The key element for B2B growth is targeting more leads and bringing in more paying customers. The number of types of customers and the various channels they can be found through makes it difficult for a marketer or a CMO to know where exactly they should focus their efforts on B2B scale up.

It is extremely important for marketers to prove the ROI on B2B marketing efforts. Consider this scenario - a particular marketing campaign, ‘A,’ brought a potentially high-paying customer to your business website. However, due to some reason, the lead had to ditch the purchase. A few days later, the same lead revisits the website by searching for your company on Google and makes the purchase. While the final purchase was made via the organic search channel, the high paying lead was brought to your website via the marketing campaign ‘A.’ 

For busy CMOs, choosing the best B2B marketing attribution model is extremely important. This ensures that the right amount of credit is flowing to the appropriate B2B marketing channel.

After the higher-than-expected success of our first article on 2020 B2B marketing trends, we invited a new batch of industry practitioners and strategists to voice their predictions and share their focus in the new year that has barely begun.

We asked 5 B2B marketing and sales experts from very diverse backgrounds what predictions they have for B2B marketing & sales in 2020 and what will be the focus for them in the new year.

In lead generation for B2B tech companies, the requirements, number of stakeholders, length of sales cycles, and, of course, the price points are much more complex than B2C. Here's our proven way of tackling this complexity.

You've set ambitious growth targets for your business, but after the initial honeymoon period, the novelty and optimism have started wearing off: it's clear what you're doing is not going to be enough to get there.

Well, keep reading.

This blog post is the first in a new series dedicated to B2B marketing. The series dives into essential topics of digital marketing and lead generation for businesses selling to other businesses.