The Spring 2019 issue of B2B Marketing looks at the companies winning the race for customer trust, the revival of direct mail, in addition to advice on how to prepare for an economic downturn and how leaders cope when faced with limited resources.
- Survival of the trustworthy: Molly Raycraft speaks to the companies winning the race for customer trust, and the newbies who are earning their stripes
- The comeback kid: Unfashionable and unloved, direct mail is experiencing a revival as a channel to reach high-value prospects with highly-personalised messages. Paul Snell finds out what’s behind the resurgence, and how to take advantage
- How marketers can prepare for an economic downturn: When times are tough, marketing is under threat. Rebecca Ley explores how to demonstrate tangible value in an organisation under pressure
- Feeling the pinch?: Marketing leaders consistently name lack of time, lack of budget and lack of resources in their top three challenges. Rebecca Ley asked CMOs how they cope when there’s no magic wand to save the day
- Martech. Are you getting what you paid for?: Mary-Anne Baldwin examines the level of discontent brewing in the martech marketplace, and what you can do to get more from your tech
- Prepare yourself for the future of demand generation: What will demand generation look like in two to five years’ time? Paul Snell reports on how the discipline is set to change – and how you can get ready for it
- Adept ABM in action at Accenture: Accenture’s ABM programme has improved win rates by up to 18% and the company is one of the leaders in the discipline. Rhiannon Blackwell, the organisation’s ABM lead, tells Molly Raycraft about its success and the road to get there
- Sparks of inspiration: Three speakers share what they’ll be presenting on ahead of B2B Ignite in London on 9 July, giving their advice on ABM, emotional engagement and rebranding
"Just because you're doing something right, doesn't mean someone else thinks that"
A look inside
This issue contains:
- Thought-provoking features
- Blueprints for success
- Best practice advice
- Opinion from industry experts