Category News

Which Core B2B Marketing Responsibilities Have Most Increased in Importance? [Study] Analytics and performance measurement has seen the greatest increase in importance among the key marketing responsibilities of B2B marketers, followed by content development and distribution, with lead generation holding…

While AI-related buzzwords are now more common than morning coffee, differentiating B2B brands through authentic thought leadership has never been more important. At Content Marketing World in Washington D.C., Richard Murphy, Editor in Chief and Director as well as the…

For those of us in the world of B2B content marketing, we know that the customer journey isn’t always linear and the value of that content isn’t always easy to attribute. Laura Barnes, Senior Director of the Global Content Team…

B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 [Research] 72 percent of B2B marketers have said that they use generative AI tools, with 51 percent using the technology to help brainstorm new ideas, while some 61 percent have…

As B2B content marketing has evolved from simply telling buyers what brands want them to know to creating more useful content, there’s been a shift in perspective. Rather than egocentrically pushing out information, smart B2B brands are empathizing with buyers…

In an age where the allure of artificial intelligence (AI) has captured the attention of so many of us in the B2B marketing industry, the essence of authentic human connection in storytelling is more important than ever. As the dust…

Generative AI is arguably one of the most exciting innovations in business and marketing of our time. While most efforts to understand the implications of GenAI are tactical and application focused, transformative technologies of this magnitude require a shift in…

How can B2B brands bring greater personalization to content experiences, and why is personalized content more important than ever? Personalization has increasingly become one of the most successful methods for creating content that B2B audiences want to engage with, and…

Google has once again unleashed a wave of changes with its October 2023 Core Algorithm Update. As with any Google core update, this one promises to have a significant impact on search rankings and user experience. We’re releasing an update…

A study from Search Engine Journal reports that 54% of B2B professionals engage with a webinar on a weekly basis. During the digital transformation of marketing and the shift to digital channels for communications since COVID, webinars have become a…

Google Rolls Out Demand Gen Campaigns Google has unveiled a new “Demand Gen” campaign type, designed to engage potential customers in the early stages of the purchase journey by targeting high-level search queries and content-based audience segments. This addition broadens…

What are the top generative AI tools that B2B marketers will be using in 2024 and beyond? Generative AI has continued its run as this year’s primary topic not only for marketers in both B2C and B2B but for professionals…

B2B Marketing Managers See Customer-Centricity as Path to Maximized Budgets B2B marketing managers say that focusing on the needs of their organization’s customers and relying on data to make decisions are the top ways to maximize budgets, with 36 percent…

MarketingProfs B2B Forum 2023 is taking place this week on October 4 – 6 both in-person in Boston and online, and as one of the strongest B2B marketing conferences in the world, #MPB2B annually brings together a fantastic group of…

B2B digital ad spend lags post-pandemic, hinting at prolonged recovery U.S. B2B advertising spending is expected to reach $31.72 billion during 2023, with 37.4 percent accounted for by LinkedIn and Meta alone, while almost half of U.S. digital B2B ad…