B2B marketing has been turned on its head over the past few years: The field has gotten a lot more competitive, customers are more demanding and the pressure is on for marketers to prove their time and budgets are moving the needle.

The good news is marketers have new tech tools at their disposal, namely improved artificial intelligence (AI) capabilities. While AI is continually evolving, it’s making a big impact in the way marketers can personalize messaging at scale and measure performance to optimize campaigns and gain buy-in from leadership. These new tools are making them more productive and cost-efficient.

In this guide, you’ll discover four tactics to take your B2B marketing strategy to the next level. Check it out to learn how to:

• Think like your buyer;
• Let AI be your marketing assistant;
• Score buyer behavior; and
• Measure success with reports, analytics and data.

While it may seem like magic to some, making it into the inbox doesn’t have to be a guessing game. You can take real, actionable steps to improve your email deliverability — all while increasing customer engagement and eliminating wasted spend.

Email deliverability can be very complex — but it’s worth trying to understand. By landing your emails successfully in your prospects’ inbox, you can make the most of your time, money and effort.

In this E-book, you’ll learn the keys to forming a proactive and holistic deliverability approach to your email marketing. Check it out and discover how to:

• Prime your email marketing for success;
• Validate and test before you send;
• Monitor email metrics once you’ve sent; and
• Respond if you sense a deliverability issue.

 

Creating content and campaigns that help your brand stand out takes more than just latching onto the next viral sensation. The “bread and butter” of B2B digital marketing demands tight alignment between sales and marketing, as well as a seamless integration of your martech stack.

To help inspire your B2B marketing strategy and make the most of every campaign, Salesforce collected some amazing stories of success in industries ranging from financial services and healthcare to manufacturing and nonprofit.

Check out the E-book and get:

• In-depth studies of five successful B2B marketing campaigns;
• Key takeaways and lessons from each story to implement in your own strategy; and
• Resources to help your own B2B marketing thrive.

 

Generative AI is creating incredible new opportunities for marketing, but you might have questions about how it works and why it matters. How do we safely integrate it into our everyday tasks? Where is it headed, and what does it mean for our roles?

This new report from Salesforce shows how 1,000+ marketers are experimenting with generative AI, building their skills and working on trust issues. It provides insights for catching the first wave of generative AI with new tools.

Check it out to learn how generative AI is transforming the marketing role and helping teams work faster.

In an unpredictable world, B2B practitioners are latching on to any semblance of predictability — and that translates to a renewed focus on efficiency. During times of economic turmoil, organizations are refining the ways they go-to-market (GTM) — and making matters worse is that previously successful processes don’t quite cut it in the modern marketing landscape.

In the 2023 edition of the “C-Suite Go-To-Market Benchmark Survey,” respondents revealed that they’re taking a broader view of their campaigns and strategies, as well as redefining their GTM strategies. Throughout this survey report, we’ll analyze the current state of GTM operations and delve into how GTM practices have grown year-over-year. Split through the lens of sales versus marketing and leaders versus laggards, this report will touch on:

• Where practitioners are prioritizing their growth efforts throughout the year, as well as what’s driving that growth;
• How successful companies are aligning internal teams to maximize efficiency and resources;
• The key data sources practitioners are relying on and the increasing importance of leveraging third-party providers; and
• An analysis of the evolution of self-service buyer motions throughout GTM journeys.

All too often, a stellar marketing team finds itself handicapped by an inefficient tech stack. Without the right platforms in place, B2B teams must wade through dirty data and siloed processes — turning their quest to identify, engage, and convert prospective buyers into an arduous, time-consuming task.

It’s not surprising, then, that 52% of people who responded to the Operations & Processes Survey Report said the top challenges keeping them up at night are lack of confidence in data, increasing pressure to maintain high data quality without better tools or processes and an inability to measure attribution due to incomplete visibility into marketing and sales activities.

