Today’s decision-makers skew younger and more female, with 45% under the age of 35 and over half being women. B2B brands like Cisco are leveraging live music festivals, such as BottleRock Napa Valley, to engage with more diverse audiences. Beyond captivating fans with its technology story, Cisco nurtured business relationships in its onsite suite, hosted clients and prospects, and partook in festival activations. Its story underscores the importance of emotional connections and in-person interactions at such live events for B2B brand engagement.

NetLine has released an updated annual analysis of B2B content consumption and demand, drawing from 6.2 million first-party content registrations. User demand for gated B2B content rose 14.3% year-over-year, so marketers shouldn't shy away from it. Brands should give leads some space initially, as users take an average of 31.2 hours to consume content after requesting it. Case studies resonate with high-intent prospects, as these users are 78.5% more likely to pull the trigger on a purchase within the next 12 months.

This report outlines 9 characteristics the future B2B marketer must encompass, including being data interpreters, tech trailblazers, and DEI champions. Privacy and data management remain a top concern for B2B companies. It was surveyed that gen AI lacks humanity/is too robotic (40%), risks plagiarism (34%), and provides inaccurate information (32%). When it comes to efficacy, respondents cited social media (36%) as the channel that is most effective for meeting their marketing needs. In-person events/trade shows (18%) and email (12%) came in at a distant second and third.

Despite 86% of B2B companies relying on outbound marketing, 53% report its declining effectiveness. To make outbound work, transition from sales-led to GTM-led efforts, target the total relevant market, and engage multiple stakeholders. Your focus should be on timing and relevance rather than frequency of outreach.

Referrals aren't something you just slap onto your product. Most B2B companies fail at implementing financially incentivized referrals because they're more expensive than in B2C. The incentive needs to be meaningful enough to justify the customer's “relational capital” and align with your LTV:CAC. Building an organic word-of-mouth loop using methods like NPS surveys, onboarding responses, or social shoutouts before launching a referral program is essential.

Sendoso is recognized as a leading Sending Management Platform, designed to enhance collaboration and streamline go-to-market strategies for businesses. The platform offers a range of capabilities, including global gift curation and robust network security, ensuring that organizations can effectively manage their sending needs. Recent updates and enhancements have been implemented to facilitate ease of use, integrating technology, data, logistics, and premium brands on a worldwide scale. The platform provides various solutions tailored to different teams within an organization. For marketing teams, Sendoso amplifies campaign impact through personalized gifting, supporting use cases such as Account-Based Marketing, Demand Generation, Field Marketing, and Event Fulfillment. Sales teams benefit from accelerated lead generation and deal closure through strategic sending, while customer experience initiatives focus on rewarding loyalty and enhancing retention. Additionally, people teams can celebrate milestones and personalize onboarding experiences. Success stories from customers highlight the effectiveness of Sendoso's strategies in driving impact across sales, marketing, and account-based marketing efforts. The platform has received industry recognition as a leader in corporate gifting, and initiatives like the SuperSender Program and the Sendoso Sendie Awards showcase innovative community members and standout ideas. To further support users, Sendoso offers a wealth of resources, including a blog, eBooks, webinars, podcasts, and playbooks, along with a dedicated help center and educational programs through Sendoso University. A key focus of Sendoso is addressing the complexities of B2B marketing, particularly the challenges posed by "Collaboration Drag," a term coined by Gartner to describe the inefficiencies that arise from missed deadlines and delayed campaigns. The upcoming webinar titled "Break Through Collaboration Drag: Streamline Your Go-to-Market" aims to tackle these issues by emphasizing the importance of cross-functional collaboration. Attendees will learn how to shift their focus from individual contributions to the collective impact of their strategies, ultimately leading to optimized demand workflows and more predictable revenue outcomes. The webinar features a panel of experienced CMOs, including Matt Heinz, Maria Pergolino, Kyle Lacy, and Kacie Jenkins, who will share their insights and actionable tips for overcoming collaboration challenges. Each speaker brings a wealth of experience from various high-growth organizations, focusing on building effective go-to-market teams and driving measurable results. In addition to the main webinar, Sendoso offers a variety of other webinars that delve into topics such as the ROI of gifting, account-based marketing signals, and maximizing sales engagement through in-person events. These resources are designed to equip organizations with the knowledge and tools needed to enhance their marketing and sales strategies. Overall, Sendoso positions itself as a comprehensive solution for businesses looking to improve their sending management processes, foster collaboration, and achieve greater success in their go-to-market efforts.