B2B branding: what is it? How is it different than B2C branding? And why does your company need it?
Easy digital access to information has changed the business-to-business marketing landscape, raising customer expectations for the buying process. As such, B2B brands have had to adopt more sophisticated, personalized tactics, leading some to announce…
Our POV: Digital transformation affects not only B2B buyer journeys, but also many B2B industries’ fundamental business models. As a result, it’s more important than ever that companies invest in B2B branding that complements the newly digitized customer experience and clarifies their transformed corporate story.
Digital transformation has as many definitions as it does…
In a data-driven world, marketers are increasingly focused on measuring the impact of their efforts. The rise of marketing technology, or “martech,” has further enabled this emphasis on metrics — with the industry spending roughly $100 billion in 2018, according to the marketing intelligence firm WARC. From Hootsuite to Hubspot, Mailchimp to Moz, the field…