Industry Insights

Marketing Planning, Collaboration Tools Grow In Importance As Companies Strive To Increase Efficiency & Impact

B2B marketing teams continue to strive towards increasing their overall efficiency to produce programs that drive pipeline. Research from Salesforce shows that high-performing marketing teams are 12.8x more likely than underperforming teams to heavily coordinate efforts between touch points.

August 15, 2018
Written by Brian Anderson

B2B Marketing’s Big Blindspot: PathFactory VP Shares Inside Look At How To Uncover And Address Disconnects In Buyer Experiences

Nothing turns off a buyer more than a disjointed, complex experience with a B2B brand. According to our own research shows that, when buyers are selecting a vendor in a purchase decision, two-thirds (66%) of buyers said the timeliness of a vendor’s response to inquiries was vital to their purchase…

August 13, 2018
Written by Brian Anderson

Humanizing Account-Based Strategies Helps B2B Brands Drive Authenticity, Engagement

As the maturity of account-based strategies within the B2B marketplace continues, practitioners are finding that a unified organization around account frameworks and goals consistently leads to more authentic relationships with current and potential customers. This was the main topic of discussion amongst attendees and speakers at the 9th annual #FlipMyFunnel…

August 9, 2018
Written by Brian Anderson

Closing The Channel Marketing Skills Gap To Support Indirect Sales Growth

With as much as 70% of all world trade being sold though indirect channels, B2B companies are working hard to launch channel programs or enhance those already in place.

August 8, 2018
Written by Terry Moffatt, Channel Marketer Report

Exclusive Q&A: G2 Crowd CEO Discusses Rise Of Peer Reviews, Return Of Co-Founders

In June, the B2B software and services review platform G2 Crowd announced that three of its co-founders would be returning to their original roles at the company.

August 3, 2018
Written by Elise Schoening

Mack Trucks Proves B2B Doesn’t Have To Be Boring With RoadLifeTV Campaign, VR

Storytelling. Authenticity. A human approach. These terms have quickly become part of the B2B marketing vocabulary — especially when it comes to content, messaging and engagement with customers and prospects.

August 1, 2018
Written by Klaudia Tirico

Salesforce State Of Sales Research: AI, Data Insights, Alignment Necessary To Keep Pace With Buyer Expectations

As buyers become more sophisticated and able to navigate their own buying journeys, the role of sales is drastically evolving to align with their needs. Combine that with technological innovation and sales teams face a number of challenges to cater to expectations. Unfortunately, new research from Salesforce has revealed that…

July 27, 2018
Written by Klaudia Tirico