This infographic from Yellowstep outlines the chasm between what business-to-business prospects want from companies and what they actually get from marketers. Buyers say they want content that helps them solve problems, for instance, but mostly receive company updates or product pitches that aren't customized to their needs.
Business-to-business marketers with limited budgets can attract leads with content, including case studies and white papers, and by conducting information-rich webinars and leveraging LinkedIn, Mathew Maniyamkott writes. Employ automation tools, partner with businesses that complement your own products or services and attend networking events, he advises.
Video is now an essential digital content marketing tool to engage with consumers who are glued to YouTube and Facebook, writes Charles Dearing. He also recommends personalized email campaigns, using consumers as co-creators of your brand's voice on social, employing free analytical tools for data-driven marketing and giving your brand a personality that reflects your target audience.
Adobe has announced a $4.75 billion deal to acquire marketing automation company Marketo. "We believe the combination of Adobe Experience Cloud's analytics, personalization and content solutions with Marketo's lead management, account-based marketing and attribution technology will make us the leading platform for all marketers," says Adobe CEO Shantanu Narayen.
Pinterest will open its content-marketing application programming interface to third-party influencer platforms, offering brands insights into views, impressions and followers. The platform says 92% of marketers who partner with influencers have had successful collaborations.
The implementation of the EU's General Data Protection Regulation is changing ad-buying behavior, with 55% of US marketers saying it has prompted them to invest more in private marketplaces and guaranteed programmatic instead of open exchanges, according to Advertiser Perceptions and Trusted Media Brands. About 80% of global marketers have expressed varying degrees of concern that ad-tech vendors could expose their business to legal action because of non-GDPR compliance, per Demandbase.