As we discussed in our last post, once your organization has an identity of a customer developed and can update customer profiles in real time as new engagements happen, you can watch the journey progress and build through marketing efforts.

Since 2020, shifts in event strategy to digital and hybrid events have pushed the webinar into a place of prominence in the B2B marketing mix. And even as in-person events return, webinars still offer a compelling way to deliver reach, depth, and engagement. Not only are they a more cost-effective option to engage buyers and customers, but the digital format also offers a treasure-trove of audience insights – when deployed correctly.

The keys to success lie in the addressing four distinct phases of each webinar:

Artificial intelligence (AI) and machine learning have become a critical component of any organization’s marketing strategy. They help improve efficiencies, deliver personalized customer experiences, and drive positive performance. As we continue to lean on AI more, it’s imperative that we oversee it in a way that promotes transparency, responsibility, and equity.  

The list of concerns keeping marketers up at night is growing rapidly. At a time when stakes are high for brands as they face radical changes in consumer behavior, economic climate, and more, a ton falls on the marketing department to meet new and demanding business outcomes. But you already know this, so let’s skip to the good part and talk about promotions!

Mobile apps are an important channel within many brands’ digital footprints, but the iOS 14 App Tracking Transparency updates have created challenges for brands seeking to measure app behaviors and performance. It’s become increasingly difficult to connect users’ media engagement to app actions, and without that view of performance, brands are struggling to understand how much to invest in media that promotes app installs and usage.

In our recently published playbook, Mastering Identity & Insights with Adobe, we looked at the dangers that disconnected, clumsy customer experiences pose to brands and business outcomes. Delivering deeply personal and contextual experiences – the kind that build loyalty, higher lifetime value, and stronger competitive advantage – requires a superior understanding of customer data, sophisticated marketing technology, and a commitment to excellence.

As of July 2021, millennials and Gen Zers accounted for 141 million Americans, or more than 40% of the population. That means 40% of the population grew up with phones in their hands, are more likely to leave a brand for a competitor’s, and values brand experience as much as the product itself. We’ve also found that 83% of Gen Zers and 76% of millennials believe that brands should take a stance on social issues.

Adobe Commerce (formerly Magento) merchants have had a love/hate relationship with upgrading the platform for years. However, now with the general availability of the 2.4.4 upgrade, that relationship will change.

The B2B marketing landscape has drastically changed in recent years, and this is especially true of those making the purchase decisions on behalf of a business (i.e. business decision makers), who have come to expect personalized content and services as it relates to their own specific needs.

With rising interest rates, increased oil prices, and sky-high inflation, consumers are concerned about the future. Willingness to spend will vary by industry, but in general, marketers are seeing individuals tighten their purse strings.