Meet ABM CTV, Madison Logic’s New Channel That’s ‘Closing Gaps’ In The CTV Space
September 26, 2023 
Kelly Lindenau
Connected TV (CTV) advertising spend in the U.S. is expected to grow by nearly 20% by the end of 2023, and 56% of U.S. viewers watch content from CTVs. As B2B marketers prioritize engaging prospects and customers where they are and in more personalized ways, CTV is emerging as lucrative channel. With that in mind, ABM platform Madison Logic released...
Lights, Camera, Conversion: The 4 Uses Of A/V Content Across The Buyer’s Journey
September 20, 2023 Brian Anderson, Contributing Writer
Audio/video (A/V) content has revolutionized storytelling, unlocking a new dimension of engagement. As revealed in the “2023 State Of Audio/Video Content,” B2B enterprises are effectively sharing industry insights, thought leadership and case studies by leveraging podcasts, audiobooks, webinars and video outreach.
The 5 Content Trends That Will Shape 2024 Planning
September 12, 2023 Kelly Lindenau
As organizations start fleshing out their 2024 plans, their content marketing strategies are undoubtedly top of mind. Content can’t be treated as a one-and-done effort; instead, it should be treated as a living document that’s continuously evaluated and enhanced to meet the needs of B2B buyers.
3 Strategies Marketers Can Take From The NFL’s Playbook
September 6, 2023 Kelly Lindenau
For the 72% of Americans that consider themselves football fans, tomorrow night marks the start of a journey that ends in heartbreak or victory. Although I’m the first to admit the NFL is deeply flawed, there are a couple key lessons that B2B marketing practitioners can learn from the sports conglomerate. So, in honor of tomorrow night’s kick-off, here are...
Q&A With Justin Keller, Drift: Why 2023 Is A ‘Watershed’ Year For Artificial Intelligence
August 29, 2023 Kelly Lindenau
New research revealed that 91% marketers are ready to embrace the spoils of AI, labeling the technology as critically, very or somewhat important to marketing success over the next 12 months. The findings were uncovered in Drift's third annual “State Of Marketing & AI Report,” which was released in conjunction with the Marketing AI Institute.
Meet The 2023 Class Of B2B Innovators
August 15, 2023 Kelly Lindenau
The B2B Innovator Awards were created to celebrate the most progressive marketing and sales practitioners pushing the envelope to effectively engage prospective customers and meet their buyers’ needs in the age of digital transformation.
B2B Orgs Propelling GTM Initiatives With Enablement, Growth Engine Practices
August 11, 2023 
Brian Anderson
Today's business landscape — driven by the needs of buyers and employees and technological advancement — is highly volatile. Adding to the complexity are global pandemics and other uncertainties. As a result, B2B organizations are adapting their go-to-market (GTM) strategies to navigate the evolving (and unpredictable) business world.
Come On B2B, Let’s Go Party! 4 Lessons From 'Barbie'
July 18, 2023 Kelly Lindenau
The “Barbie” movie’s marketing is everything — and B2B is just Ken. Through a combination of paid and unpaid opportunities, the movie’s marketing team successfully immersed the world in hot pink through an all-encompassing brand awareness campaign. Here are the top four takeaways from the strategy and how B2B marketers can replicate it.
#B2BSMX Preview: Insider Insights Into The ABM Track
July 17, 2023 Kelly Lindenau
Despite 96% of B2B marketers indicating that they have a documented ABM strategy, 40% are still struggling with aligning marketing and sales, 27% face difficulties with personalizing content for their target accounts and 22% cite cost as a challenge.
Fostering Inclusivity: How Crunchbase Is Shining The Spotlight On LGBTQ+ Businesses
June 21, 2023 Kelly Lindenau
According to a 2022 study, there are more than 783,183 business owners currently employed in the U.S. — but a mere 10% of those represent the LGBTQ+ community. Further, a 2023 report by StartOut found that LGBTQ+ founders face additional barriers to raising capital, and another report said that less than 1% of the more than $2 trillion in funding for startups went to LGBTQ+ entrepreneurs.
Meet The Buyer-Level Intent Platform ‘Revolutionizing’ The B2B Intent Landscape
June 14, 2023 Kelly Lindenau
B2B practitioners are always craving deeper insights into their target audiences: The more targeted they can make their campaigns, the better. To help deliver real-time insights into prospects actively expressing intent, NetLine, a content marketing and lead generation company, launched INTENTIVE, which the company claims is the only buyer-level intent platform able to deliver those insights.
Beyond The #B2BMX Podcast: A Deeper Look At ZS’s ABM Journey
May 31, 2023 Kelly Lindenau
If you listened to this week’s podcast — “How To Execute A Multichannel ABM Campaign” — you heard all about ZS’s journey to orchestrating an ABM campaign. To record the episode, I sat down with Megan Wolfe, Managing Director of the healthcare-based management consulting and technology firm, to pick her brain about the campaign and dive into specifics. But there’s only...
Ladies, Let Your Voice Be Heard
May 24, 2023 Klaudia Tirico
Being responsible for an entire conference content agenda is intimidating, to say the least. After all, people pay good money to attend an event and I, for one, always want to give them all the bang for their buck.
The Art Of Utilizing Text Messaging In B2B
May 17, 2023 Kelly Lindenau
In the fast-paced world of B2B marketing, one tool has emerged to cut through the noise and capture attention: Texting. That's right — the same medium that revolutionized personal communication is now making waves in the business realm. But what are the best practices for B2B texting? When is the best time to deploy sends throughout the buyer’s journey? And...
The 4 Steps To Resurrecting The MQL
May 10, 2023 Kelly Lindenau
To MQL, or not to MQL — that is the question. Over the past year, the industry’s narrative toward MQLs has shifted: It went from the golden goose of marketing to an allegedly inefficient way of driving leads. However, a new perspective is emerging throughout the industry. RollWorks, an ABM platform, is taking the stance that MQLs aren’t dead; just the...