It’s clear that there’s a large disparity between where most B2B teams find themselves today and their potential. Organizations looking to improve data quality, streamline operations, and ramp up revenue in the new year must turn their focus away from siloed sales and marketing tools and instead embrace a unified RevOps platform that cuts across all revenuegenerating processes and can connect insights throughout all aspects of the buyer’s journey.

This survey report analyzes common shortcomings among the marketing processes and operations of today’s B2B teams. Topics covered include:

• Major obstacles that marketers encounter during lead routing and scoring;
• Gaps in account-based marketing strategies and the root causes behind them;
• Common database missteps and the importance of maintaining good data hygiene; and
• How a RevOps platform can improve marketing processes, drive cross-department alignment, and ultimately boost revenue.

Businesses are undergoing a paradigm shift. The very nature of competition, the ways customers buy and how companies go to market is changing.

A channel partner ecosystem is a new way to think about the go-to-market strategy you already have in place — a new mindset that includes all the partners inside your distribution channel.

The shift in mindset means changing your processes for understanding what and who is included in your ecosystem and how they fit into your strategy.

This guide breaks down everything you could possibly need to begin addressing your new ecosystem mindset, including:

• The new ecosystem blueprint;
• How to get and use channel partner data;
• Applying segmentation for ecosystem success;
• Identifying your partner segments; and
• The benefits of mapping your channel partner ecosystem.

Sales managers are under a ton of pressure — they’re overwhelmed by requests to support deals, join customer calls, guide reps and pull together accurate reporting.

They’re frustrated by the amount of time it takes to ramp up new sellers and to build efficient training processes and, on top of that, they spend hours manually sorting through various dashboards trying to pinpoint areas for improvement.

In short, sales leaders need new ways to scale their coaching and business decisions.

This E-book focuses on the three key ways sales leaders can overcome these challenges and improve win rates. Specific topics of discussion include:

• How successful sales leaders over-index on data to pump insights back into their business;
• The importance of spending more time cross-functionally with business intelligence, GTM and finance teams to reach consensus on what the data is telling you and identifying the path forward; and
• Why sales leaders should invest in modern technology to support their initiatives.

Today’s B2B buyer is better informed than ever before, which comes with a growing preference for self-service buying experiences (i.e., opting to research products on their own as opposed to connecting with a salesperson). In fact, when surveyed, 87% of B2B buyers said they would prefer to self-serve all or part of their buying journey – meaning by the time a buyer fills out a contact form from your website, they are likely in the final stages of their decision-making process.

All too often, this results in low inbound numbers, poor-quality leads, and unhappy sales reps. With such a large number of B2B buyers opting to conduct product research on their own, it is more critical than ever for sales and marketing teams to connect with buyers earlier in their search to shape the narrative of their product, market and expertise to sway buyer’s decisions.

This report will uncover how to find, connect with and influence these buyers with a specific focus on how to:

• Find your engaged audience;
• Prioritize them; and
• Build an intent-based marketing campaign to focus your efforts on high-value accounts that are more likely to purchase.

Download the report and get all the ABM/intent data insights now!

Digital experience refers to the complete online experience of a user, encompassing both the look and feel of a website or product and how easy it is for them to complete their intended goal. Can they quickly understand what your company offers? Can they find the right content while they’re researching their options? Is it engaging and persuasive?

Your brand’s digital experience needs to make an enormous and immediate impact. You can’t rely on your sales team to carry the load to tell an engaging story and get the prospect to feel positively towards your products and company — your website must do this. Your website needs to perform better than your best sales representative and your competition.

Digital experience analytics (DXA) maximizes marketing’s ROI by giving you and your teams the data and insights needed to engage your audience and turn them from passive prospects into engaged customers. Specific topics of discussion include how to:

• Investigate site performance and optimize the user experience within hours — not weeks;
• Find, prioritize and fix site errors fast based on their conversion impact;
• Better understand your user journeys to build seamless experiences that boost conversions;
• Give hotter leads to your sales teams, grow your pipeline faster and deliver greater ROI;
• Discover your most profitable content to help guide and inform your digital strategy and better support your buyers’ journeys; and
• Improve your A/B testing performance by enabling a data-driven mindset.