Do you ever feel like your calendar is running you instead of the other way around? Ever get agitated due to too many competing priorities and super tight deadlines but not enough time? Or have restless nights thinking about your version of the TPS report? (Gotta love "Office Space!") If you've answered yes to any of these questions you are living with stress.
Eighty-four percent of B2B marketers plan to boost their budget this year, according to Salesforce's just-released "State of Marketing" report. Moreover, 34 percent plan to shift spending from traditional mass advertising to advertising on digital channels.
As noted in my 2015 predictions, savvy connected customers are transforming how B2B companies are doing business—we no longer have the luxury of pretending like there is not a person at the end of each transaction. The traditional role of the B2B marketer is changing rapidly and the best way to make sure we retain our relevancy is to embrace the change and elevate our relationship with the customer to even higher levels.
Having a brand that's stood the test of time for nearly 90 years is a benefit many companies would envy, but it comes with its own set of challenges. Caterpillar found that out when it came time to revamp its marketing strategy.
In the world of B2B, the drums have been beating for organizations to evolve their go-to-market approach from simply offering standalone products, to providing more comprehensive solutions. The idea is that by offering a range of products to a customer, the buyer/seller relationship will be stronger, ensuring greater customer loyalty and, ultimately, more share of the customer's wallet. In fact, data from our SiriusIndex benchmark indicates that B2B organizations are spending about 50 percent of their product-oriented marketing dollars on solutions. Indeed, this solution evolution has also fueled acquisitions as organizations jockey for the position of the full solution provider.
The big game is just around the corner, and while most everyone outside of New England will be rooting for a Tom Brady flop, marketers will be keeping just as close an eye on the ads as the game.
Of course, the Super Bowl is the biggest stage for consumer brands, so much so that commercial breaks have come to garner as much or more hype than what happens on the field. Advertisers pull out all the stops with over-the-top spots that run the risk of becoming a high-profile flop; but those who make the right moves are rewarded with invaluable attention. That kind of energy is exactly the kind of play B2B marketers should be taking from B2C's book.
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Facebook has introduced a tool designed to help marketers determine whether their advertising on the platform is driving people to buy their products or services.
B2B marketers are pretty bullish this year—so much so that 51 percent are boosting their marketing budgets by, on average, 6 percent, according to a new report from Forrester Research.
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Twitter has introduced native video tools and group messaging.
Unilever, a provider of packaged consumer goods to retailers, is set for a review of its media buying and planning, according to a report in Advertising Age.