Latest news with #B2BMarketing
Associated Press
19 hours ago
- Business
- Associated Press
New Schubert b2b Infographic Shares Tips For Navigating B2B Digital Marketing Challenges
This infographic highlights practical solutions to the most pressing barriers to B2B digital marketing success. 'This guide is designed to bring clarity by offering marketers strategies to build and execute a successful digital game plan.'— Rich Carango, president of Schubert b2b DOWNINGTOWN, PA, UNITED STATES, June 27, 2025 / / -- Schubert b2b, an integrated digital marketing agency dedicated exclusively to B2B companies, has released a new infographic titled ' The Complexity of Managing Your B2B Digital Marketing Strategy.' This resource breaks down common challenges marketers face and offers practical, actionable solutions to help drive success in the complex B2B digital landscape. 'With rapidly evolving technology, fragmented digital channels and constant data overload, B2B digital marketing can feel overwhelming,' said Rich Carango, president of Schubert b2b. 'This guide is designed to bring clarity by offering marketers strategies to build and execute a successful digital game plan.' Click here to download the infographic 'The Complexity of Managing Your B2B Digital Marketing Strategy.' About Schubert b2b Schubert b2b is an integrated digital B2B marketing agency that uses advanced marketing technology, expert strategies and exceptional creativity to help B2B companies reach their niche audience, increase engagement and build a strong market presence. For 47 years, Schubert b2b has been providing customized B2B marketing solutions for chemical, technology and manufacturing companies. A 100% B2B-focused digital marketing agency, Schubert b2b serves companies located in Philadelphia and around the world. Our goal is to create top-tier marketing for businesses of any size, from startups to global giants. For more information visit ### Lisa Goetz Schubert b2b +1 610-269-2100 email us here Visit us on social media: LinkedIn Facebook X Legal Disclaimer: EIN Presswire provides this news content 'as is' without warranty of any kind. We do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above.
Fast Company
21 hours ago
- Business
- Fast Company
7 B2B marketing strategies for 2025 that drive real growth
If your B2B marketing strategy looks the same as it did last year, your pipeline may already be suffering. In 2025, staying relevant means optimizing every touchpoint, from AI-powered prospecting to personalized content delivery, requiring marketers to: Sharpen targeting and keyword efficiency Use AI to work smarter Capture off-hour buyer intent Optimize for AI-powered search Strengthen multi-channel brand trust Maximize brand visibility through mentions Scale personalization for higher conversions It's a long list of touchpoints for most marketing teams, but it's the reality of targeting buyers who have more choice (and higher expectations) than ever. As the general manager of DesignRush, a B2B marketplace that connects businesses with agencies, I've seen numerous businesses flourish (and fail) due to industry shifts. Below are seven strategies defining B2B growth in 2025, plus practical tips for leveraging these tactics at your business or agency. 1. REFINE KEYWORDS AND ADS FOR HIGHER ROI B2B ad spending is projected to exceed $20 billion in 2025, rewarding businesses that target more precisely, according to Emarketer. To beat the steep competition (and maximize returns), get clear on your strategy to stop ad targeting inefficiencies in their tracks. To sharpen targeting, use long-tail keywords tied to buyer pain points to improve lead quality, and run A/B tests on creatives—even small changes can reveal top performers. Also, add negative keywords like 'free,' 'DIY,' or 'jobs' to block unqualified traffic. 2. USE AI TOOLS FOR SMARTER TARGETING AND PROSPECTING AI is transforming how sales teams qualify and reach high-value leads. By 2027, 95% of seller research will begin with AI, up from just 20% in 2024, according to Gartner. B2B teams are using AI to qualify leads and tailor outreach for: Faster lead qualification using firmographic and behavioral signals Hyper-targeted segmentation by role, industry, or behavior to improve conversion Defining and prioritizing their ideal customer profile (ICP) Segment outreach by industry, pain point, and stage, increasing relevance and ROI And yes, using AI strategically is worth it. Currently, AI-driven messaging can boost click-through rates by 47% via dynamic content creation. 3. DON'T IGNORE WEEKEND B2B SEARCHES B2B buyers are active on weekends. Data shows a 23% increase in weekend traffic, a sign of changing behavior, according to a DesignRush study. Tactics to try include running PPC and email campaigns on Sundays when decision-makers prep for the week, and retargeting weekend visitors during the workweek to capture intent in real time. For example, one firm increased engagement by 35% through off-peak LinkedIn posting. Similarly, a SaaS brand gained 20% higher response rates by sending LinkedIn messages to potential clients on Sundays. This shows the power of reaching users during low-competition, high-focus hours. 