Digital communities have come a long way since the days of LinkedIn Groups and Second Life. In fact, bolstered by a new wave of innovative tech solutions and ever more savvy and hard-to-reach buyers, in 2021, they look like an increasingly sophisticated means to enable customer intimacy and enable better and Read More
For the last decade we have seen a continued evolution of the B2B buyer’s journey and the acceleration of online buying research. The continued growth of the size of buying team with the complexity that brings, coupled with the rise of ABM as a mainstream practice is causing Read More
What made the winning campaign in the ABM category at the B2B Marketing Awards 2020 standout in such a hotly contested subject area? What were the particular challenges that the client HP faced, in terms of things like audience, product, media, market, etc. and how did the agency Transmission overcome Read More
There is a new truth in B2B marketing – customers don’t simply want to buy from you anymore, they want to buy into you. The secret to moving products is moving minds. This requires modern day marketers to understand the power of feelings over features and take a more Read More
The most potent and efficient brands in the world today are being built with people, not for them. They outperform the competition without outspending them, forge closer connections with buyers and get their market to do their marketing. We call them participation brands. Iris’ 2021 global participation brand Index (PBI) study Read More
B2B buying has never changed so fast or so furiously as its doing in 2021, driven by the lingering pandemic and accelerating tech adoption. Transformations that we expected to be years away have happened overnight and expectations at both ends of the transaction have shifted profoundly. In particular, ecommerce has Read More
Website downtime is scary. New leads can’t get in touch with you. People can’t learn about your products or services. A crashed website can reflect poorly on your entire brand. So how do you avoid your website crashing? While 100% uptime may not be realistic (at least not yet), Read More
Your website is a core component of your B2B organization. As a primary channel for bringing in audiences to get to know your brand and consume your content, it is valuable for driving and facilitating many marketing efforts. Read MoreRead More
Deciding what type of content to include in your B2B marketing emails depends on what type of email you are sending. There are three main categories of B2B emails, these include: Read MoreRead More
You’ve taken the time to gather subscribers, to craft the perfect subject line, to include a unique “to” and “from” and to ensure your emails don’t come across as spam. You’ve worked hard on creating content that you know your contacts will find valuable. So how do Read More
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