As B2B marketing floods into consumer channels, from TikTok-style video to Instagram ABM, the measurement playbook hasn’t kept up. Mediasmith’s Lexi Coulter shares a smarter way to track influence ...

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StackAdapt research shows 77% of B2B marketers say AI scrutiny in RFPs is inadequate, and only 23% use defined AI evaluation ...

Are you curious about what marketing leaders across B2B are measuring these days? How does it compare with what your organization is measuring? Forrester has recently completed its SiriusDecisions ...

Many business-to-business companies have at some point likely considered collaborating with B2B influencers as part of their marketing strategy for expanding their audience. Measuring influencer ...

The Demand Gen study revealed that most B2B marketers realize shortfalls in their current ability to measure and analyze performance and impact, with 40% agreeing it needs improvement, 36% offering an ...

As B2B marketers plan next year’s campaigns, it has become common practice to analyze past campaigns to understand which programs, channels and content are driving pipeline and revenue. However, many ...

In the world of B2B, measuring the effectiveness of our activity has sometimes been ignored or certainly relegated to an afterthought. The Institute of Practitioners (IPA) in Advertising has recently ...

In B2B organizations, clients increasingly expect a seamless, personalized and efficient experience. An elevated customer experience (CX) is no longer just a “nice-to-have” — it’s essential for ...

There are a few significant differences in the way marketers approach B2B and B2C customers. With B2B, customers primarily belong to highly niche target groups like ball bearing suppliers or yarn ...