4. OPTIMIZE FOR AI SEARCH TOOLS AND CONVERSATIONAL CONTENT B2B buyers use AI-powered tools to research vendors and solutions, making it essential to align your content with AI search algorithms. AI is also changing discovery behavior, so brands that adapt their content for AI search can stay visible and competitive. To gather actionable insights, write in conversational, Q&A-style formats and use clear, concise language in service pages and case studies for better indexing. 5. BUILD TRUST WITH MULTI-CHANNEL VISIBILITY Inconsistent presence across channels can cost your agency credibility. Multi-channel exposure helps build trust and reinforces your authority. To attract buyers, you should ensure your agency has a consistent presence on key platforms like social media, directories, and press outlets. Also, submit your agency for awards and highlight your client success stories across several media channels to amplify credibility. 6. GAIN MORE BRAND MENTIONS AND CITATIONS Consistent mentions in trusted publications and award features build SEO value and signal credibility, helping boost both rankings and client trust. To get mentions, pitch your agency to trusted industry publications and apply for awards that offer high-authority mentions. 7. DRIVE CONVERSIONS WITH PERSONALIZATION Nearly 60% of B2B customers expect personalized content when discovering a company's products or services, according to a Forrester study. To meet this expectation, segment your prospects based on industry pain points and stage in the sales funnel to create tailored messages that speak directly to their needs. Use CRM tools to automate and personalize communication at scale, making sure each message feels relevant and timely.
Forbes
5 days ago
- Business
- Forbes
Leveraging Data-Driven Marketing In A Shifting Economy
Rob Sanchez is CEO of Anteriad, a leading provider of B2B marketing solutions. Data-Driven. Tech-Enabled. Growth-Obsessed. Business-to-business (B2B) marketers are under added scrutiny when operating in an economy undergoing major change. They might be dealing with a freeze on new tech implementations or resistance from leadership to try new innovations. At the same time, goals are ever higher, creating tension when budgets are being scrutinized. The good news is that today, more than ever, B2B marketers can succeed and even grow in these changing times with an approach that is focused on scaling data-driven marketing strategies. They should have robust data programs that underpin everything from analytics to identifying opportunities and activating campaigns with AI technology. The most valuable ways for B2B marketers to scale their data-driven approach include: • Diversifying the kind of data used, including intent data • Improving the accuracy and scale of data used • Better combining data and technology, especially AI The Value Of More, Better Data Marketers today have access to better data at scale than any time in the past, which can help them deliver more accurate targeting and analysis. They have better measurement practices in place to more effectively measure return on investment, lift, lifetime customer value and margin—metrics that can create confidence in a tough time. And they have new tools that can save time and money, including AI, so they can focus on the elements of their jobs that deliver the highest return. However, not all marketers are reaching the full potential of these opportunities. In fact, despite gains, many are under-performing because they are still limited by their data. One key limitation is a lack of data diversity. We are working with global marketers who are not tapping into the diversity and scale of data that is available to them. I see a few reasons that are holding them back. Many marketers start with a limited budget and feel that they must make choices. Many are unsure how to test the value of different forms of data against one another, such as comparing intent data to firmographic data. Or they are stuck with certain technology limitations that hinder their ability to scale up with additional partners. Marketers are often uncertain about the data they do have, and that stalls their ability to choose the right incremental data sources. Solving these sticking points is critical, mostly because proving the value of data often unlocks additional spending and scale. Marketers need to build a testing model that can prove to stakeholders—and themselves—the true contribution of different data sources. Secondly, marketers who do the work to increase data quality and accuracy often see data scale as well. As they become more confident in the data they do have, they can see more accurately what additional data they can add, what new prospects they can target and what new markets they can enter. Setting Yourself Up For Success With Data And AI Technology Marketers who move ahead with confidence and remain nimble when their competitors hit 'pause' can come out ahead, and this time is no different. Marketers