Lead Pool Marketing

What B2B marketers can look forward to in 2021  

1 February 2021:

“For me, this is the best time to be a B2B marketer. It’s not only B2B marketing’s opportunity, but it’s B2B marketing’s responsibility to take back control of the buying cycle.” Forceful words from Nick Heys, CEO of Jabmo, a global ABM platform serving industrial and manufacturing businesses, bio-sciences and healthcare.

The opportunity described by Heys has been created against the backdrop of a pandemic — and an associated economic crisis — which has forced businesses across the full spectrum of digital maturity, to double down on digital marketing and sales strategies. To gauge the extent and significance of this transformation, we spoke not only to Heys, but to Stacy Greiner, an IBM and Cisco veteran who joined Dun & Bradstreet, the global business intelligence vendor, as CMO in March 2020, just as the pandemic tightened its grip.


Sales and marketing in alignment

Budgetary pressures, and the continuing trend towards ABM, is making upfront alignment with sales a necessity for B2B marketers. “We’ve seen that partnership become critical, and in 2021 is only going to continue to be even more critical: one go-to-market motion,” said Greiner.

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Source: MarTech

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