There's no one-size-fits-all playbook design because every organization is unique. Yet there is a process you can follow ..read more

B2B organizations must know their buyers, anticipate their needs, and empower them with each interaction — or lose to providers that do. Signals help transform the way we interact with our audiences across functions, disciplines, and interaction types, helping B2B organizations deliver contextual interactions with immediate value throughout the customer lifecycle. Check out these sessions ..read more

Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and Gen Zers comprising more than half of the modern workforce. From their consumer interactions, digitally savvy B2B buyers are aware that they’re signaling their interests through their behavior, content consumption, and social interactions. In ..read more

Nearly two-thirds of marketing leaders say that they don’t believe their measurement and analytics are well aligned with organizational objectives. A continued focus on marketing sourcing is emblematic of the problem ..read more

A year after the release of Adobe Firefly, B2B content workflows come into focus, with brand guidelines and broader participation possible in content creation and distribution activities ..read more

Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May ..read more

These three companies have transformed their businesses to maximize customer value and relentlessly drive internal alignment. Get a preview of the success stories they will share at B2B Summit North America in May ..read more

Overcome tall poppy syndrome. Inspire team growth, foster a learning mindset, and challenge the status quo. Achieve extraordinary results through practicality, influence, curiosity, and resilience ..read more

Discussions with 100 CMOs and key marketing leaders in India revealed the massive transformation genAI is already bringing to many marketing organizations across the Indian subcontinent. Read some of their comments in this post ..read more

Adobe has announced the Adobe Journey Optimizer - B2B Edition, which allows B2B marketers to create buying groups and orchestrate journeys for buying groups at scale. This new functionality helps B2B organizations align with sales, target buyer roles more effectively, and measure marketing’s impact on revenue ..read more