What’s working in B2B marketing 2021

Global strategies, campaign updates and trends in the B2B category.
  • Account-based marketing as delivers higher returns than any other B2B marketing approach, according to an ITSMA 2020 ABM benchmarking survey.
  • Research by the B2B Institute and Ehrenberg-Bass has identified a mental availability issue for B2B marketers, so they are looking for unique ways to reach and engage existing and new customers.
  • B2B companies use a broader range of marketing channels and data sources than B2C companies and, due to the pandemic, omnichannel interactions have been cemented as the predominant path for B2B sales.
  • B2B campaigns with a broad reach strategy targeting light buyers or everyone relevant to the category deliver...

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