brand? Is staying above the fray a safe space?

Brand Identity 48

Brand Identity Branding B2B Opinions 48

B2B Marketing Directions

APRIL 29, 2018

TrustRadius recently published The 2018 B2B Buying Disconnect report, which provides several important insights regarding how business technology buyers research potential purchases, and how they view their vendors. The report is based on the results of two surveys. One was a survey of 438 individuals who played a key role in a significant business technology purchase during the previous year.

Vendors 48

Vendors Case Studies Content Customer Surveys 48

Heinz Marketing

APRIL 29, 2018

I’ve tried to turn off as many mid-day news alerts as possible. I figure if something really urgent happened, I’d still find out. But most news can wait until later to digest at once, and with perhaps a bit of light curation. I used to read The Skimm but it wasn’t for me. I still read a few other morning news summaries, but my main summary of the day’s news by late afternoon is now WTF Just Happened Today.

Curation 47

Curation Email Marketing Marketing 47

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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

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Engagio

APRIL 29, 2018

Summary: What causes good marketers to execute bad ABM and fall victim to the hype cycle (plus, how to avoid disappointment.). I think we’ve hit peak hype with ABM. These days, you can’t trip over a B2B marketer without hearing them talk about Account Based Marketing (ABM). Adoption is on the rise, and more vendors than ever have attached themselves to the term to take advantage of the fervor.

Account Based Marketing 88

Account Based Marketing ABM Sales Qualified Leads Lead Ranking 88