Apptus Elastic Path B2B ecommerce

Elastic Path, Apptus survey B2B buyers to make the case for improved commerce experiences

B2B vendors can see the size of a deal shrink by 20 per cent if buyers aren’t satisfied with their experience, and nearly half are losing customers due to poor commerce capabilities, according to studies from Apptus and Elastic Path. In an effort to demonstrate the value of automated processes and more streamlined ways to […]

Spiceworks State of IT 2020

What tech pros will spend on IT in 2020 — and where they’re struggling

Eighty-eight per cent of businesses say their technology budgets will stay the same or grow over the next year according to new research from Spiceworks, but but tech buyers at its SpiceWorld conference said they are juggling purchase decisions along with difficult communications issues with senior leadership and a quest to improve their personal brand. […]

Spiceworks Account Intelligence SpiceWorld 2019

Spiceworks gives tech vendors AI-based account intelligence and a self-serve dashboard

Spiceworks used its 2019 SpiceWorld event to discuss its recent acquisition by Ziff-Davis B2B and introduce a console along with artificial intelligence tools it said would help its tech vendor customers create more relevant and engaging marketing campaigns to IT decision makers who are ready to make purchases. Austin-based SpiceWorld is nominally an event for the […]

A B2B industry association takes only 15 seconds of TV time to show the value of its certification

One of the hardest challenges for any industry association is convincing non-members (and even members) to pursue its professional certification program. This often involves a lot of e-mail campaigns, web site landing pages, in-person events and more. The Institute of Management Accountants, on the other hand, managed to make a convincing case in only a […]

IBM CHRO

IBM’s CHRO demonstrates how to position yourself as the voice of HR transformation

This article originally appeared in our bi-weekly newsletter, the B2B Briefing. Sign up using the fields to the right of this page to get this kind of content before anyone else.  It’s not like IBM has a shortage of experts to talk about technology and its impact on the workforce, so the choice of Diane […]

Safefrog 2019 most trusted b2b brands

Building brand trust in B2B: What’s different from B2C?


Successful companies know that branding and building brand trust are the secrets to longstanding relationships with customers. In any industry, building brand trust means getting personal and starting meaningful conversations. The tone and subject matter of those conversations, however, varies between B2B and B2C. Data from the 2019 Trusted Brands Report demonstrates that the most […]

Yesler B2B marketing advocates

Yesler research reveals 77% of tech buyers act as private advocates of their favorite vendors

B2B firms should focusing on driving advocacy via their existing customers earlier in the marketing process, according to research from Yesler that shows 77 per cent of tech buyers are privately recommending vendors to their peers. The Seattle-based marketing firm released the results of its survey of more than 400 CIOs and similar decision-makers as […]

Oracle Rob Tarkoff and Salvatore Ancoretti of Ferrari discuss Oracle Datafox and CX Unity at Openworld 2019

Oracle arms B2B firms with tools to align sales and marketing while improving CX

Oracle on Tuesday used its 2019 Openworld conference in San Francisco to introduce ways for B2B firms to bring sales and marketing data together, as well as tools to personalize and customer experiences based on a variety of contextual data. Among the updates announced as part of its customer event this week, the business software […]

Microsoft snow leopard ai commercial

Microsoft TV commercial uses snow leopards to demonstrate the business case for AI

Poaching and attacks from herders are threatening their existence, and the latest TV commercial from Microsoft showcases how its artificial intelligence software could help spot all the snow leopards that need saving. Produced by its agency Dentsu Aegis Network, the 30-second spot is introduced by rapper and musician Common, who has been featured in the software […]

LinkedIn tech buyers B2B

How today’s tech buyers are enlightened to make smarter business decisions

When it comes to new technology investments, businesses feel the mounting pressure to successfully complete their digital transformation yet recent research reveals that nearly three quarters (71%) of IT projects are perceived as failures and fewer than one quarter (19%) of IT projects go live within budget and timeframe. Considering that technology plays an essential […]

Zoho One Orchestly

Zoho adds Orchestly business workflow management, telephony and blockhain to software suite

Zoho on Thursday introduced Orchestly, a business workflow management tool it said will allow non-technical business professionals to handle everything from content and purchase approvals to employee onboarding, as part of a series of updates to its Zoho One subscription-based software suite.  Beyond Orchestly, the Austin-based firm said Zoho One would now include PhoneBridge, its […]

Pearl Collings Contently

Contently’s new CEO Pearl Collings: ‘There’s  room to move in any which way’

Contently’s new CEO Pearl Collings is focusing on moving the firm from break-even to full profitability by deepening its strengths in core subject areas, growing its services business and network of freelancers. Collings, who formerly served as the chief business and sales officer at Time Inc., was formally announced as CEO of Contently last week. […]

2019 Agency Edge research

Agency Edge study shows B2B brands are still ‘playing the field’ with their marketing partners

The majority of brands are still “playing the field” and farming out work to multiple agencies, particularly when they have bigger budgets, according to research from the Agency Management Institute and Audience Audit. Known as the Agency Edge research series, the two firms gave a first look at the results of a study that’s been […]

ZoomInfo powered by DiscoverOrg

Henry Schuck introduces the ‘ZoomInfo powered by DiscoverOrg’ platform and explains name change

DiscoverOrg on Tuesday will build upon its acquisition of ZoomInfo in February by adopting the latter’s name and moving forward with a combined platform designed to provide broader and more accurate contact data for B2B sales and marketing teams. The new platform, ZoomInfo powered by DiscoverOrg, will bring together information on tens of thousands of […]

Google Ads B2B

A guide to using Google Ads for B2B lead generation

With organic search traffic becoming increasingly difficult to count on due, in part, to the rise of zero-click search results, paid search ads are currently the best way that businesses can expect to receive targeted search traffic from Google. But creating an effective B2B pay-per-click campaign on Google can be challenging due to several factors […]

B2B content empathy

CMWorld 2019 experts offer tips on creating with empathy, pitching martech purchases and helping sales

B2B buyers who make the wrong purchase because they didn’t look at a piece of content might see their budget cut, get passed over for promotion or even lose their job — but at least they won’t die a horrible death like Johann Rall. The German colonel is best known to historians for his command […]

Content Marketing World 2019 CMworld 2019

Content Marketing World 2019: How to develop a strategy, create better buyer personas and build trust

He hasn’t worked there in years, but among the many companies exhibiting on the show floor at Content Marketing World 2019 is a B2B firm that taught Joe Pulizzi some of his earliest lessons. Before it became part of Informa Engage, the Content Marketing Institute’s founder explained in his opening keynote address Wednesday, he helped lead […]