b2b Archives - Page 7 of 7 - Trust Insights Marketing Analytics Consulting

In-Ear Insights: What Is B2B Influencer Marketing?

Posted on by cspenn

In this week’s In-Ear Insights, Christopher Penn and Katie Robbert discuss B2B influencer marketing, which is becoming more prominent in the B2B marketing space. B2B influencer marketing is an endorsement where a B2B marketer uses their influence to endorse a product or service because of the reputation they have. Unlike B2C, B2B influencer marketing is […]

{PODCAST} In-Ear Insights: MarketingProfs B2B Forum 2022 Key Takeaways

Posted on October 19, 2022 by cspenn

In this week’s episode, Katie and Chris run through a list of some of their key takeaways from the MarketingProfs B2B Forum 2022 conference. Influencer marketing may be a good way to reach your target audience, as data privacy restrictions make it more difficult to buy lists or use data from social media platforms. The […]

{PODCAST} In-Ear Insights: 2022 B2B Marketing Metrics

Posted on September 21, 2022 by cspenn

In this episode, Katie and Chris revisit the essential basic B2B marketing metrics. They discuss the importance of metrics such as engagement rate, bounce rate, and conversion rate. They also talk about the sales funnel and how it is a tiny portion of the overall customer journey. [podcastsponsor] Watch the video here: Can’t see anything? […]

{PODCAST} In-Ear Insights: Common Marketing Metrics and B2B Marketing Strategy

Posted on September 8, 2021 by cspenn

In this episode of In-Ear Insights, Katie and Chris discuss the alphabet soup of some common marketing metrics – CPM, CPC, CPA, ROAS, ROI, and CLV – what they mean, when they apply, and how to interpret them. How do you organize these metrics to tell a coherent story about the customer experience, and what […]

{PODCAST} In-Ear Insights: Data-Driven B2B Marketing Personas

Posted on March 11, 2020 by cspenn

In this week’s In-Ear Insights, Katie and Chris answer a mailbag question from Denise: “My question is about UX copywriting. Other than using a service like “crystalknows.com,” how do I know which words and phrases influence a specific buyer persona? Which words or CTAs influence a 35-year-old CTO male who makes craft beers on the […]

{PODCAST} In-Ear Insights: Account-Based Marketing (ABM) and AI

Posted on January 29, 2020 by cspenn

In this week’s In-Ear Insights, Katie is out keynoting an event in Europe, so Marketing Over Coffee host John Wall steps in to talk about account-based marketing (also known as target account marketing or key account marketing) and applications of AI to it. John and Chris talk about uses of machine learning for lead scoring, […]

MarketingProfs B2B Forum 2019: A Data-Driven Recap of #MPB2B

Posted on October 18, 2019 by cspenn

Another year and another MarketingProfs B2B Forum has come and gone. This year, the Forum was held in National Harbor, Maryland, to a packed house of over 1,000 B2B marketers ready to learn how to improve their B2B marketing. Let’s look at some of the major themes and takeaways from this year’s event. Methodology Using […]

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