Maximizing your B2B spend: Is account-based marketing worth it?
MarTech » B2B Marketing
by Andrea Cruz
14h ago
In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM). This method focuses on identifying and engaging with specific high-value accounts, treating each as its own distinct market. But is ABM the right approach for your business? This article explores the potential benefits and challenges of implementing an ABM strategy, along with key factors to consider when evaluating its suitability for your organization. Understanding account-based marketing At its core, ABM is a strategi ..read more
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MarTech Salary and Career Survey: More promotions and more layoffs
MarTech » B2B Marketing
by Constantine von Hoffman
3d ago
Kim Davis, editor-at-large of MarTech, and Scott Brinker, editor of chiefmartec.com, discuss the 2024 MarTech Salary & Career Survey at the Spring 2024 MarTech Conference. For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn. The last year saw many different economic trends, some at odds with each other. Although unemployment re ..read more
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How to find and nurture top-notch B2B writers for high-converting content
MarTech » B2B Marketing
by Margaret Lee
1w ago
Last year, my content and SEO teammates drastically changed their approach to content writing. We realized our blog drove visitors but not conversions. The issue? We had an abundance of top-of-the-funnel (TOFU) content, such as:  “What is appointment setting?” “Who is an SDR?” “What is a lead?” Materials like these couldn’t demonstrate details of what we do and how our experience can help our clients. The TOFU content strategy worked for us in 2019, but not now, when our goal is to become and remain the industry’s best. After a content audit, we found our TOFU content lacked in showcasi ..read more
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3 proven ways to use ChatGPT to beef up your content strategy
MarTech » B2B Marketing
by Eric Dates
1w ago
ChatGPT has solidified its position within the marketing community, and the mass adoption proves it’s not going anywhere but up. While most view it as a way to generate new content, I look at it to help streamline and organize my own brainstorming — especially for enhancing my content strategies.  Here’s how marketers like you can leverage ChatGPT and take your content strategy up a few notches without any additional investment. 1. Use your content to create more Tailoring content to suit personas involved in the B2B purchasing process is quickly becoming the norm. Yet, most marketing tea ..read more
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The false allure of B2B intent data
MarTech » B2B Marketing
by Liam Moroney
1w ago
What has more allure in martech than a tool that promises to grant remarkable advantage over the competition? And among such tools, what could be more powerful than one that tells you who is ready to buy? Intent data has become a big category with various sources, all of which promise visibility and focus that can change everything. These days, a marketing program that isn’t leveraging intent data of some description is seen as flying blind and hoping to hit the target with luck and timing on its side. Of course, neither of these is in great supply in this environment.  Only about 5% of B ..read more
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LinkedIn now allows brands to sponsor any organic post
MarTech » B2B Marketing
by Nicola Agius
2w ago
LinkedIn is now allowing businesses to promote content from any user on the app, not just their own employees, expanding its Thought Leader ads into a form of branded content promotion. Previously, brands could use Thought Leader ads to turn posts from verified employees into promotions. Now, businesses have the option to promote posts from non-employees too. Dig deeper: The B2B CEO’s social media checklist Why we care. LinkedIn is a key B2B marketing channel. Sharing insights and experiences from people not on your payroll can help enhance your brand’s reputation, credibility and trustwo ..read more
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How Canva is approaching B2B customers with AI-powered tools
MarTech » B2B Marketing
by Chris Wood
2w ago
Creative technology company Canva launched its latest campaign promoting a growing number of collaborative and AI-powered tools for businesses. The “What Will You Design Today?” campaign was created with Canva’s platform by an in-house team and depicts real-world use cases for AI tools used by marketers and colleagues across any organization. Why we care. Canva’s platform for businesses, Visual Suite, was launched 18 months ago. In that time, the company doubled its MAU to 170 million and quadrupled its paying subscriber base to 16 million. These are clear signs of a winning B2B strategy, whic ..read more
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Microsoft rolls out Copilot AI to more advertisers
MarTech » B2B Marketing
by Nicola Agius
2w ago
Microsoft Ads has expanded its Copilot trial to a larger set of advertisers. The company confirmed it is giving more advertises access to Copilot as it continues to collect data, test, optimize and work towards general availability. First spotted. The expansion was first reported by Google Ads expert Thomas Eccel, who spotted the tool within Bing Ads and shared a screenshot on X: What is Copilot? Specifically designed for advertisers and agencies, Copilot leverages AI to generate recommendations for assets such as product images, headlines, and descriptions. How it works.  ..read more
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Simplifying your martech stack: From pipeline efficiency to brand affinity
MarTech » B2B Marketing
by Bolaji Oyejide
2w ago
Martech has exploded in recent years, with over 11,000 solutions available to help marketers automate and optimize operations. However, much of this martech stack is designed to convert prospects into leads and track them through the marketing funnel. While this approach works well for roughly 5% of actively in-market buyers, it creates a poor experience for the remaining 95% of future customers who aren’t yet ready to buy.  This article explores how conventional martech infrastructure alienates most potential buyers and suggests steps to adapt tools and strategies for better long-term br ..read more
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Here’s what happened at B2BMX 2024
MarTech » B2B Marketing
by Scott Gillum
2w ago
The B2B Marketing Exchange (B2BMX) conference takes place annually in late February or early March at The Phoenician hotel in Scottsdale, Ariz. I was in attendance, along with a good 250 to 300 marketers. It was my first event since before the COVID-19 pandemic. Toss in representatives from about 75 vendors and the event was thick with pitches, presentations and promotions. My goal for the three-day event was to check out and learn more about new technologies from the sponsors and gain insight into the top issues that practitioners are wrestling with day-to-day.  Here are my takeaways.&nb ..read more
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