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B2B MARKETING TRENDS

I was quoted extensively in an ANA article (Association of National Advertisers):

“I’ve seen many B2B marketers over-engineer around data and analytics, ending up with their shoelaces tied together,” Sibson says. “The best investment of time and energy for B2B marketers is a strong segmentation strategy, backed by rigorous qualitative research. Aim to have five to 10 clearly defined segments, or personas, for your prospects, and use data and analytics to bucket them as quickly as possible in order to get them into the right messaging stream.”

Read the full article here (registration wall):

5 Trends in B2B Email Marketing