With the vast majority of B2B marketers suggesting nurturing individual accounts is a strategic priority, AI is increasingly being positioned as the tech that can make this scalable.
From developing a “common playbook” for success to establishing a sense of shared context, B2B sales and marketing can become close collaborators.
While no one has it all figured out when it comes to understanding AI, B2B marketers are urged to jump in or risk being left behind.
New data reveals over a third of B2B marketers are often in conflict with sales, while half work for businesses that believe marketing exists to serve the sales team.
From self-consciousness over being a generalist to worries about not owning the 4Ps, some B2B marketers fear their skillset is not up to scratch.
B2B marketers are urged to ditch MQLs, stop fixating on attribution and flex their strategic muscles to resist being boxed into a lead gen corner.
Marketers explain why prioritising critical thinking, learning to listen and beefing up your business acumen is the route to greater strategic influence.
Claiming events are “more important than ever”, B2B brands explain how they map their event portfolio to “every stage of the funnel”.
While marketing is more influential than 12 months ago, investment isn’t always forthcoming, State of B2B Marketing data reveals.
A focus on pipeline is putting pressure on marketers, with over a third expected to deliver leads regardless of quality.
Marketers discuss how to address the challenge of lead generation in the latest episode of Marketing Week’s webinar series, The Lowdown.
From operating in survival mode to finding flexibility, four B2B marketers discuss the ups and downs of going it alone.
From navigating the risk of “blanding” to building trust, B2B marketers explain how they use AI for content, creative and to “get ahead of bad ideas”.
As lead generation shifts from a numbers games to something more nuanced, marketers explain why it’s important to think about “more than pipeline”.
B2B marketers believe financial literacy will help them secure investment, but is there more involved than just reading a balance sheet?