The latest B2B Marketing trends: Results from the Insight Report

For the last decade we have seen a continued evolution of the B2B buyer’s journey and the acceleration of online buying research.

The continued growth of the size of buying team with the complexity that brings, coupled with the rise of ABM as a mainstream practice is causing many Marketing teams to take a fresh look at the buyer’s journey.

For B2B Marketing and Sales teams, this presents an opportunity to reassess their internal alignment as well as how their content meets the needs of the buying teams they are targeting.

In this webinar Nigel Williams, Chief Strategy Officer at Kingpin, will present insights, strategies and frameworks for Marketing leaders to ensure they are meeting the demands of their buyers.

This webinar will cover:

• Recent B2B buying trends
• The varying approaches to the buyer’s journey
• Personalisation strategies, include stage and persona based approaches
• How to align the buying and selling journey and bring Sales and Marketing to a better mutual understanding

Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Kingpin Communications who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

The pandemic recovery period is poised to be a renaissance for small businesses, so now is a more important time than ever to understand and market effectively to SMB's.

As the economic recovery begins to unfold, brands need fresh insights to find, engage, motivate, and retain SMB customers.

Cargo, the world’s leading Business-to-Small-Business (B2SB) Marketing® agency, has just completed a comprehensive study of over 2,000 American and Canadian SMBs.

This vital webinar will reveal what small businesses fear, forecast, want, and need from enterprise brands in 2021.

After this webinar, you will understand why SMBs might choose to buy from certain enterprise brands and not others. And what you can do about it.

In this webinar, you will learn:
Insights into the current and future state of the SMB segment.
How enterprises’ 2021 messaging and marketing to SMBs must adapt now.
Research-informed strategies for acquiring and keeping more SMB customers in 2021.
Current and forward-looking SMB leaders’ attitudes, mindsets, emotions and behaviours that will help define enterprise brands’ go-to-market approaches.

Your personal data:
The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Cargo (sponsors of this webinar) who may contact you in relation to this webinar and additional Cargo content.

For more information on how we manage your personal data please see our privacy policy
- https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

The B2B sales profession is reeling. Covid19 has fundamentally changed the nature of sales engagements, restricting face-to-face meetings or events for the foreseeable future, making hard-to-reach buyers harder to reach than ever.

Meanwhile, more and more of the buyer journey for complex B2B products and services is being conducted online, prohibiting sales professionals to only the final stages of a deal.

So how do marketing and sales redefine their roles for this ongoing transformation? And what does marketing need to do to help sales both prepare and face this new reality?

We’ll be discussing these issues in this live webinar. Other areas that we’ll discuss will include:

• How marketing and sales teams need to be structured to face the new environment.
• How content needs and expectations are changing in response to buyer behaviour.
• How sales and marketing must adapt to the future of events and meetings.
• How marketing can assist with final stage negotiations.

Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Highspot who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy

Marketers have a clear mission in 2020: to help salespeople adapt to a challenging new environment and maximise their sales.

To do that, they need to be great sales enablers. So far so obvious, but whilst enabling sales has always theoretically been at the core of marketing’s remit, the practical reality has been more conflicted.

So, what do marketers need to do to adapt to this new reality? And how do they become a geat sales enabler

In this webinar, we’ll be discussing these and other related issues, including:

• How both marketing and sales teams’ expectations have changed.
• Where sales teams are struggling most to adapt
• How marketing should redeploy its efforts and activities
• What skills and attributes marketers need to be successful, and how these differed from the old world?
• How marketers’ day-jobs may have changed, and how to adapt to the new reality

Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Highspot who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy

The only reason you create marketing materials is to influence your buyers’ decisions in some way. But influence is really a function of memory. After all, your buyers will make decisions based on what they remember. And you can’t hope to influence those decisions if your messages and content aren’t memorable.

So how do you create memorable marketing?

Join cognitive neuroscientist and Chief Science Officer, Dr Carmen Simon, to hear the results of Corporate Visions’ latest research and learn practical techniques to activate your buyer’s memory and make your marketing more influential.

In this webinar, you'll learn:

1. How memory influences people’s actions and decisions
2. How to make your messages more memorable and persuasive
3. The importance of using repetition the right way
4. How much and what kind of visuals can impact memory
5. How to harness complexity, rather than simplify it

Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Corporate Visions who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

An effective lead follow-up strategy is vital to successful pipeline generation but many businesses struggle to adhere consistently to a cohesive process, often leaving revenue on the table. Well-aligned sales and marketing teams can work together to form streamlined processes to convert leads into pipeline—and ultimately new business.

To understand trends in lead follow-up strategy and efficacy, Conversica investigated 1000+ companies and evaluated their engagement process as defined by the 4Ps of Sales Effectiveness: Promptness, Persistence, Personalization, and Performance.

Join this webinar to hear the findings of this research and leave with key takeaways including:

● Understanding where your company’s performance stands relative to others in your industry
● Which factors are strong indicators of success or failure
● Specific measures you can take to align your Sales team with best practices for optimum success


Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Conversica who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

For B2B technology brands, getting the most out of your partner programs can be the difference between success and failure, especially in these times of global economic uncertainty.

