Topic | B2B

Instead of assuming leads come in at the top of a funnel and work their way down, third-gen systems marketing automation learn from every step of the sales process.

B2B buying decisions don’t happen in an instant. They’re the result of multiple touches, in multiple platforms, over days, weeks, months, and sometimes, even years. Nurturing leads in this type of an environment has numerous challenges.

Chief Marketer recently chatted with several featured speakers at B2B LeadsCon—Aug. 24-26 in New York—to get their thoughts on the best ways to cultivate and retain B2B customers.

Straight from the home office, here's the top 10 reasons you need to be at B2B LeadsCon.

In B2B marketing, it all starts with leads—you need to acquire them, nurture them and then guide them to convert. Figuring out the best plan to make that happen is essential

“The face of B2B is not what it used to be,” Google's Jim Lecinski told attendees BMA15.

Travelers uses three distinct types of marketing content to engage business insurance prospects.

Gates Corp. moved from a product-focused to a customer-focused marketing strategy by getting buy-in from the sales force and channel partners.

In today’s challenging economic climate, truck owners are interested in the total cost of truck ownership, not just singular elements like mileage.

What’s the best way to connect with the B2B buyer and close the sale? Testing a variety of approaches is the key, according to speakers at the B2B Online event in Chicago this week.