The world of B2B marketing can be full of jargon and acronyms – from ABM and SEO, to CTR and MQLs. As such you’ve probably heard of CX – or customer experience – and you’ve undoubtedly introduced some aspects of CX into your marketing plans. But do you know what it is exactly?

With the ultimate aim of building brand loyalty and driving conversions, CX is all about creating as optimal an experience for your customers as possible throughout the B2B buyers’ journey. From identifying a need, through to awareness, purchase and advocacy, CX aims to make the journey as frictionless, efficient and positive as possible.

So, looking to create a better customer experience in 2021? This month, The Knowledge is tackling all things CX, including:

– Why is CX so important?
– What makes B2B CX so tricky (and crucial!) to get right
– Practical tips to improve CX for your brand

A well-designed and detailed strategy is the backbone of any successful business and, for us B2B marketers, strategy is a crucial part of any well-executed marketing plan. However, do we underestimate the importance of strategy – or understand how best to apply it to our marketing campaigns? 

We’re all guilty of ‘fire-fighting’ and securing quick wins, but taking a step back and looking at the bigger picture can pay dividends for your own results, and those of your business. Like a chess master, B2B marketers should be adopting a broader perspective, deciding a plan of attack, and choosing the right tactics for success.  

So, how can you make sure your marketing strategy is on the money? 

This month, The Knowledge delves into the core of the subject, asking you to rethink the questions at the heart of your marketing strategy. We investigate: 

– What it means to be a ‘strategist’  
– The power of ‘why’ 
– How to craft a strategic approach 

Can you imagine a world where marketing and sales teams work together seamlessly, successfully reaping the rewards of a cohesive partnership? No? You’re not the only one…

Everyone loves listening to stories, telling stories and remembering them. Storytelling helps us connect to each other and allows us make sense of complex ideas. And that’s exactly why B2B marketers should be using it to cut through industry noise and speak directly to their target audience.

The digital world never stays still for long; being online today means you have to continually prove your worth – and 2020 is more competitive than ever before. The way in which we interact has fundamentally changed, pushing technology further up the agenda and placing more emphasis than ever on our digital ‘shop window’: the website. So, with over 2 billion websites across the world, how can B2B marketers maintain an edge and set their sites apart from the rest?