MeritB2B is now Anteriad
True Influence Blog
by Bhumika Dhara
2y ago
Rob Sanchez CEO Anteriad Today marks an important day for the history of our company. We’re rebranding with a new name – Anteriad. I couldn’t be more excited about the future of our company. The new name indicates, “getting in front” and represents our leading approach to B2B marketing. In everything we do, we are leaders, and strive to make our customers leaders, as well. Getting ahead is not just about being the best in the moment, it’s about doing great things every day to set the stage for long term success. For us, Anteriad is the culmination of our own long-term success plan. Our new br ..read more
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MeritB2B Relaunches as Anteriad
True Influence Blog
by Bhumika Dhara
2y ago
March 31, 2022 New Branding Aligns With Company Positioning as a Trailblazer in B2B Marketing Rye Brook, NY (March 31, 2022) – MeritB2B today announced the company’s new name, Anteriad, and new brand positioning at their annual PowerB2B Growth Summit. Anteriad, meaning “pointing forward”, accurately represents both the company’s forward-looking approach, and their solutions that help their customers take the lead in a competitive market. The new brand further emphasizes the positive momentum that puts Anteriad and its customers out in front. “Anteriad is a company that’s ahead of its time and ..read more
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Growing Digital B2B Audiences Through Personal Engagement Across the Buying Group
True Influence Blog
by Bhumika Dhara
2y ago
With Tricia Wiles Ruiz, Creative Content Manager, True Influence powered by MeritB2B Digital is both the present and future of B2B marketing. We all know this. Gartner has predicted that by 2025 about 80 percent of all contact with customers, including marketing and sales, will be conducted through digital channels. The pandemic has drastically accelerated this evolution, but that’s not the whole story. Millennials now have critical input into about three-quarters of B2B purchase decisions, and their preference for quick, emotionally engaging content continues to change the game for marketers ..read more
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Intent Lets B2B Marketers Join the Purchase Journey Conversation at the Right Moment, with the Right Message
True Influence Blog
by Bhumika Dhara
2y ago
By Terry Arnold, Vice President, Sales Enablement at True Influence, powered by MeritB2B B2B marketing is about engaging prospects in a digital conversation that often lasts six months or more. And marketers seldom get to start that conversation. Buyers have already researched your market, and likely your specific service or product, before you send them that first email. Just butting in with a mistimed whitepaper offer can come off as clumsy and, well, a bit rude. That’s where intent data comes in. When True Influence, powered by MeritB2B helped define the intent data category more than a de ..read more
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How Intent Data Lets You Read the Room in B2B Digital Conversations
True Influence Blog
by Bhumika Dhara
2y ago
By Terry Arnold, Vice President, Marketing, True Influence powered by MeritB2B Successfully engaging in a conversation requires you to know about the other person’s background and interests. Why do they care about the topic of conversation? How much do they know about the subject? And, most critically, what do they want to get out of the time they spend talking with you? Modern B2B marketing is a digital conversation – a long, detailed conversation that probably started before you entered the room. The typical B2B purchase journey now includes 27 touches with sellers, according to research fr ..read more
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The Long Affair: Why Do B2B Sales Take So Long to Close?
True Influence Blog
by Bhumika Dhara
2y ago
Smaller deals are easy to close because the buying group is small. However, the bigger tickets are a different game altogether. In a B2B enterprise’s buying group, there will be seven to eight decision-makers at different business levels. Each decision-maker is a stakeholder and you must address their concern or the problem to move the sales forward. This also brings another atypical B2B sales problem: timeline. You must chart out a schedule where you talk to all the stakeholders and address their concerns in a timely manner. There are many reasons big B2B sales take longer to close. However ..read more
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Important Models, Worthwhile Benefits, and Tricky Challenges of Multi-Touch Attribution
True Influence Blog
by Bhumika Dhara
2y ago
How much of an understanding do you have regarding your buyers and their purchase journey? No matter what your knowledge level is in this area, it’s important to remember that a buyer’s journey travels through various touchpoints before it results in a successful conversion. To enhance the effectiveness of marketing campaigns and create more personalized buyer experiences, B2B marketers must not only understand the various touchpoints and messages that make up a buyer’s journey, but also which channels should receive a chunk of their marketing budget. Interestingly, this is where multi-touch a ..read more
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The 7 Most Difficult  ABM Truths All Marketers Should Know
True Influence Blog
by Bhumika Dhara
2y ago
Does your organization use account-based marketing (ABM), or is this a new concept you’d like to learn more about? Regardless of where your company is in regards to marketing efforts, ABM continues to be a beneficial lead generation strategy. It’s relatively common for marketers to be experienced in account-based marketing and understand its benefits. However, this strategy comes with its own challenges, and it’s not always as easy to pull off as some may think. Fortunately, this blog article breaks down the top seven most difficult ABM truths all marketers should understand before diving too ..read more
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True Influence’s Top 10 Most Viewed Blogs from 2021
True Influence Blog
by Bhumika Dhara
2y ago
As a result of the emergence and continuation of the COVID-19 pandemic, 2020 and 2021 were challenging years for families, friends, businesses, and entire communities. Even though numerous changes have occurred, businesses have had no choice but to roll up their sleeves and embrace and implement new strategies to thrive in the competitive B2B market. In particular, content has become a game-changing tool for marketers largely because prospects can gain knowledge and find solutions to their problems, which often creates and increases engagement and conversions. Continue your educational journey ..read more
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Strategy, Data and Execution Help Gigamon Capture ICP Leads and Fuel ROI
True Influence Blog
by Bhumika Dhara
2y ago
Terry Arnold, Vice President, Sales Enablement Successful ABM campaigns require marketers to engage with the full range of purchase decision-makers in their target accounts. For enterprise B2B sellers, particularly those with a clearly defined market, that often means finding new, qualified contacts in accounts that marketing and sales have already identified and targeted. That was the challenge facing Gigamon, a leading network visibility and traffic monitoring company, as it looked to accelerate its revenue pipeline in Q4 2021. Gigamon’s core goal was to bring in net new names from key acco ..read more
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