In 45 years of the IPA Effectiveness Awards, B2B has submitted just 61 cases out of 1,618. That is 3.8% of entries. It has won 17 awards out of 581, or 2.9% of winners. That’s not just alarming ...

B2B is often seen to lag behind B2C in marketing, and nowhere is that more true than in the pharmaceuticals industry. Pharma isn’t exactly known for its creativity, and brand-building often takes a ...

B2B marketers face an enormous challenge: how to reach an increasingly fractured audience in a saturated marketing environment. It's the equivalent of hitting a moving target with a constantly ...

The newly released 13th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report highlights that B2B brands are increasingly prioritizing content marketing, but the resources to support ...

A year ago, finance leaders were asking whether AI in accounts receivable was ready for prime time. But now, they’re seeing its impact and moving away from proof of concepts to actual production ...

The concept is increasingly being used as a measure of success in B2B but it’s a backwards looking view of contribution that exacerbates the rift between sales and marketing and risks damaging ...

Matthew Savery, Bozeman Symphony; Linda Curtis, Intermountain Opera; Elizabeth DeFanti, Montana Ballet; John Ludin, the Ellen Theatre ...