Companies need to approach digital transformation as an odyssey, not a roadmap with a fixed destination

Jonathan Copulsky, senior lecturer of marketing at Northwestern University and co-author of an upcoming book on business transformation, says moving to a digital-first strategy requires B2B marketers to employ perpetual change — and realize that success has no finish line.

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Customer loyalty marketing is more important than ever for B2B companies

The pandemic has put pressure on B2B marketers to craft a better customer experience and build more multichannel programming. Experts suggest that the right place to start is with existing customers.

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The pandemic has forced B2B companies to reprioritize their goals and boost online branding efforts

B2B marketers have made little progress in tackling some chronic problems (read: sales-and-marketing alignment) and cultivating digital revenue streams. Could the increase in digital adoption caused by the pandemic help clear some of the logjams and spur an online-first strategy once and for all?

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Branding efforts leapfrog to the top of the B2B marketing agenda as CMOs anticipate a rapid economic rebound
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B2B CMOs are much more hopeful about the post-COVID economy than their CEOs, says a recent survey. Cockeyed optimism? More like a sense that the pandemic presents marketers with an opportunity to demonstrate their value to the C-suite and drive better business results.

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Cultivating hybrid events and getting into consumer-driven social platforms lead the agenda

​As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 — and most likely beyond — to steel them for the future.

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With prices down due to the pandemic, B2B marketers see an opportunity to redirect budgets to digital media

With lower-than-average CPMs, B2B companies are turning to digital advertising to combat the decline in their traditional marketing channels. This reallocation doesn’t equate dollar for dollar, but there has been enough of a budget shift to drive substantial growth via paid digital channels.

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The UPS Store, Vistaprint, and American Express, among others, are developing tools, grants, and resources to help SMBs

Across the country, small- and medium-sized businesses (SMBs) are suffering from closures, restrictions, and changes brought about by the novel coronavirus, and many are scrambling to do what they can to stay in business. To help, a number of B2B brands, including Deluxe, Vistaprint, American Express, and The UPS Store, are developing tools, grants, and resources for SMBs.

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For business marketers, visual communications may be more important than the actual content

With digital engagement accelerating, B2B marketers are starting to soup-up the look of their websites and other assets. However, many companies have a hard time connecting improved design with the top and bottom lines.

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