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B2B Marketing Winter 2019

All the essential reading from the B2B marketing space, neatly collected into one handy download

Overview

The Winter 2019 issue of B2B marketing focuses on martech, featuring advice on what to ask when making an investment, how to build a strong relationship with the IT department, as well as what should go into your tech stack.

  • Getting your head around martech: Three senior marketers, who’ll be presenting at Get Stacked – the B2B Marketing Technology Conference on 21 March, offer advice on navigating data analytics, the tech stack and marketing automation
  • What to ask when making a martech investment: Martech investment can be scary. Molly Raycraft outlines the questions you should ask yourself, and vendors, before parting with that cash
  • Marketers are from Mars… IT professionals are from Omicron Persei 8: The relationship between CMO and CIO is  critical. But, as Paul Snell finds, sometimes it can feel like they’re from another planet…
  • What’s in an agency’s tech stack?: For the first time, B2B Marketing can unveil insight into the most popular tech platforms used by agencies, both internally and on behalf of their clients
  • Why ignoring sustainability could melt your marketing efforts: Sustainable profits rely on sustainable and responsible trade. So why are so many B2B marketers ignoring CSR? Reports Rebecca Ley
  • The marketing leader of the future: The world is changing faster than most can keep up, so how should marketing leaders adapt? Mary-Anne Baldwin looks at key trends discussed at the 2019 World Economic Forum and among marketing leaders
  • Inside Adobe’s $5 billion Marketo acquisition: Adobe’s acquisition of Marketo is big business. Marketo CMO Sarah Kennedy tells Paul Snell what the acquisition means for the marketing team and customers
  • The marketing disruptors redefining the rules: It’s increasingly difficult for marketers to stand out in a cluttered landscape. How do you meet that challenge? Three senior leaders tell Rebecca Ley how they laid down new rules for marketing

"Increasingly, marketers are making technology decisions that blur the lines between marketing and IT – including who really owns marketing technology. If rules of engagement around martech decisions and ownership are not in place, it can lead to friction and a perceived power struggle"

A look inside

  • B2B Marketing Winter 2019
  • B2B Marketing Winter 2019

This issue contains:

  • Thought-provoking features

  • Blueprints for success

  • Best practice advice

  • Opinion from industry experts

  • Interviews