How To Win In The Era Of Human-to-Human Engagement
2020 blurred the lines between B2B and B2C. The COVID-19 pandemic and social justice conversations pushed brands to be more open and honest — and ultimately, more human. By utilizing B2C-like tactics to engage target audiences, B2B professionals brought the “human-to-human” (H2H) concept of audience engagement to the forefront. But last year’s shift in the […]
Rethinking Channel Engagement – Hint: 80% Of It Happens In Outside Partner Communities
Given structural changes in our economy (before and after COVID-19), new buying journeys, emerging technologies, and the explosion of partner types, most firms are now considering ecosystems as the key ingredient to survival (and success). Engaging with these new partner types — including influencers, transactional, and retention — involves getting out of the “Field Of […]
Survival Advisory: The 2025 Webinar Benchmark Revealed
One of the key components of any summer camp is making sure you come away with skills that will help you survey when you are out in the wilderness. At the B2BMX Summer Camp, we have a live event showing the benchmarks you want to look for on your map for a successful webinar. Camp […]
Campaign Performance: Measuring What Really Matters
Understanding campaign efficacy means knowing not just what was launched, but what actually drove meaningful engagement and pipeline. It’s about connecting the dots between tactics and outcomes — so we stop guessing and start learning. In this session, Mperativ will explore:
The Battle For Budget: How To Win Over Your CFO With Your 2025 Marketing Plan
What did marketing leaders have to give up to get their budgets signed off last year? What initiatives were they eager to pursue but couldn’t? In this webinar, attendees will learn how to create a compelling business case for their 2025 marketing budgets and beyond. By the end of the session, they’ll be equipped to […]
Uncovering The Blind Spots In The B2B Tech Buying Journey
With most of the buying process conducted independently, B2B marketers are tasked with building silent influence that shapes pre-contact purchase requirements. Then, once contact is initiated, they must fast-track the decision-making process and displace competitors. Join Ross Howard, Director of Product Marketing at Inbox Insight, as he shares new research that uncovers crucial touchpoints in […]
Demand Transformation: The Practical Guide To Building & Converting MQAs
“Insanity is doing the same thing over and over again and expecting different results.” (Rita Mae Brown, not Albert Einstein — who knew!). That quote could have been written about running a traditional demand generation model in 2024: Given how much buying behaviors and marketing channels have changed, how can we accelerate away from the […]
Attribution For Budget Strategy Is Out; Media Mix Models Are In For 2024
Attribution models are descriptive statistics; they don’t tell you what marketing channels to do more or less of next quarter. Is 30% credit to a channel good or bad? Should you do more or less? In this session, we will highlight how to move from descriptive attribution models to prescriptive budget allocation and optimization models, […]
Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To Creativity
AI is already being used in virtually all aspects of B2B marketing today — from content creation and campaign structure to audience mapping — and in many cases producing impressive results. However, many marketers have understandable concerns that increasing their reliance on machines will have negative impacts on creativity and the goal of building personal […]
New Research: How To Take AI-Assisted B2B Content Marketing From Creation To Conversion
AI isn’t just hype anymore. It’s actually here, and it’s rapidly changing the game for B2B content marketing, promising to make the creation process faster and more efficient than ever before. But let’s face it: It can also be a little intimidating to navigate this brave new world of generative AI while relearning what we […]
