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

How AI Helps B2B Marketing and 8 Strategies to Use Almost Instantly

How much do your Marketing Tech Stack use AI to improve the way you go to market? #theb2bbuzz#b2bmarketing Artificial intelligence is everywhere you look online – from Amazon and Etsy to Netflix and Facebook. Your B2Bs know the technology exists to create hyper-personalized experiences because they use it every time they open an app. They expect a similar experience from your B2B website. 69% of customers expect connected experiences across multiple channels. Remember, your B2B buyers are consumers for the 16 hours they’re not at work every day. AI isn’t optional anymore – and your competition … Read more from… Read More