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PHOTO: Wes Hicks B2B marketers had to pivot hard over the last 18 months, especially when it came to event marketing. The wholesale cancellation of trade shows and events, a staple of B2B marketing budgets, left many scrambling to find other avenues to drive awareness and connect with potential buyers. As it turns out, adopting a virtual event strategy can actually produce a number of unexpected benefits â benefits that will surely outlast the pandemic. Of course, virtual events will always be more accessible than in-person events, but the marketers we spoke to had other lessons to share as well. Hereâs how forward-thinking marketers learned to love virtual events and reaped benefits that will follow them for years to come. ....
PHOTO: Markus Spiske | unsplash In a world where potential B2B customers are spending over 10 hours a day staring at their screens, itâs only natural that B2B marketers would want to show up on those screens, too. Unfortunately, between work and play, not to mention endless notifications and countless distractions, people have never had more demands on their attention. If you want people to pay attention to your content, it better stand out. We asked our extended community of marketing leaders what their most valuable marketing tactics were during the pandemic. Hereâs how B2B marketers leveraged content to start new conversations with prospects, drive market engagement and build a strong pipeline. ....