can lean into data and AI to push ahead and create a path to improved performance in the long term. When marketers have accurate data at scale, they can get significantly more value from their technology, especially AI. AI outputs, including models, forecasts and even marketing content, are reliant on the inputs—and that often comes in the form of data. I see the power of data and technology at work in real time with our customers. When customers start to see the value of better data, they begin to increase their data flow, buying and testing new forms of data, which increases their customer and business intelligence and supports further scaling. However, to most effectively scale data-driven strategies, marketing leaders need to assess the health and accessibility of their data. Data hygiene and accessibility are the two critical pillars of success. Marketers must ensure company stakeholders are on board to invest in quality data, which means having recent, complete and accurate data as an ongoing priority. Of course, data is only valuable if it can be used, which means companies also need to audit their data storage, data flow and integrations to ensure all channels have access to it. Many companies have moved their data to the cloud to enable better data maintenance and scale. This move also helps marketers more easily feed their data into AI models for analysis and decision-making. Keep in mind that having easily accessible, quality data requires commitment and, sometimes, investment. Many companies have issues with incomplete, old, inaccurate data or technology that is not well-integrated, which makes it difficult or impossible to build multichannel marketing programs that use the data for targeting, personalization or optimization. These logistical issues must be addressed. Companies can invest in internal upgrades or consider working with third-party partners that can provide an alternative approach. Conclusion In today's shifting economy, the B2B marketers who act decisively and scale their data-driven strategies, embrace data diversity and power their technology with stronger insights can position themselves to not only survive but also win. While competitors hesitate and are held back by outdated data, rigid processes and fear of change, the most successful marketers will move ahead with speed and confidence. Scaling better data practices and fully leveraging AI isn't just about optimizing campaigns or saving costs. It's about competing in a high-stakes marketplace. In a volatile environment, there is a real temptation to play it safe. Instead, playing it smart—by building a foundation of better data and technology—positions B2B marketers to capture opportunities others might not see coming. B2B marketers who choose to lead now can emerge stronger, faster and ahead of the competition. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
5 days ago
- Business
- Forbes
CMO And CISO: The Strategic Alliance Every B2B Tech Company Needs
Shashi Kiran is the Chief Marketing Officer (CMO) at Check Point Software, with prior executive roles at companies like Cisco and Broadcom. I recently participated in a CMO-CISO panel that explored these two roles. The discussion was healthy, and I was pleasantly surprised at the questions from the audience to both roles. As I shared some insights with members of my team, it made sense to capture some of these thoughts in an article for broader consumption. In general, the article reflects some of my own observations in roles that I've held over the past few years. Let's start with the obvious. In the fast-evolving world of B2B technology, roles in the C-suite are blurring. Among the most interesting of these convergences is the increasingly intertwined relationship between the chief marketing officer (CMO) and the chief information security officer (CISO). What used to be two very distinct domains—one driving growth, the other defending infrastructure—are now deeply linked. Today, both roles sit at the nexus of digital transformation, customer experience, data trust and corporate reputation. And in B2B tech, where deals are large, cycles are long and relationships are sacred, that partnership is no longer optional—it's strategic. B2B Marketing Is Now A Data Business For B2B marketers, storytelling has gone digital. Buying journeys unfold across multiple touchpoints—webinars, white papers, email campaigns, ABM platforms and more—all of which collect vast amounts of data. Whether it's firmographic enrichment, behavioral scoring or personalized content delivery, modern B2B marketing runs on data. And this data isn't just internal anymore. It often comes from integrations with third-party tools, shared CRM systems, intent providers or cookie-based ad platforms. That means exposure. That means risk. And increasingly, that means marketers must have a seat at the table in security conversations—not as bystanders, but as data owners. Cybersecurity Is A Revenue Issue On the flip side, the CISO's role in B2B tech has expanded from securing endpoints to protecting the entire digital business—including