You can’t have any conversations in modern marketing without someone bringing up artificial intelligence (AI) and/or data — or using one to inform the other.

There are many flavors of scrappy account-based marketing, but the common ingredients are always resourcefulness, creativity and adaptability. With 57% of practitioners in soon-to-be-released DGR research indicating that they’re prioritizing investments in account-based experiences, Mason Cosby, Founder of Scrappy ABM, took the B2B Marketing Exchange stage to host the third-ever campfire-style session with “The First Step To ABM Is Activation: Building Your First Sales Activation Play.”

Personalization is paramount when it comes to catching the eye of top accounts in today’s crowded digital landscape, but collecting buyer-related information has become somewhat of a minefield for marketers as the list of privacy laws grows longer each year.

B2B buyers don’t directly initiate contact with sales until they’re about 70% through their buying journey — and 84% of the time, they already know what vendor they’re going to pick, according to a new report released by revenue AI-powered ABM platform 6sense. The “2023 B2B Buyer Experience Report” discovered that marketing awareness efforts play a more critical role in the B2B buying journey than sales.

If you’re an avid reader, follower and subscriber to Demand Gen Report, you’ve probably already seen promotional emails, LinkedIn posts and updates about our biggest event of the year: The B2B Marketing Exchange (#B2BMX) in Scottsdale, Ariz. (coming this February 26-28, 2024). You also may have already gotten information about our Super Early Bird and Early Bird rates…

Between dwindling budgets, mass layoffs and economic volatility, 2023 was a scary time for B2B practitioners. Whether they were attempting to motive their remaining team members or trying to make the most of existing technology, practitioners often felt they were cobbling together marketing strategies à la Dr. Frankenstein.

6sense, an ABM platform powered by revenue AI, is hosting its annual customer event, Breakthrough 2023, at the Omni PGA Resort in Frisco, Texas from Oct. 16 to 19, 2023. The flagship event — featuring a “be more” theme — seeks to showcase the business impact of leveraging AI to generate high-quality pipeline, maximize conversions and reduce the waste and guesswork go-to-market teams face.

Audio/video (A/V) content has revolutionized storytelling, unlocking a new dimension of engagement. As revealed in the “2023 State Of Audio/Video Content,” B2B enterprises are effectively sharing industry insights, thought leadership and case studies by leveraging podcasts, audiobooks, webinars and video outreach.

For the 72% of Americans that consider themselves football fans, tomorrow night marks the start of a journey that ends in heartbreak or victory. Although I’m the first to admit the NFL is deeply flawed, there are a couple key lessons that B2B marketing practitioners can learn from the sports conglomerate. So, in honor of tomorrow night’s kick-off, here are three marketing lessons practitioners can learn from the NFL:

The B2B Innovator Awards were created to celebrate the most progressive marketing and sales practitioners pushing the envelope to effectively engage prospective customers and meet their buyers’ needs in the age of digital transformation.