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Top stories summarized by our editors
Top stories summarized by our editors

Authenticity key to successful B2B marketing, expert says

9/13/2021

As the lines between business-to-business marketing and business-to-consumer marketing continue to blur, SAP corporate marketing president Alison Biggan emphasizes the importance of authenticity when it comes to creating effective, relevant messaging across multiple platforms. "Telling a story that is authentic to you and your company, showing why it matters to your customer - and maybe to the world - is incredibly important," Biggans said.

SAP's Alison Biggan on B2B's digital opportunity

9/7/2021

Alison Biggan, president of corporate marketing at SAP, talks in this video interview about how business-to-business marketers can take full advantage of the shift to digital and future trends. "There is an opportunity for B2B marketing to become an enabler of changing the engagement model on the sales front, I think that can't be understated," Biggan says.

Authenticity key to successful B2B marketing, expert says

9/7/2021

As the lines between business-to-business marketing and business-to-consumer marketing continue to blur, SAP corporate marketing president Alison Biggan emphasizes the importance of authenticity when it comes to creating effective, relevant messaging across multiple platforms. "Telling a story that is authentic to you and your company, showing why it matters to your customer - and maybe to the world - is incredibly important," Biggans said.

The why, who and how of content marketing

9/7/2021

Every content marketing strategy should be based on three pillars -- why, who and how -- and Jodi Harris illustrates how using winning examples from the 2021 Content Marketing Awards. Harris breaks down content marketing campaigns from SAP, Northwell Health and other brands, showing how content planning delivers results.

SAP's Alison Biggan on B2B's digital opportunity

9/3/2021

Alison Biggan, president of corporate marketing at SAP, talks in this video interview about how business-to-business marketers can take full advantage of the shift to digital and future trends. "There is an opportunity for B2B marketing to become an enabler of changing the engagement model on the sales front, I think that can't be understated," Biggan says.

The why, who and how of content marketing

9/1/2021

Every content marketing strategy should be based on three pillars -- why, who and how -- and Jodi Harris illustrates how using winning examples from the 2021 Content Marketing Awards. Harris breaks down content marketing campaigns from SAP, Northwell Health and other brands, showing how content planning delivers results.

New survey: Business travelers eager to restart trips

8/24/2021

More than 95% of respondents to an SAP survey described themselves as "willing to travel for business over the next 12 months," with 65% "very willing," although they want more input into their lodging and transportation methods. One motivating factor for resuming trips is concern that a lack of face-to-face interaction could damage business relationships.

New survey: business travelers eager to restart trips

8/19/2021

More than 95% of respondents to an SAP survey described themselves as "willing to travel for business over the next 12 months," with 65% "very willing," although they want more input into their lodging and transportation methods. One motivating factor for resuming trips is concern that a lack of face-to-face interaction could damage business relationships.