If you ask most higher education marketers to describe what they’re marketing, they’ll probably tell you about the courses they need to fill. This is perfectly reasonable. Course places are the bottom-line objective for business schools. However, if you ask the people who’ll be filling those business school places what they would like to learn, you’re likely to...
B2B Marketing Articles
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Editorial Note: This episode of Live with Marketers was recorded back in March, before COVID-19 changed the world of work. The conversation and topics are still relevant today, so we wanted to share. In the B2B world, marketers are sometimes guilty of leaning too heavily on proof-points, with the emotional side taking a back seat. We like to consider ourselves...
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Up to about three months ago, many B2B marketers relied on in-person events. They were a great way to gather audiences in one place, keep their attention for hours, build buzz, and seamlessly make the transition from sharing thought-leadership to starting sales conversations. Yet, even with lockdowns easing in some countries, it’s difficult to imagine such...
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Welcome back to Guess Who’s Buying, the B2B tech marketing game with new rules for the era of the Anonymous Buyer. In our first...
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Brand marketing or lead gen? Lead gen or brand marketing? Attempting this balancing act can pose challenges for B2B marketers who...
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Almost every marketer is familiar with the concept of the customer journey: the process of turning a stranger of your business into a...
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- B2B Marketing