Channel | Demand Gen

Five measurements for B2B marketers to understand how well your message reaches your audiences, and how likely it is to keep them engaged.

The B2B sales funnel must not only adapt to the new digital age, but to a new buyer with new ‘pull’ triggers. Here are four steps to help optimize the B2B sales funnel.

A conversation with Brittany Shaw, Liquid I.V.’s Senior Brand Director, about the strategy and tactics behind the company’s first brand refresh.

With B2B buying groups expanding and evolving, unraveling the intricate decision-making maze is crucial. Here are three vital insights for successfully navigating today's dynamic B2B buying groups.

How brand lift studies can help marketers measure the impact of influencer marketing campaigns.

How can marketers ensure they can elevate brand discussions to the top the agenda in C-suite or Boardroom agenda? The answer, writes our columnist, lies in quantifying and monetizing brand.

Read how the WWE and Cricket Wireless chair phone invention came together, according to Cindy Rozier, AVP, Marketing - Brand - Advertising, National Sponsorships, at Cricket Wireless.

KYC, or Know Your Customer, is table stakes in modern marketing. But while these methods are second nature in B2C, many B2B organizations have not embraced this strategic shift.

Here's part two of our discussion with Morgan Stanley CMO Alice Milligan, which covers the social media strategy, leveraging emerging technologies, AI-driven efficiencies and cultivating talent.

As one of the few companies to take an anti-AI stance, Dove has pledged to not use AI-generated imagery to represent women in its advertising.