B2B marketing

A snapshot of on-the-ground insights: What marketers, product leaders, and creatives saw, said, and took away from Cannes Lions 2025.

In 2025, the gravitational centre of the martech universe is undergoing a quiet but powerful realignment. While some platforms remain steadfast, others are receding—or even collapsing under their own weight…

Piper uses a business’s Marketo Engage data—including lead details, account information, and campaign engagement history—to create personalised experiences at scale.

This acquisition will deliver intent-driven marketing solutions for B2B companies to empower them and connect with buyers faster.

While one might think DCT would choose a marketing firm to promote videos and target business audiences, DCT decided on LinkedIn, and it brought in the desired results. Not just for business boardrooms, Abu Dhabi is a hallmark of a luxury travel destination — from scenic golf courses, futuristic and soaring skylines to its cultural […]

In the latest quarterly product release of its Sales Navigator solution, LinkedIn added data validation, a Gong integration, a new search experience, and a reimagined Leads Page. The new data validation feature allows users update their CRM systems with the real-time information LinkedIn Sales Navigator provides. It will flag profiles in Sales Navigator when the […]

Gone are the days when price and product solely decided a customer’s loyalty to brands. Today, customers value the time spent together with a brand. If the experience is memorable, the brand is rewarded with increased business. Conversely, if the experience is mediocre and “taxing” for the customer, the brand may not have a great […]

Businesses are incorporating machine learning solutions for dynamic pricing, intelligent negotiation, and profit simulation. Although machine learning (ML) adoption started in the consumer space nearly a decade ago, the B2B sector has been relatively slow in adopting ML algorithms for pricing. But the scenario is changing fast. A recent Global CEO Survey found 85 per […]

To succeed, businesses need to craft their ABM tactics to combine strategies and channels in interesting ways. Account-based Marketing (ABM) was one of the powerful marketing trends last year, and will continue this year as well. According to The 2020 State of ABM Report, 94.2 per cent of respondents have an active ABM programme besides […]

Cisco Systems Inc announced the launch of new products to help mobile network operators manage increased data traffic generated by the work from home (WFH) because of the pandemic and as the 5G rollout connects billions more devices to the internet. Remote healthcare services, streaming video and gaming and homeworking have led to a 25 […]