Sat.Nov 25, 2023 - Fri.Dec 01, 2023

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Is the Role of the B2B CMO Past Its Prime? Or Is It Just in Need of Some Re-positioning around Go-to-market Leadership?

ANNUITAS

There is perhaps no more challenging role in the C-suite than that of the Chief Marketing Officer (CMO) within a B2B organization. While the data on average tenure for CMOs changes each year, the consistent trend is that – among the C-suite – CMOs typically have some of the shortest tenure, well shorter than CEOs, CFOs and CIOs. It is not surprising.

CMO 147
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Marketing Automation for B2B: Building Effective Strategies

Act-On

Marketing automation is a tool that promises to help streamline workflows, scale with ease, and get better results. But as with any tool, it’s only as good as the strategies behind it, right? Yet creating better strategies requires better data, and this is where many marketers get stuck. According to our State of Marketing Automation report conducted in partnership with London Research, 49% of marketers cite being unable to measure ROI as a key barrier, and 36% note that a lack of internal knowl

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B2B content needs 'room to breathe'

Navigate the Channel

In the fast-paced world of B2B marketing, it’s easy to get caught up in the hustle and bustle, constantly churning out content to stay relevant. However, there’s a crucial element that often gets overlooked – the need for ‘room to breathe’ in your content strategy. In this article, we will delve into why providing space for your B2B content is essential, how it impacts your audience, and strategies to implement it effectively.

B2B 65
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5 Tips to Optimize Conversion Rate for Your Email Campaigns

SendX

Conversion rate optimization (CRO) is essential to turn people from just looking at your emails into actually doing something, like buying your product or clicking on your link. It's more than writing compelling emails and understanding your audience.

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The Top 3 Tips for Writing Successful White Papers

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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How Younger Generations are Disrupting B2B Buying

Zoominfo

There’s a seismic shift happening in B2B buying, and it’s being driven by a powerful force — generational change. A recent Forrester report found that Millennials and Gen Z make up 64% of business buyers. While each generation brings its own set of preferences, demands, and expectations to the market, the report shows that younger buyers are much more likely to voice their dissatisfaction than previous generations.

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Why Actions, Not Words, Are Needed to Face the Cookieless Future

33Across

Third-party cookies continue to dominate programmatic advertising because they offer publishers and SSPs higher CPMs and fees while DSPs can easily target, segment, and measure. Paul Bell warns in his recent Admonsters byline, that if we do not. The post Why Actions, Not Words, Are Needed to Face the Cookieless Future appeared first on 33Across.

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Three Mistakes That Demand And ABM Marketers Make In B2B Expansion

Forrester B2B

Expansion is gaining focus across the board at B2B organizations. While large enterprises have long been focused on expanding their influence and share of wallet with top customers, more small and midsize businesses are now emphasizing cross-sell and upsell targets in their revenue goals. This is for good reason.

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Your ‘welcome email’ has the highest open rate and CTR

Sword and the Script | B2B

Welcome emails enjoy open rates of 60% or more; for most marketers, this will be your best-performing email ‘campaign’ Anyone who follows me knows I harp on businesses to build their own list of subscribers. From where I sit, if you aren’t building subscribers, you aren’t really doing “ content marketing.” More importantly, absent subscribers, you are missing the benefits of producing all that content.

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Two Keys to Unlock B2B Landing Page Performance – Customer Journey and Intent

FunnelEnvy

Who hasn’t had the experience of being chased out of a showroom by a pushy salesperson? Those experiences are tiresome because they don’t respect where we are in our customer journey. We see this mirrored in B2B landing page performance with annoying popups and premature calls to action (CTAs) that don’t offer prospects what they need when we need it.

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21 Advanced ChatGPT Prompts To Take Your Social Media to the Next Level

Upgrade your social media game with our in-depth playbook: "21 advanced ChatGPT prompts for social media managers". These powerful prompts are tailored to supercharge your content creation, strategy development, and results analysis. Say goodbye to writer's block and hello to endless creativity as you effortlessly generate engaging posts, come up with original strategies, and optimize your social media performance - all in a fraction of the time.

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What are Email Workflows, and How do they Work?

SendX

Email marketers face an inbox avalanche every day. Your subscribers receive a barrage of messages—newsletters, promotions, transactional notifications, and more as well! Just keeping up with email can feel like a full-time job for your customers!

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Marketing Automation: What it Takes to Make the Switch

Act-On

Considering a new marketing automation platform? You’re not alone. 23% of companies switched their provider in 2022! Unnecessary complexity and low utilization are driving the “Big Switch.” Marketing orgs only use 33% of their martech capabilities. Is it time to make a switch? Signs You Need to Consider a Switch Do any of these sound familiar? If so, you may need to join the 23% who switched.

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How to Deliver a Great B2B Sales Experience

Webbiquity

Guest post by Eduard Klein. Crafting an impeccable B2B sales journey isn’t straightforward. Many sales reps struggle with it, as if stumbling in the dark. Image credit: Mikael Blomkvist on Pexels On one hand, there’s a sales quota you need to fulfill within a short span of time. On the other, there’s pressure to build positive, engaging relationships with prospects, without being pushy about lead generation.

