Using intent as a unit of B2B campaign measurement
ZoomInfo’s Hussam AlMukhtar shares his intent strategy and how it can impact B2B marketing and sales.
B2B Marketing
MarTech is your source for B2B marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable and more complex. The challenge for B2B marketers is to support what is now a self-guided journey involving numerous personas on accounts and increasingly expanding buying teams. Strategies that were once traditionally B2C are now being adopted by B2B marketers.
Dig deeper:
- Why we care about B2B marketing: A guide for marketers
- 5 strategies to become a more impactful, buyer-driven marketing org
- B2B customer journeys that begin at review sites are significantly shorter
- 16 marketing automation platforms your organization should consider
- MarTech Replacement Survey: Marketers want better features from their martech solutions
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Theorem adds creative optimization to its LinkedIn offering
Theorem now offers an audit of performance across digital channels to support the development of LinkedIn campaigns.
Madison Logic launches new account prioritization solution
Madison Logic's new Insights solution delivers signals that help identify actively engaged accounts.
Good morning: B2B marketing will be disrupted
B2B marketing, having undergone the ABM revolution, seems ripe for further disruption.
Integrate alters roadmap to adapt to changing B2B buying process
The precision demand marketing platform will announce new products at its Game Changers conference this week.
Build trust, gain sales
Brands can just play the compliance game. Or they can turn customer trust into a powerful asset.
Demandbase brings account-based advertising to consumer platforms
The ABM leader offers targeting on Facebook, Instagram, Twitter, YouTube and other platforms.
Good morning: The B2B playbook is expanding
B2B marketers are learning to address customers through a range of digital channels.
Terminus integrates with partner ecosystem platform Crossbeam
The initiative aims at managing ABM strategies for B2B brands with multiple channel partners.
Targeting B2B personas in the right channels to optimize campaigns
One Door improved campaign engagement by meeting their customers where they are.
LinkedIn is leaning into community
On the back iof a solid earnings performance, LinkedIn Marketing Solutions announces new features.
Demandbase added to the 365 Customer Insights ecosystem
The Demandbase group of companies will bring a portfolio of account-based B2B data to Microsoft's CDP.
B2B cozies up to empathy: Tuesday’s Daily Brief
Plus the search for a marketing ops ninja rock star...
Brightcove introduces B2B streaming tool CorpTV
With the tool, businesses can set up their own streaming app and even sell ads into their content.
The evolving B2B customer journey: Thursday’s Daily Brief
Plus an interesting perspective on AI. Do we talk down to it?
How to drive B2B revenue and relationships in a buyer-first world
Five principles for implementing a precision demand marketing approach.
RollWorks announces new capabilities focused on the B2B customer journey
Journey Events and Journey Stages combine to track account progress and identify the activities promoting it.
Terminus acquires Zylotech, the B2B CDP
ABM platform Terminus adds an established, standalone CDP to its offerings.
How to become a B2B influencer on LinkedIn
Businesses need to identify a person within their organizations to be their public face on this important social network, says Darryl Praill, CRO for VanillaSoft.
3 steps to win over B2B buyers
Business buyers have high demands, and sellers need to meet their expectations.