3 new B2B studies, 3 new growth hacking strategies
Recently, we attended the IAA’s 2023 Global B2B Brand Summit in New York, where more than two dozen top global marketers shared their earned wisdom.
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Marketing Myth #8: Repeating what works will keep on working
We’ve all seen it: a company takes last year’s marketing plan, tweaks it 5% and – presto! – they have this year’s shiny new plan. But history isn’t destiny. And just doing what made you great isn’t likely to work forever.
Marketing Myth #7: Marketing is secondary to sales in B2B
It’s an age-old dynamic. In B2B, marketing generates the leads then hands them off to sales, which nurtures them and closes the deal. At least that’s how it used to be.
Marketing Myth #6: The purchase funnel is still a thing
Wait, the purchase funnel isn’t a thing? How can that be?
Marketing Myth #5: B2B campaigns should be rational, not emotional
You can’t go wrong making rational arguments to B2B decision makers, right? Join us as we bust another marketing myth.
Lean Surveillance
A conversation with marketing technology pioneer Duane Schulz
A platinum award for a company with a heart of gold
So proud that our anthem video for Maximus, “Government at the Speed of Human Need,” was awarded platinum at the 2023 AVA Digital Awards.
Marketing Myth #4: Well-known brands don’t have awareness problems
Contrary to popular belief, name recognition is no guarantee you’ll make a buyer’s short list.
Seriously, must we rank absolutely everything?
Major institutions are rebelling against college rankings. Could the days of rating schools (and other things) be numbered?
Marketing Myth #3: Customer loyalty beats customer acquisition
While B2B marketers tend to focus on the “bird in the hand” – cultivating existing customers – pursuing the “two in the bush” may be a wiser long-term strategy.
Get insights from our two top dogs
Our Chief Canine Officers share their thoughts on the dog-eat-dog world of business.
See what they have to say