the customer-facing side. In a world where vendors are scrutinized not just on capabilities but on how they handle customer data, security is no longer a back-office function. It's a critical pillar in the sales process. One security questionnaire mishandled, one subpar response in an RFP or one breach in the news, and a multimillion-dollar deal could evaporate. Trust is a currency in B2B tech. And CISOs now help protect it at every stage—from pre-sales diligence to onboarding to ongoing customer success. Why CMOs And CISOs Must Collaborate B2B tech companies thrive on long-term relationships, not one-off transactions. This makes the alignment between marketing and security even more crucial. The blurred boundaries between marketing and security mean these two leaders must work together like never before. Here's why: Shared responsibility for customer trust: Both roles are now on the front lines of protecting (and enhancing) trust—marketing through messaging and engagement, security through privacy and protection. Joint ownership of the digital experience: Every new app, web form, personalization tool or data-driven initiative must be both engaging and secure. That requires marketing and security to co-design digital experiences, not work in silos. Regulatory and reputational alignment: CMOs need to understand the security implications of their data usage. CISOs need to understand the business impact of risk. Together, they can build strategies that are both innovative and compliant. Speed with safety: Marketing moves fast—campaigns launch overnight, trends shift in days. Security, traditionally slower and more methodical, must adapt to support this speed without compromising protection. That requires true partnership. Making The Partnership Work For B2B tech companies looking to foster tighter alignment between CMO and CISO, here's where to start: Speak each other's language: CMOs should gain a working knowledge of cybersecurity fundamentals, while CISOs should appreciate the urgency and agility of modern marketing. Embed security early in go-to-market initiatives: Don't bolt security on after the fact. Bring the CISO in at the planning stage of new campaigns, platforms or tools. Create shared dashboards: Jointly monitor metrics that matter—from lead quality to consent rates to customer data access audits. Make trust measurable. Build a culture of co-ownership: Encourage teams to work cross-functionally. Let marketers learn basic infosec hygiene. Let security teams understand martech architectures and lead scoring models. Tell the trust story—together: Marketing should celebrate security as a differentiator, not just a checkbox. CISOs should partner with marketing to craft narratives that showcase the company's commitment to privacy, governance and resilience. Foster a culture of collaboration: Cross-functional teams, joint workshops and shared road maps can help dissolve organizational barriers and align objectives. Final Thought: Building Secure Brands Takes Two To Tango In many ways, the CMO and the CISO are the new power couple of the digital age. One builds brand love, the other protects it. One generates data, the other safeguards it. Both are now stewards of customer trust—and that's the ultimate strategic asset. Admittedly, in many organizations the CISO and CIO roles are conjoined, but the matter outlined here still applies, and forward thinking CIOs partnering with marketing can drive substantial differentiation, as I've experienced firsthand. So if your marketing and security teams still operate in parallel, it's time to change the game. The future belongs to organizations where creativity and security work hand in hand—because in the end, nothing builds a brand like trust, and nothing erodes it faster than a breach. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Yahoo
16-06-2025
- Business
- Yahoo
Lumen Technologies Scales B2B Personalization with Generative AI Innovations in Adobe GenStudio
Lumen Technologies is leveraging Adobe GenStudio solutions to optimize their content supply chain, scaling personalized B2B marketing and boosting customer engagement Lumen reduced the time to launch B2B marketing campaigns from 25 days to 9 days using Adobe GenStudio for Performance Marketing, leveraging generative AI to drive more efficient content production Through Adobe Firefly and Custom Models, teams are quickly generating marketing campaign imagery to engage different audiences, while adhering to brand guidelines defined by creatives SAN JOSE, Calif., June 16, 2025--(BUSINESS WIRE)--Today, Adobe (Nasdaq:ADBE) announced that enterprise digital networking company Lumen Technologies is embracing Adobe GenStudio to activate generative AI across their organization, shortening the time it takes to deliver personalized business-to-business (B2B) marketing campaigns. Engaging B2B decision makers, who influence major technology investments in their organizations, requires interactions that are highly tailored to their industry, persona and stage in the buying journey. By leveraging GenStudio—Adobe's end-to-end content