Webinars Cement Their Role in B2B Marketing as AI and Personalization Drive Higher Conversions

by
Close up view of a webinar on a laptop.

Webinars are proving to be an increasingly powerful tool for B2B marketers, according to ON24’s newly released 2025 Webinar Benchmarks Report. The analysis, based on data from millions of professionals engaging with ON24-powered events, highlights a rise in webinar attendance, greater demand for on-demand viewing, and the growing impact of AI and personalization on conversions. … Read more

How to Create a Paid Search Strategy for Your Business 

by
Google search engine.

Paid search is an essential part of any robust marketing strategy. It helps businesses gain immediate visibility and connect with potential customers who are actively searching for their products or services. With the competitive online environment, a well-crafted paid search plan isn’t just advantageous—it’s practically mandatory for driving targeted traffic to your website, generating leads, … Read more

The Ultimate Guide to Building a Lead Generation Strategy

by
A finger pointing to a sales chart, which is rising.

Lead generation is the lifeblood of any business aiming for long-term success. At its core, it’s the process of identifying and attracting potential customers (often called prospects) and turning their initial curiosity into actionable leads. While the idea may sound simple, executing a winning lead generation strategy involves a carefully orchestrated blend of tactics and … Read more

Adobe Introduces AI-Powered Tools to Help Marketers Scale Personalization and Streamline Customer Experiences

by
Adobe Summit Logo

Adobe announced a suite of artificial intelligence (AI)-driven product innovations at its annual Adobe Summit, aiming to reshape customer experience management (CXM) with what it calls Customer Experience Orchestration (CXO). The company introduced new AI tools, expanded its generative AI capabilities, and highlighted key partnerships, positioning itself to help businesses deliver more personalized, data-driven customer … Read more

Building a B2B Marketing Strategy – Your First Year as CMO

by
Marketing strategy planning meeting.

The role of a Chief Marketing Officer in a Business-to-Business (B2B) company offers both exciting opportunities and unique challenges, especially during the first year. This guide provides a clear, structured framework to help a new CMO navigate this critical period. It focuses on developing a comprehensive marketing strategy that aligns with business goals and drives … Read more

Estée Lauder Enlists Adobe’s AI to Streamline Marketing as Content Demands Skyrocket

by

The Estée Lauder Companies (ELC), parent to luxury beauty brands including Clinique, MAC, and La Mer, has partnered with Adobe to integrate generative AI tools into its marketing workflows, aiming to accelerate content production amid industry projections that digital campaign demands could quintuple by 2026. ELC will deploy Adobe Firefly, a suite of generative AI … Read more

Survey Highlights Struggles of CMOs to Meet C-Suite Expectations

by
Upset business people gathered around a laptop

A recent Gartner survey found that only 45% of chief marketing officers (CMOs) surpass the expectations of senior executives, even when marketing meets its commercial objectives. The findings, based on responses from 125 CEOs and CFOs, suggest that CMOs face challenges in proving marketing’s strategic value within the C-suite. The research underscores a disconnect between … Read more

Mailchimp Expands Marketing Tools With AI-Powered Popup Forms

by

Intuit Mailchimp has introduced an upgraded version of its popup forms, aiming to provide marketers with a more effective way to collect customer data and drive engagement. The updated tool, currently in beta, offers greater customization, mobile-first designs, and enhanced audience targeting capabilities. The rollout marks the latest step in Mailchimp’s broader effort to integrate … Read more

B2B Marketers Struggle to Prove ROI Amid Longer Buying Cycles, LinkedIn Research

by

A new study highlights growing pressure on B2B marketers to demonstrate return on investment (ROI) as buying cycles lengthen, prompting LinkedIn to expand its measurement tools. The professional networking platform announced enhancements to its Conversions API and Revenue Attribution Report (RAR) to help marketers link their efforts to business outcomes more effectively. Mounting Pressure to … Read more

Many CMOs Still Hesitant on Generative AI, Despite High Adoption Among Top Performers

by
A CGI representation of a neural network resembling a human brain.

A recent survey from analyst firm, Gartner, has revealed a significant gap in the adoption of generative AI (GenAI) for marketing campaigns. While some marketing organizations are embracing AI-driven strategies, 27% of chief marketing officers (CMOs) report that their teams have limited or no adoption of GenAI in their campaigns. The survey, conducted between July … Read more