To succeed, channel leaders need to harness new data, technology, tactics and techniques to ensure their channel is delivering genuine measurable business impact.

In this 45 minute webinar, we will hear how Judit Nagypal, Partner Recruit Lead at Microsoft and James Taylor, Commercial Director, Kingpin Communications have worked together to build and execute a successful scalable, multi-region through-partner program for Microsoft Western Europe.

In this webinar, you'll learn:

• How to choose the right partners
• How to build a scalable through-partner lead-generating engine.
• How to understand your partners better – their challenges and priorities, their go-to-market strategy and their specialization.
• How to measure the success of your program, scale and optimize.
• What you need to avoid.

Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Kingpin Communications who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

In-person B2B events are slated to return in 2021. And it’s forcing marketers to talk about the elephant in the room. Because events remain one of the most siloed and expensive of all marketing channels. But that’s about to change.

Since marketing budgets are under the microscope now more than ever, it’ll be up to event marketers to rethink their game plan and take a new approach that overcomes past challenges and limitations.

Sign up to hear the results of Integrate’s latest research on how top marketers across the US and UK are thinking about 2021 event strategy.

Join Chris Wickson, VP & GM of Events at Integrate, to hear:

• What the new, expanded scope of the event marketer includes.
• How to plan for hybrid virtual and in-person events
• How to better align events with demand gen and revenue goals.
• Why creating connected customer journeys is critical to success.


Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Integrate who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

As the world continues to change we are seeing more importance placed on the Digital Marketplace and the ability of sales and marketing teams to adjust their growth strategies has never been more important. This is the time for Marketing and Sales Operations to be agile, particularly around Account-Based Selling.

The volume of data available to support sales and marketing is growing exponentially. This poses a challenge for marketers who are tasked with finding and storing that data, and making increased commercial use of it.

A Customer Data Platform brings all of the data together and enables organisations to more easily make strong commercial use of their data.

This webinar will explain how CDP drives growth, leveraging real-world case studies and practical hands-on experience of using this technology in a live environment.

In this webinar, you will learn:

• What is a CDP and why now it is more important than ever to have one
• Learn how every element of the Marketing mix can benefit from a CDP and drive growth
• Hear from a customer on their early experience and ROI so far

Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Dun & Bradstreet who are sponsoring this webinar and may contact you with relevant information. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Presenters:
• Rashmi Vittal, CMO, Conversica.
• Ashvin Vaidyanathan, Chief Customer Officer, Gainsight
• Kristen Kaighn, Sr. Director of Customer Marketing, Gainsight

Most companies place great emphasis on aligning Marketing and Sales to ensure the pre-sales process is flawlessly executed internally and is pleasant for the customer. And of course, Sales and Customer Success absolutely have to work together to ensure the process for onboarding a fresh customer is the best it can be.

But while Customer Success and Marketing are well-accustomed to working with Sales, too often these two teams are two ships passing in the night when it comes to working with each other.

The good news is that aligning these customer lifecycle ‘bookends’ doesn’t have to be a Herculean feat, and some big benefits in the way of retention and expansion can be realized by doing so.

Join Rashmi Vittal, CMO at Conversica, and Ashvin Vaidyanathan, Chief Customer Officer at Gainsight, to learn practical tips for aligning Customer Success and Marketing to create a customer experience powerhouse, boost customer retention, and create brand fans for life.

In this webinar, we'll discuss

• The role Marketing can play in the customer onboarding process, even if there isn’t a dedicated Customer Marketing resource
• Which customer outcomes both teams should rally around as key indicators of success, and how to measure them
• How Marketing can help Customer Success leverage AI and automation to retain and expand customers


Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Conversica who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

The transformation agenda has accelerated for B2B brands in the wake of Covid19, with buyers expecting more compelling, relevant and timely engagement with vendors than ever before. In other words, great customer experience (CX).

But what does this look like in reality? And how do you live up to it, and match buyers’ ever-escalating expectations? In short, how do you deliver B2B CX fit for 2021?

The answer lies in new customer data analysis techniques and the ability to create highly personalised insights which in turn deliver a highly personalised customer journey. We’ll explore these challenges, and the related solutions, in this live webinar – by attending, you’ll learn:

• How to ensure that customers are driving your transformation journey
• How CX expectations are shifting, and how to prepare for what’s next
• What a connected B2B customer journey looks like, and how to achieve it
• What ‘Personality AI’ is, and how it can enhance your CX


Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Iris Worldwide who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Now more than ever, it’s critical that marketing and sales teams are aligned and performing at peak levels to optimize pipeline contribution and sales win rates.

What good is it if your marketing and sales development teams are driving pipeline but your sales team doesn’t have chops to close them? Or vice versa, your sales team are highly trained ninjas but they’re not getting enough opportunities to close? Or worse, you’re not successfully able to do both?

