B2B Marketing

If you can name a cornerstone principle of marketing strategy– odds are COVID-19 has up-ended its conventional wisdom. Buying habits have changed, strategies have changed, and – most importantly – the ways brands build relationships with customers has changed this year. With many marketers being forced to throw out the playbook in 2020, many are scrambling to understand what’s next for 2021. Taking a look at consumer behavior this holiday season we see less visits to physical store locations, but growing basket sizes and…

"I think that the biggest sentiment that changed was a shift from outward hard selling to empathetic selling. The word empathy started to be a part of many of my conversations with CMOs and VPs of sales." Hi Randy, tell us about the most challenging task you handled as CMO in 2020.  We have to remember that we all woke up in 2020 probably feeling pretty excited, at least that was the case for my team at Uberflip. We had made some key hires, we had a really strong go-to market strategy, we had plans of how to segment…

Modus announces the appointment of David Kriss as the Head of Customer Experience and the newest member of Modus' senior leadership team. Kriss leads the Solutions Engineering, Solution Implementation and Customer Success teams. "We’re excited to have Dave join Modus. As we accelerate to our next level of growth, Dave deepens our commitment to the customer being the focal point of everything we do," said Orrin Broberg, CEO, and co-founder of Modus. Marketing Technology News: PlaceIQ’s Mobile Location Data Now Available…

Marketing consultancy DemandLab launches the first SaaS solution to merge seamlessly with Marketo and Salesforce and enable B2B organizations to confidently measure the impact of full-funnel marketing on revenue DemandLab, a technology-focused marketing consultancy, released Sightline, a business confidence solution that collects marketing and sales data across multiple marketing platforms and demand generation channels and creates a holistic record of the lifecycle for each customer. Sightline was developed by marketers…

Xebec Communications Pvt Ltd, an independent creative and digital marketing services agency has reinforced its B2B solutions for clients with a plethora of new offerings. Xebec is a 28-year-old agency with a specialized focus in the B2B marketing space. The company has offices in Pune, Mumbai and Bengaluru and has handled some marquee clients in the B2B space. Volvo Construction Equipment, Cooper Corporation, ABB, Kohler, Cummins power generation, Demag Cranes, Thyssen Krupp to name a few. Clients in the IT…

Tracy Eiler to lead and scale the company’s marketing engine to drive continued growth in 2021 Alation Inc., the leader in enterprise data intelligence solutions, announced the appointment of Tracy Eiler as Chief Marketing Officer (CMO). Eiler is responsible for driving Alation’s marketing strategy to scale the company and help customers in their quest to become data-driven enterprises and foster data culture. Eiler has more than 25 years of experience building and scaling high-performance B2B technology marketing teams.…

New product enables companies to see which actions are driving pipeline and revenue, closing the loop for marketing and sales teams DemandJump, the leading marketing insights and attribution platform, announced  the launch of Account-Based Attribution, a new product enabling marketing and sales teams to measure the true revenue impact of every touchpoint. Due to siloed tools, offline touchpoints, longer sales cycles, and disparate CRM data, B2B marketers have struggled with attribution more than their B2C counterparts -…

"Purchasing and interactive decisions made on mobile apps and online will be largely determined by the quality of the digital experience in 2020 and beyond." Can you tell us about the importance of B2B martech partnerships, like the one you just had with HubSpot? To understand the importance of RollWorks’ partnerships with HubSpot and Marketo, it’s necessary to step into the shoes of the modern marketer. If you can picture the iconic “The Scream” by Edvard Munch then you have an idea of what most modern marketers…

"The sales industry has been completely overhauled in the last 2-3 years as automation alleviates administrative tasks for reps, and enterprises adopt artificial intelligence to glean better insights from data and so on. " Tell us about Gong’s 2020 Growth map – what has been your most decisive moment this year? This year was truly one like no other. As a result of the pandemic we saw our platform (that uses AI to draw data and insights from sales conversations wherever they happen) triple in revenue in the first half…

Improvements and powerful new feature shine a light on content that works, elevating collaboration between sales and marketing to move deals forward faster Mediafly, a provider of sales enablement technology, content management and advisory services that create interactive, value-based selling experiences, announced its Winter product update. Mediafly introduced Shadow Content Finder, a feature that helps organizations identify and track the performance of seller-generated content (vs. marketing-approved content) to…

