B2B Marketing

The Current State of GDPR Compliance in Marketing – B2B Marketing Article

We’re nearly 18 months removed from the implementation of the EU’s General Data Protection Regulation (GDPR). After all of the panic leading up to GDPR enforcement, we can safely say that the marketing world has not grinded to a halt due to compliance challenges. But after Google was fined $57 million for violations earlier this year, previously theoretical GDPR compliance concerns became all too real. And for marketers, the pressure to adapt is mounting. Because third-party data plays such a…

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Three Key Takeaways from Gartner’s New CMO Survey – B2B Marketing Article

Gartner has just published the results of its 2019-2020 CMO Spend Survey. The research report is based on survey responses from 342 marketing executives in North America and the U.K. at companies with $500 million to $5 billion or more in annual revenue. The Gartner study produced several valuable data points, but I want to focus on three takeaways that I found particularly interesting. Marketing Budget Growth Gartner’s survey indicates that marketing budgets will come in at 10.5% of company…

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Shopping for ABM Vendors? Read This First. – B2B Marketing Article

Choosing an ABM solution is like choosing an ice cream flavor at a new scoop shop. Not only are there a ton of different options, but some might be flavors you’ve never even heard of, let alone tasted. At this point, you have a few options. Pick something completely new, and you might find something amazing that you love – or you’ll find a flavor that you hate and waste your hard-earned money. Pick an old classic, and you could…

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Sales and Marketing Unite | Oktopost Podcast – B2B Marketing Article

We’re very excited to share the new Oktopost podcast, B2B Marketing Now! In our first episode, Brett McNay, the Director of Enterprise Client Engagement at Bluewolf, an IBM Company, joins Jessica Stephens, Inbound Marketing Director at Oktopost to discuss sales and marketing. Subscribe wherever you listen to podcasts, as this is the first topic of a twice monthly program. Next time we will be reviewing the power of video in B2B marketing.   A Few Takeaways from Episode 1 “SDRs can…

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B2B Messaging: It’s Harder Than B2C – B2B Marketing Article

Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical. These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights. B2B Buying Happens By Committee With B2C sales, a marketer…

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Avoid Getting Caught in the Next B2B Marketing Crisis – B2B Marketing Article

Advertisement Wait, what B2B marketing crisis? If you’ve been watching the news at all concerning global relations (in your lifetime…), then you probably feel like there’s always some kind of conflict brewing up. The same could be said for the marketplace, except instead of talk around a potential conflict, you get talk around recessions (and with some news outlets, depressions). While some blow off the talk as just that, we’ll never forget what surprised us in 2008. People lost their…

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5 Proven interactive content types that boost lead generation – BBN – B2B Marketing Article

Today, content marketing is a strategic marketing approach that many B2B companies use. But if so many are doing it, how can you differentiate yourself? By using interactive content. Here are three reasons why: The average attention span has shrunk to 8 seconds. Your competitors are already building quality content of their own. It’s a great conversation platform for gathering insights. Ok, there are more than three reasons. But I hope these three reasons are enough to convince you. Your customers…

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Maximising ‘Marketing at the speed of light’ – B2B Marketing Article

Last week I was invited to a presentation by B2B Marketing on ‘Marketing at the speed of light’. It gives great insight into the latest trends and challenges B2B marketers are facing in industry right now, and touches on the things we need to get to grips with to evolve.

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Why It’s So Hard for Companies to Change – B2B Marketing Article

In 2013, Scott Brinker, Hubspot’s VP Platform Ecosystem, and the author of the widely-read Chief Marketing Technologist blog, published a post that introduced Martec’s Law. In essence, Martec’s Law states that technology changes at an exponential (very fast) rate, but organizations change at a logarithmic (much slower) rate. (See Scott’s graph below.) The rapid development of marketing technology is well documented. The 2014 edition of Scott’s marketing technology landscape supergraphic contained 947 technology providers. The 2019 edition of the supergraphic…

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