Join Corporate Visions and Conversica as we discuss methods to help sales and marketing work together to find and close sales-ready leads faster.

In this webinar, you'll learn:

• Tee-em up: Find-Sales Ready Leads Faster in the buyer’s journey
• Suggestions for training your sales team to win at every stage of the buyer’s journey.
• Tips for aligning sales and marketing around finding and closing hot leads
• How the power of conversation can help you generate more pipeline despite the changing economic landscape.


Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Conversica who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Sales enablement is set to be a critical discipline for marketers focused on helping their firms rebound from the coronavirus lockdown. But despite being a core marketing function, there’s much inconsistency in approach and best practice isn’t widely understood. More significantly, the use of tech to enhance, ease or accelerate sales enablement remains patchy at best, and sometimes entirely absent.

In this webinar, using exclusive research from B2B marketing, plus expert insight and commentary from seasoned topic experts, we’ll be exploring what makes great sales enablement, and what steps marketers need to take to help their sales colleagues be most effective.

In this webinar we’ll examine:

• What sales enablement best practice looks like today, and how widespread it is.
• The tips, tricks and tactics that work… and the ones that don’t.
• Sales collaboration strategies that work.
• What the tech-enabled future of sales enablement may look like, and how to get there.


Your personal data:
The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Highspot who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Remote working and virtual teams have gone from being an ideal or aspiration to a reality almost overnight for many B2B marketers – and that means a lag in terms of understanding best practice, let alone deploying it!

Consequently, many B2B marketing teams are failing to achieve their potential, and unlock the enormous potential of technology to enable better working practices and improve performance.

In this webinar, we’ll examine the challenges faced by marketers working in remote or virtual teams, and the role that technology can play in addressing these – and creating a happier and more effective team to boot.

In this webinar we’ll explore:

• How to build a roadmap which team members readily accept
• How to create the right structure and processes for your team
• How to bridge the gap between real-world and online team management
• How to manage resistance and ensure consistent behaviours



Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Asana who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Can you put ABM in a box? Are there numbered parts and a step-by-step instruction manual you can use to build an ABM campaign that will engage your target accounts every time?

Hear first-hand from Louise Mulgrew, Senior Marketing Manager - New Business Acquisition, IRIS Software Group, Eliot Dempsey, Key Accounts, IRIS Software Group and Kathryn Williams, Customer Success Manager at Punch! who built and executed an ABM campaign in a box.

Find out how they used disruptive creative, fuelled by data to generate a buzz that helped IRIS secure the important account(ant)s.

Join this webinar to find out:

• How to leverage ABM to engage your accounts with personalised marketing
• How combining disruptive creative and insights helped IRIS engage accounts
• What sales and marketing alignment can truly do

Presented by:
• Kathryn Williams - Customer Success Manager at Punch!
• Louise Mulgrew - Senior Marketing Manager/New Business Acquisition at IRIS Software Group
• Eliot Dempsey - Key Accounts at IRIS Software Group


Your personal data:

The data we collect here will be used to manage your webinar booking, and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Punch! who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

We’re at an inflexion point in B2B marketing and in MarTech. The first-generation approach to “Modern Marketing” ­– powered by a collection of tools affectionately called your “MarTech Stack” – is running out of steam, piling up debt every day.

As customer expectations increase and executives demand more accelerates, B2B teams are re-thinking their approach, shifting from the traditional Marketing Automation-centric effort to Marketing Orchestration.

This evolved strategy offers CMOs, MOPs and digital demand leaders a unique ability to orchestrate data, systems, programs and experiences while adding new levels of intelligence, activation and alignment with your customers and target accounts.

In this 30-minute session, you’ll gain a fresh perspective on how you and your revenue generation team can deliver new levels of business outcomes, including how to:

• Advance (or skip) 1st-generation marketing automation to apply a market-leading orchestration strategy
• Take the complexity and tension out of your buyer-seller relationship, process and effort
• Move from MarTech Stack logo collecting to customer and revenue obsession
• Integrate your marketing efforts by unifying existing systems, data, people and processes
• Increase data quality to fuel your programs, performance, and sales and marketing productivity
• Deliver better business outcomes through streamlined pipeline and revenue generation

Your personal data:

The data we collect here will be used to provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with Integrate who sponsored this session. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

Not so long ago, video seemed like a shiny new thing in B2B. Now it’s in everybody’s toolkit. Over the next 5 years, we will see the same shift with immersive and interactive content. So, there’s an opportunity.

While everyone else is struggling to see the true value of interactive landing pages, 360˚ experiences, augmented reality and virtual reality, there’s a window for businesses to leapfrog their competition.

In this session you will discover:

Compelling user-cases for interactive landing pages, 360˚ experiences, AR and VR
The data opportunities presented by these new mediums and how to plug them into your martech stack
Case studies including a 300,000% ROI from a VR experience

Your personal data:

The data we collect here will be used to provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with VisMedia who sponsored this session. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy