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5 key trends we’re seeing in B2B marketing

Martech

Marketers get involved in account penetration and expansion Traditionally, B2B marketers were expected to fill the top of the sales funnel with a steady stream of qualified leads, and sales functions like account management were charged with customer retention and expansion. It’s hard to keep up!

eCommerce 136
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CFOs want hard numbers, not brand vibes

Martech

Dig deeper: How to prove the value of brand marketing without sacrificing ROI Practical methods for measuring brand impact Some practical approaches for measuring the commercial impact of brand activities include: Geographic testing. Marketing mix modeling. Brand awareness, trial and usage surveys. Localized digital advertising.

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Optimistic marketers increase expected ad spend

Martech

This surge in retail media investment underscores its growing importance in the marketing mix. Buyers have revised their year-over-year projections for this channel from +21.8% to an impressive +25.1%. Source: IAB “The 2024 Outlook Study: August Update.”

Retail 120
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The HubSpot Blog's TikTok Marketing Report: Insights from 1,000+ Social Media Marketers

Hubspot Marketing

TikTok Marketing Examples Success Across Business Models Both B2C and B2B brands are finding their footing on TikTok. Hone Your TikTok Strategy for 2025 and Beyond As we look toward 2025, TikTok's importance in the marketing mix continues to grow.

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CPCs keep increasing – here’s what you can do about it by CallTrackingMetrics

Search Engine Land

Expand the marketing mix Don’t put all your eggs in one basket. For B2C marketers, evaluate your influencer marketing strategy. Many advertisers still rely on outdated metrics, like call duration, to measure success.

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5 Steps to Create an Outstanding Marketing Plan [Free Templates]

Hubspot Marketing

Marketing plans can get quite granular to reflect the industry you're in, whether you're selling to consumers (B2C) or other businesses (B2B), and how big your digital presence is. Nonetheless, here are the elements every effective marketing plan includes: 1.

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How to market your brand to budget-conscious prospects

Hubspot Marketing

While much of your marketing mix doesn’t necessarily need to change, you should meet these buyers where they are and talk to them using language they appreciate. B2C businesses are no doubt feeling the pinch. And it’s not just consumers — businesses, too, are monitoring budgets and seeking better deals.