B2B marketers are gaining proficiency in measuring marketing’s impact on the business, yet most top corporate executives still aren’t relying on their performance results to make strategic decisions.

Consumer brands have traditionally been the custodians of customer experience and marketing innovation, but does it always have to be that way?

Mobile is increasingly becoming the platform of choice for consumers to interact digitally, and yet they remain twice as likely to open an email on their desktop as a smartphone or tablet, a new report claims.

A new survey of CMOs has found just 15 per cent can quantitatively illustrate the ROI impact of social media on their business.

B2B print and online media remain a staple for media users in their quest for industry knowledge, yet marketers are failing to recognise their continued importance, according to a new survey.

Marketers often talk about the distinction between consumer and B2B marketing when it comes to tactics and strategy, as well as individual background. Yet what leaders on both sides of the fence usually share is a history of roles in product management and marketing.

B2B marketers have become obsessed by content marketing, but their approach is largely mediocre and isn’t changing the customer’s behaviour enough to move the commercial needle, an industry advisory group claims.

Fostering a customer-centric culture begins with the CEO and should penetrate every staff member’s performance goals whether you’re a B2C or B2B focused organisation, according to one customer expert.

Marketers in the B2B space can learn a lot from their consumer counterparts when it comes to customer analytics, even if the tactics employed by the two sides differ, Sophos’ CMO claims.