https://vimeo.com/508109716 How do you personalize B2B website experiences when you have over 50 different products, dozens of buyer personas and need to manage extremely long conversion cycles? This is the herculean challenge AudioCodes' marketing team is confronted. We've asked our good friend Daniel Bleichman, who heads marketing operations at AudioCodes, to share with us his approach, tech stack and methods for managing such complex buyer journey scenarios. Personalization is now regarded by digital marketers as the most effective yet most...
Over the past months we have been witnessing the migration of entire B2B business processes from offline to online. Field sales have transformed into inside sales and field marketing into digital. In our recent webinar, we discussed some of those transformations. We showed how Account-based marketers are finding new ways to engage target accounts online as well as leverage personalization. A major cornerstone of that transition process is the website. It's more important than you may think. Your website is...
Optimizing the B2B buyer journey can feel overwhelming. There are multiple stages, decision-makers, and touchpoints to manage. It’s no wonder many businesses struggle to align their sales and marketing efforts effectively. And here’s the thing: understanding your B2B buyer journey isn’t enough. You need a plan—a step-by-step approach that helps you engage potential customers at every stage of the buying process. That’s what this guide is all about. You’re about to learn exactly how to map the journey, address pain...
By: Halel Porat, Trendemon COO and Head of Customer Success The Sudden Death of Field Marketing The new reality of the COVID-19 pandemic has set the marketing industry on its ear in 2020. Events, shows, and field marketing are all out the window for B2B companies, replaced by ebooks, case studies, and webinars as just about everyone works from home. To overcome these new challenges, marketing teams are rethinking their strategies, and most shift to focusing on their own media....
How is ABM helping marketers adapt to the coronavirus era? As with many transitions (like work from home), Covid-19 has accelerated many organizational transformations. One of those transitions is the shift to ABM. This is in part due to the growing focus many companies now give to their existing customers and pipeline. Even before coronavirus, over 45% of marketers report achieving more than double the ROI from ABM. So, we wanted to break down ABM into 5 specific stages companies...
While in many countries the physical streets are becoming deserted, the information highways are overwhelmed. As more and more of the world is keeping indoors, online activity, as the main connection with the outside world, is reaching unprecedented heights. Verizon reports more than 20% week over week increase in web traffic volumes (source). How is this affecting B2B marketers, as well as digital and content marketing in general? WFH in changing how we create as well as consume content In...
On January 14 Google announced that within 2 years they will remove the support of 3rd party cookies. This move comes as part of their efforts to advance privacy on the web. Following this release, we’ve been getting a flurry of questions, from partners and customers alike, about how this will affect our content marketing analytics and attribution capabilities and mapping customer journeys. Hence, wanted to address the topic in the following post and shed more light not only on...
Just like in the Games of Thrones series, for many years the marketing landscape had its own giant wall dividing two populations: the B2B and the B2C (Brand) marketers. That wall separated ideas, methodologies and tools. Even the languages used on both sides were different. However, in contrast to the man-made ice wall, the marketing wall was not erected by people but by the available technology and capabilities. In the past couple of years, Account-Based Marketing (ABM) has taken the B2B...
Account-Based *Content* Marketing – Talking to the right crowd at the right time ABM is a buzzword in marketing these days. However, marketing teams might be surprised to find that this is not a new concept to the Sales Teams they work with. Sales have always had their eyes on target accounts, unlike marketers who have typically aimed to talk to anyone who is willing to listen. That’s changing now that marketers have more data available to them and the...
Here’s the deal: B2B marketing campaigns aren’t just about selling. They’re about connecting with your target audience in a way that solves their problems and grabs their attention. The best B2B marketing campaigns stand out because they’re creative, strategic, and built around understanding the customer journey. They use multiple touchpoints, from social media platforms to b2b content marketing, to engage potential customers and build trust. In this article, we’ll break down award-winning B2B campaigns and show you what makes them...
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