supply chain solution that optimizes the way marketers and creatives plan, create, manage, activate and measure campaign content—Lumen can scale personalization with AI by dramatically increasing the production of on-brand, contextually relevant content. "Our early investment in fiber infrastructure has positioned Lumen as a trusted partner in powering AI adoption across industries—delivering the secure, scalable, high-performance connectivity our customers need," said Ryan Asdourian, Chief Marketing and Strategy Officer at Lumen Technologies. "Personalization is at the heart of our marketing strategy, and GenStudio is helping us move faster and smarter. By bringing together creativity, AI, and automation, Adobe enables our teams to produce high-impact content at scale—content that resonates, performs, and drives results." "B2B marketing operates within long and complex sales cycles, where contextually relevant content experiences play an important role in deal progression," said Varun Parmar, general manager, Adobe GenStudio and Firefly Enterprise. "As the demand for content rises across channels such as social media, Adobe GenStudio provides a set of integrated AI solutions that alleviate the pressure on Lumen marketers and creatives, scaling on-brand experiences that cater to the unique needs of individual decision makers." Redefining Marketing Campaigns with Generative AI The first interaction that Lumen has with a customer often happens on a digital channel such as social media or email. With multiple touchpoints across a customer journey, thousands of assets have to be created every week to nurture prospects and create high-quality pipeline. Adobe GenStudio enables Lumen to address this challenge by driving more efficient workflows across teams, bringing together creatives that define the foundational requirements of a brand, with marketers that need to activate and optimize variations at scale across channels. Lumen is adopting GenStudio solutions including GenStudio for Performance Marketing, a generative AI-first application that enables teams to quickly create on-brand campaign content for paid social ads, display ads, banners, marketing emails and more. Leveraging persona-based messaging and on-brand design assets, jointly developed between the creative and marketing teams, the company can instantly create content variations for channels such as LinkedIn, Meta and display advertising. This includes AI-generated copy that is tailored to specific audience personas, as well as Adobe Firefly for generating campaign imagery. By integrating Custom Models, which enables teams to train Firefly with their own IP, marketers can scale content production while adhering to brand guidelines defined by creatives. This has dramatically shortened the time it takes to launch campaigns. What once took 25 days from concept to launch can now be done 3 times faster—down to 9 days—with GenStudio for Performance Marketing. The time it takes to create four ad variations for Meta properties across 2 target personas, for instance, was reduced by 65%. Across the 10 industries that Lumen serves, teams can increase the number of touchpoints with B2B decision makers and boost engagement. GenStudio for Performance Marketing also provides performance insights down to the attribute level (colors, objects, locations) for teams to make real-time adjustments to content that drives better results. Optimizing the Lumen Content Supply Chain Adobe GenStudio provides Lumen a single destination for teams to collaborate in real time, generate campaign assets, test creative and adapt campaigns with greater speed, simplifying the web of disconnected workflows, teams and systems that often lead to breakdowns in a businesses' content supply chain. GenStudio solutions including Adobe Workfront (Lumen's work management hub) automatically ingest marketing campaign assets for legal and brand approvals—creating a seamless approval workflow. Lumen is also adopting Adobe Express, the quick and easy app that empowers marketing and creative leaders to reinforce brand integrity, enabling more individuals to easily create and customize content variations they need to drive business outcomes. Lumen is delivering greater organizational agility with Adobe GenStudio, empowering teams to focus on ideas that truly move the business forward. Marketers and creatives at the company are reinventing how they work, democratizing access to generative AI tools that scale content production while preserving quality and consistency. Teams are more data driven in the process as well, leaning on real time performance insights to refine campaigns and make quick adjustments. As generative AI impacts every industry, Lumen is demonstrating the value it brings to the next phase of B2B marketing. To learn more about how Lumen Technologies is leveraging Adobe GenStudio solutions, visit here. About Adobe Adobe is changing the world through digital experiences. For more information, visit © 2025 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners. 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