B2B Digital Marketing — B2B Marketing, Digital Media and Marketing Str...

Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects.
Sure, we talk about a buyer journey or about carefully mapping content. But at the end of the day, what are we doing? We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption...

2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing.
According to a 2015 survey from Demand Metric and Demandbase, 45% of B2B marketers are testing or have adopted account-based marketing and more than 75% of those plan to increase their use of ABM in the next year. LUMA Partners even singled out Account...

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster.
Our conversation turned to skill sets and the current digital and technology skills gap in marketing today. A thought I had in that conversation has been gnawing at me since: “Today’s marketers don’t have the aptitude for marketing technology.”...

As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. That I’m not doing enough.
Sure, marketing is changing faster today than it did yesterday. Blah blah blah. It doesn’t matter how fast marketing is changing! The real question is “how are you changing?”...