Tell us your number 1 prediction for Marketing technology companies and how they should prepare for 2021? Budget Cuts Will Catch Up with Technology Companies    COVID-19 caused businesses to reduce costs and re-think their revenue and plans for 2020 and beyond. In 10Fold’s nationwide survey published this fall, the 2020 CMO Report, 61% of B2B technology companies reported their marketing budgets were cut during the pandemic.  Most surprisingly, 60% of the respondents reported that their key performance indicators (KPIs)…

Small businesses have been hit hard by the pandemic and, as a result, a great number of brick-and-mortar stores globally have been left deserted. Telecommunications and ICT company Telia Finland turns empty business spaces in Helsinki, Finland into Christmas displays to encourage consumers to shop small for Christmas. “The significance of small businesses for the economy is enormous, and the financial wellbeing of an entrepreneur has a direct impact on their entire family. We want to encourage people to purchase…

New Business Strategies, a global B2B marketing, and customer experience professional services firm, has been selected as the external marketing agency for SmartForce Technologies, Inc., a leader in insights-driven, crime reduction software. SmartForce Technologies has signed on with New Business Strategies' Parachute Services, a suite of services designed to accelerate marketing results and program execution. Marketing Technology News: Dun & Bradstreet Launches Buyer Intent, To Help Increase ROI For UK B2B…

Early adopters realise 37% increase in email open rates and 20% increase in return on ad spend Dun & Bradstreet, a leading global provider of business decisioning data and analytics, announced the availability of D&B Buyer Intent in the UK, which enables B2B marketing and sales teams to unmask early-stage buying signals from companies in the market to buy. This early detection of digital signals enables sales and marketing teams to increase the timeliness, relevancy, and impact of their go-to-market strategy.…

"Terms like “business isn’t personal” went out the window. We all got to know each other a lot better and worried about each other more. One of the lessons we learned about customers was that business owners were stuck with more questions than answers during this crisis." Hi Clayton, please tell us about your journey into marketing technology and how you started at American Express. Throughout my career, I’ve held leadership roles at some of the world’s most creatively awarded advertising agencies, BBDO, Deutsch, I ran…

Testimonial Hero, a leading video testimonial service for B2B marketing leaders, announced the acquisition of Applause Lab, a technology-enabled video testimonial platform. Testimonial Hero will acquire the technology, team, and assets—including Applause Lab's existing customer base of 77 companies. "This acquisition strengthens our ability to make stunning, fully remote video testimonials increasingly frictionless," said Sam Shepler, CEO, and Founder of Testimonial Hero. "The acquisition of Applause Lab brings strong…

Understanding how people think and act has always been at the heart of the most powerful consumer marketing. However, a new report from Stein IAS, ‘In Search for the Emotionally-Qualified Lead (EQL)’ reveals why emotionally-lead marketing is just as important in B2B buying decisions. Marketing Technology News: xTuple Launches ERP-E-Commerce Integrations with Shopify, Woo Commerce and ShipStation A major study by Google and Gartner indicates that, while the average B2C brand has an emotional connection with between 10%…

Industry-leading integration redefines holistic webinar marketing in the age of remote work Act-On Software, the leading growth marketing automation platform, announced its integration with Zoom to debut the most streamlined, completely embedded workflow for webinar marketing automation to date. In a time where marketers need to reach socially distant audiences and execute more webinar campaigns than ever, there’s a massive need for a solution that can optimize behavioral scoring and work in tandem with larger marketing…

Leadspace, the leading B2B customer data platform provider, announced that their unique segment building utility is generally available for customers using their Leadspace On-Demand application. This announcement comes with their Fall 2020 product release, which also includes updates to their custom data ingestion engine and enterprise account mastering solution. “We think our data agnostic approach to solving modern B2B marketing and sales challenges allows us to build the ultimate segmentation hub,” explains Leadspace…

With over 35 virtual sessions the day-long experience will feature an all-star lineup of leaders from innovative brands and organizations to help small businesses do more business For more than 60 years, American Express has been committed to supporting the small business community. American Express is continuing that commitment with a unique virtual experience, bringing resilient entrepreneurs together from coast to coast for “Business Class LIVE: Summit for Success” on October 20, 2020. While the Summit is typically held…