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The Marketing Book Podcast: “Discover Questions” by Deb Calvert

The Forward Observer

DISCOVER Questions® for Connections, Clarity & Control: The 10th Anniversary Edition by Deb Calvert About the Book Field research, interviews, and practical application + updates for communicating effectively in these turbulent times. DISCOVER Questions® is a framework to make your questions more purposeful. This is the book that will help you appreciate questions, be more deliberate in what you ask and how you ask it, and prepare you for dealing with various conversational barriers like inf

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Timed Popups - Definition and Examples

SendX

Timed popups are a specific type of popup window that appears on a webpage after a predetermined amount of time. Unlike immediate popups that appear as soon as a page loads, or action-based popups triggered by user behavior, timed popups rely on a set time delay to capture the user's attention. This delay can be calibrated to match the average time users spend on a page or tailored to appear at moments when engagement is likely to be highest.

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Get Ready for 2024 Email Deliverability Compliance Changes

Act-On

Email marketing is a constantly shifting landscape. Service providers like Google and Yahoo regularly update guidelines and evolve their standards to protect their email account holders. If you’re using email as a marketing channel, you need to stay abreast of these 2024 email deliverability compliance changes to avoid a negative impact on your campaigns.

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Effective B2B Sales Coaching Via Situational Fluency

Marketing Insider Group

In the B2B selling world there is near universal appreciation for the value of sales coaching. Research indicates significant impact on forecasted deal win rates, revenue growth and other selling metrics. Research from The Sales Management Association show sales people believe it’s the most important, least supported sales resource. We are among many who believe how you sell is a primary way to create value for prospective buyers, and to differentiate from competitors.

B2B Sales 167
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Salesloft’s Latest Release Focuses on Partner Ecosystem, Improved AI and a New Mobile App

ANNUITAS

Salelsoft has been calling itself an “AI-powered revenue platform” of late – an evolution of its positioning. The company has grown from a simple ‘sales cadence’ and ABM tool for nurturing and building insights around buying committees into a more insight-driven workflow platform that aims to enable more right place, right time engagement for sellers and prospects.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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IP Warmup - Why is it so Important?

SendX

There’s something that is often overlooked in email marketing. Can you guess what it is? If you said IP warmup, you’re right! You may have guessed it because of the title of this post, or because an internet search landed you on this page.

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Digital Transformation Missteps: Analyzing Failures to Forge a Path to Success

Convince & Convert

It’s likely that you have one, if not many, marketing innovation projects underway, with deadlines ranging from yesterday (ugh) into the coming year. Whether it’s incorporating AI, leaning into new social media platforms, finally getting serious about content personalization, or a million other possibilities, there’s probably no shortage of priorities on your to-do list.

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6 ways to use generative AI for your marketing

Martech

Generative AI is revolutionizing digital marketing by altering how we create, analyze and optimize marketing strategies. This technology leverages artificial intelligence for tasks like content creation, data analysis and customer engagement. Understanding and harnessing its capabilities allows marketers to achieve new levels of efficiency and creativity.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]

Ahrefs

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes.

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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Everything You Need to Know About Mobile Commerce

Salesforce Marketing Cloud

If you have a mobile device, you could take it out right now — from wherever you are — and buy anything from a carton of milk to a luxury car (yes, really). That’s the power of mobile commerce. Mobile commerce (also known as m-commerce) has become the preferred purchasing channel across industries, regions, demographics, price points, and more. In fact, 79% of global Cyber Week traffic came from mobile.

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6 Tools to Fine-Tune Your Social Media Advertising Strategy

Convince & Convert

Social media advertising is a great way to quickly generate new customers and create a social media buzz around your (new) product. But it can be quite costly, especially if your team fails to continuously invest time into fine-tuning your strategy. Social media strategy needs constant tweaking, analyzing, and learning from your or your competitors’ successes and failures.

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Email marketers may be hit by Google’s mass account removal

Martech

In a move that may significantly impact some email marketers, Google is set to start deleting inactive email accounts this week. Google initially announced the plan, which only applies to accounts that haven’t been used for at least two years, in May, giving users six months to take action. Inactive email accounts don’t engage with marketing emails and don’t respond to messages or make purchases, which means on some level, Google might be doing email marketers a favor by presenting this pu

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70 Content Marketing Statistics to Bookmark for 2024

Ahrefs

85.19% of all blog traffic comes from organic search. (Animalz) On average, engagement starts to drop after 7 minutes of reading. (Medium) People rarely read online — a pattern that hasn’t changed since 1997.

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The New GTM Playbook: 18 Ways to Future-Proof Your Sales Team

Longer sales cycles. Increasingly discerning buyers. More meetings. Intensifying competition. Economic uncertainty. Go-to-market teams of every size, in every industry, are grappling with these challenges firsthand. Thankfully, there’s an answer. We’ve developed an entirely new way for GTM leaders to identify and execute proven, data-driven strategies that drive revenue.