Does it really matter whether we can actually “generate” demand?
One camp argues it’s ludicrously naïve to say marketing can ‘magic up’ demand where none previously existed. The marketer’s job is to make sure their brand is in the best position when the customer decides to come to market of their own accord. The other camp says of course we don’t magic demand out of […]
Best-in-class brand building: The B2B edition
If there’s been one defining mantra for the marketing industry over the last few years, it’s this: wise businesses invest in brand during an economic downturn. With 2024 already shaping up to be another unstable year, those words of advice will once again be ringing in the ears of CMOs. Though many B2B businesses overlook […]
Building a brand is crucial at both the top and bottom of the B2B funnel.
Building a brand presence holds immense importance at every stage of the B2B funnel, from initial awareness to eventual conversion. At the top of the funnel, establishing a strong brand identity helps businesses stand out amidst competition and capture the attention of potential customers. Through strategic branding efforts such as compelling storytelling, thought leadership content, […]
Why “excitement and prudence” are the attitudes that B2B marketers are taking toward AI
Though the public’s perception of artificial intelligence has changed over the past year or two, not necessarily for the better, what do B2B enterprises think of AI’s potential to boost their marketing campaigns? The public sentiment tracker on AI maintained by the UK government was updated last month. It demonstrates the public’s growing cynicism about […]
Unleashing the Power of Digital Marketing in the Modern Age
Digital marketing has emerged as a driving force in today’s interconnected world, revolutionizing the way businesses connect with their audience and promote their offerings. From social media campaigns to search engine optimization (SEO) strategies, digital marketing encompasses a diverse range of tactics aimed at enhancing brand visibility, generating leads, and fostering customer loyalty. With consumers […]
Navigating the Evolving Landscape of B2B Marketing
In today’s dynamic business environment, B2B marketing has undergone significant transformations, adapting to the digital age and the ever-changing needs of businesses. With the rise of technology and data-driven strategies, B2B marketers are leveraging innovative techniques to engage with their target audience, build meaningful relationships, and drive sustainable growth. From personalized content marketing to account-based […]