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B2B marketers use an unprecedented number of tactics to execute budget plans and a marketing mix that encompasses both digital and physical channels. Yet no single approach gives marketers that consistent “bang for the buck” as they try to build programs that boost brand and generate demand. This webinar shares new research findings that show what you have to say to buyers is more important than which tactics you use to say it ― and how content marketing that focuses on customer needs and outcomes provides the essential foundation for achieving a successful B2B marketing mix.
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B2B marketers use an unprecedented number of tactics and channels to execute a marketing mix that encompasses both the digital and physical worlds. Yet our survey finds that no single approach works superbly for most marketers as they try to build program
A greater proportion of the buyer's journey has shifted to the digital world, but the B2B marketing mix isn't keeping pace. Marketers must put 2016 budgets to work on shifting interactions seamlessly between digital and physical contexts to engage more di
Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This webinar draws on Forrester's latest quantitative research to provide a view into the current state of marketing measurement across B2B.Key takeaways:Learn about the insights gap facing B2B marketing organizations. See what metrics marketing leaders across B2B are using to steer their businesses.Hear how to advance a system of aligned measurement in your organization.Target audience level: beginner
Earlier this year, Reltio made a major transformation and shifted its revenue process from marketing qualified leads (MQLs) to buying groups and opportunities. The best part of this change: The company made this significant transformation in just 60 days! And now that it’s been live for about 10 months, the business impact and value of this transformation to the revenue process is too significant to ignore.Key takeaways:Why did Reltio make this change?What important factors were needed to make this transformation?How was Reltio able to make this transition so efficiently and successfully?What business value has Reltio earned in this transformation?Tips and advice for organizations considering making the shift from MQLs to buying groups and opportunitiesTarget audience level: intermediate
Personalization is table stakes in B2B, and it need not involve personally identifiable information to be effective. AI-powered personalization capabilities are enabling more relevant interactions and better conversations throughout the customer lifecycle, helping organizations deliver increasingly contextual interactions with immediate value.Key takeaways:Insights into B2B buyer expectations for and attitudes toward personalizationThe personalization techniques that B2B marketers find to be most impactfulTarget audience level: intermediate
