5 Ways to Build Excellent B2B Advertising

An effective B2B advertising strategy differs greatly from any other types of advertising management. While executing a good B2B advertising strategy can be challenging, there are certain indicators that will show you, yours is on strategy. You’ve Planned It Out Planning a well-defined and accurate strategy is the first step towards successful B2B advertising. Typically, this involves audience mapping, media planning, message and creative planning by audience segment, and of course budgeting. A solid plan will have included a pro-forma ROAS analysis so there is an expected return on investment for the program. You must also decide the end-game of… Read More

What’s Next for Conversational AI?

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Chatbots have been used for a few years now for lead-gen and content marketing use cases. Brands have deployed both rule-based and AI-powered chatbots to share relevant content, set up demos, walk customers through sign-up and automate customer service workflows — all in an effort to deliver consistent, seamless experiences across channels and geographies. But this barely scrapes the surface of what conversational chatbots can do. So what comes next for conversational AI (CAI)? Embedding Conv… Read more from the source CMSWire.com: What’s Next for Conversational AI?, Published by: Chitra Iyer Read More

Brand Storytelling During A Crisis

Activate you brand story from our friends at Forrester Research with a great example from GE Healthcare. #b2bmarketing #theb2bbuzz #b2bbrands At the height of the COVID-19 pandemic, GE Healthcare became the focus of intense media coverage Using elements of storytelling and brand journalism, the organization created a video series that showed how GE and frontline workers were responding to the crisis With 42 videos produced over 42 days, the campaign was one of the most successful in the company’s history At the beginning of 2020, as the COVID-19 pandemic started to take hold, GE Healthcare found itself at the center… Read More

B2B Marketing 3.0 – It’s a (r)evolution!

There is a new sheriff in town and its called: people. B2B Marketers will need to adjust their thinking from MQLs, SQLs, LMNOPQLs to consumer / customer experience. We’ve seen the backlash on LinkedIn as automated intros in the message queue go unanswered and the robot follows get eliminated to the halls of inhumanity of marketing automation.  That’s the (r)evolution – The transformation of B2B marketing from drip-campaigns and tech stacks to well orchestrated human interactions. Sure those interactions are still aided by technology and the insights tech brings, but Skynet must be subservient to humans. So what does that… Read More

Stop forcing your B2B marketing org structure on your buyer’s journey

We’ve built our B2B marketing teams and respective budgets with specialists who know their marketing discipline and channel inside and out. Social Media rock stars, organized events pros, sales-driven field marketers, demand gen maestros and digital gurus deliver on their campaigns. This approach works for individual performance and, well, if you are competing in the Olympics for individual medals. It doesn’t work for marketing teams tasked with creating demand and revenue opportunities with … Read more from the source: Stop forcing your B2B marketing org structure on your buyer’s journey Read More

A New Look for LinkedIn (from the Inside Out)

Since our last major redesign nearly five years ago, LinkedIn has evolved from a place to create your professional profile online and search for others, to an active community of more than 700M professionals worldwide. Today we’re seeing members sharing in record numbers, sending hundreds of millions of messages every week, reskilling themselves by consuming more than one million hours of LinkedIn Learning content weekly, and last year alone nearly five billion connections were made across the platform. And every day on LinkedIn, despite the tough economy, 3 people are hired every second through the community. Read more from the… Read More

Data driven operating model

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Digital transformation is a challenge that every company in the experience era must face. People buy experiences not products, yet in the pursuit of becoming a truly customer centric organization, companies face many challenges. From needing to understand the connection between customer experience metrics to financial metrics, limited accountability over KPIs to inconsistent measurement of customer interactions with the business. Data is the lifeblood of experiences. More here: https://blog.adobe.com/tag/data-driven-operating-model/ Read more from the source: landing.adobe.com Read More