The B2B buyer’s journey is a nonlinear, lengthy process that often spans multiple channels and involves several stakeholders. For many brands, this causes a leaky funnel filled with inaccurate or incomplete account data and leads that get lost in the handoff between marketing and sales. But B2B companies such as…

In the current content and email-saturated landscape, B2B marketing and sales professionals are constantly challenged with crafting relevant messages that stand out from a sea of “Hello, [first name]” subject lines. Naturally, the topic of personalization is often talked about in content marketing and sales enablement, but what many organizations…

As B2B companies become more customer focused, unique opportunities are arising from the deep bonds developed between buyers and sellers. Tactics such as referral marketing have become more prevalent as buyer expectations change and B2B businesses look to their customer advocates to bolster new conversations.