The Lean Content Roadmap: How B2B Marketers Can Do More With Less

The Lean Content Roadmap: How B2B Marketers Can Do More With Less

In this Demandbase webinar, you'll learn how to create your own Lean Content Roadmap: one that ensures your content is moving buyers through the pipeline without wasting resources.

The Inconvenient Truth about Mobile Apps for B2B Sales & Marketing

The Inconvenient Truth about Mobile Apps for B2B Sales & Marketing

B2B apps for sales and marketing are great—but you need to create transparency around the entire process if you want to improve the likelihood of sustained success.

The Six Kinds of B2B Content Consumers

The Six Kinds of B2B Content Consumers

Marketing is hard, especially content marketing. According to a new study, there are half a dozen species of industry information ingesters.

Mobile Engagement Marketing Is Essential in B2B, Too

Mobile Engagement Marketing Is Essential in B2B, Too

Creating apps to help build customer engagement is as important in B2B marketing as it is in B2C marketing.

Straight-Talk Marketing Rules

Straight-Talk Marketing Rules

A 30-year tech-industry veteran and longtime marketing executive, Rackspace Hosting CMO Rick Jackson believes in clarity above all.

News Byte: Financial Companies Lead B2B Online Ad Growth

News Byte: Financial Companies Lead B2B Online Ad Growth

Entrenched industries, such as financial services and manufacturing, posted more growth in B2B online advertising last year than tech pioneers.

Dell Ad Takes Us Back to the Start

Dell Ad Takes Us Back to the Start

Even multibillion dollar corporations have New Year's resolutions. Dell launches its first ad campaign since going private.

Why Everyone Hates Telemarketing, But Shouldn't

Why Everyone Hates Telemarketing, But Shouldn't

Think of telemarketing as a long-term activity, built on a solid database marketing approach, and you'll reap its greatest rewards.

Time's Up! The (Zero) Moment of Truth Arrives

Time's Up! The (Zero) Moment of Truth Arrives

Month 12: Be wherever customers are when they begin their buying journey.

Q&A: Liz Miller, VP Marketing Programs and Operations, CMO Council

Q&A: Liz Miller, VP Marketing Programs and Operations, CMO Council

The CMO Council recently asked 230 senior B2B marketing executives to rate themselves on improving their pipelines using modern technology. We talked to the study's director.

Marketing Leads Here!

Marketing Leads Here!

Customers' changing purchase habits have extended marketers' reach further into the sales funnel, upping their contribution to revenue.

What's Your Marketing Data Management Type?

What's Your Marketing Data Management Type?

Take this quiz to learn whether you're a data management all star or wannabe.

News Byte: Demandbase Introduces B2B Retargeting Tool

News Byte: Demandbase Introduces B2B Retargeting Tool

Company claims it's the first solution to depart from B2C-ordained processes.

Is Your Marketing Approach Mass Backwards?

Is Your Marketing Approach Mass Backwards?

Learn how to stop wasting your marketing budget on accounts that will never convert and focus on those that will.

B2B in 3D

B2B in 3D

Emotional response is the key to closing big equipment sales. That's the reality, says Gavin Finn... well, the augmented reality.

Marketing's Next Big Move

Marketing's Next Big Move

Reaching the right prospects at the right time is integral to marketing and sales performance. Here's how to shorten the distance between a dream account and a signed account.

Nicor Gas Goes Green—and Makes Good

Nicor Gas Goes Green—and Makes Good

The Illinois-based natural gas company sparks awareness of its energy efficiency program among B2B prospects and homeowners.

News Byte: Dell Officially Goes Private

News Byte: Dell Officially Goes Private

The $24.9 billion acquisition signals a shift to the B2B realm.

News Byte: Gaining Insight Into Marketing Performance

News Byte: Gaining Insight Into Marketing Performance

Silverpop's Revenue Analytics app aims to help marketers link campaigns to revenue.

News Byte: Eloqua Partners With Bizo

News Byte: Eloqua Partners With Bizo

The idea is to merge display and social media advertising with marketing automation efforts.

News Byte: New Lattice App Brings PA to Lead Scoring

News Byte: New Lattice App Brings PA to Lead Scoring

Lattice employs predictive analytics to settle the debate over what's a good lead.

News Byte: Demandbase Intros B2B Targeting for Facebook

News Byte: Demandbase Intros B2B Targeting for Facebook

The company's proposition: Reach commercial buyers on social sites while they're at work.

Future Shock

Future Shock

The marketing technology landscape is changing faster than ever. Here's what marketers need to know to keep pace.

Reshaping a Marketing Organization for Education in the 21st Century

Reshaping a Marketing Organization for Education in the 21st Century

It may have taken longer than some areas of life, but education is finally having its digital moment.

Marketing That's Good for Consumers is Good for Business

Marketing That's Good for Consumers is Good for Business

Keep your customers at the center of your marketing strategies.

The Sales Funnel is Dead

The Sales Funnel is Dead

Today's consumers expect that the sale is just the beginning of a journey of increasingly personalized and sustained engagement.

Marketing Automation: Hot or Not?

Marketing Automation: Hot or Not?

Salesforce.com and Oracle paid big money to get in the marketing automation game, but are many marketers playing yet?

News Byte: Demandbase Announces Marketo Integration

News Byte: Demandbase Announces Marketo Integration

The B2B targeting and personalization platform and the cloud-based marketing software platform provider connect to identify anonymous site visitors in real-time.

Retention Is Not Loyalty

Retention Is Not Loyalty

One measures a company's customer population as a whole; the other, individual customers. Choose wisely.

E-commerce and the Sales Force, Enemies No More

E-commerce and the Sales Force, Enemies No More

CMOs and marketing directors are extremely hesitant to rock the boat if they know sales won't like the changes.

EmblemHealth Signs Merkle as Its Direct Agency of Record

EmblemHealth Signs Merkle as Its Direct Agency of Record

Market changes has led the insurer to increase its focus on creative driven by advanced analytics.

Are these Three Email Addresses Corrupting Your Inbox?

Are these Three Email Addresses Corrupting Your Inbox?

Catch-all, high-risk, invalid—oh my! Beware these key contributors to lower inbox placement rates.

What B2B Can Learn From B2C

What B2B Can Learn From B2C

3 areas B2B marketers can improve their results by adopting common B2C practices.

Heinz Dishes With Customers

Heinz Dishes With Customers

The global foodstuffs brand stocks its website with deliciously on-target content for foodservice operators.

B2B Email Gets Contextual

B2B Email Gets Contextual

Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.

Consumer Privacy Versus Big Data

Consumer Privacy Versus Big Data

As a country, as a world, as legislators and consumers, how do we balance Big Data and consumer privacy?

5 Big Data Insights to Transform B2B Lead Gen

5 Big Data Insights to Transform B2B Lead Gen

Marketers who take a savvy approach to lead nurturing can free up salespeople to spend more time selling.

Relevancy Is the Cornerstone of B2B Loyalty

Relevancy Is the Cornerstone of B2B Loyalty

Customer insight helps to lay the foundation of relevant interactions that are essential to building trust with B2B buyers

Marketing News Bytes: July 18, 2013

Marketing News Bytes: July 18, 2013

Updates on companies, products, and people

Timeless Truth #6: Make New Friends, But Don't Forget the Old

Timeless Truth #6: Make New Friends, But Don't Forget the Old

Your business invariably hungers for both new customers and loyal customers. So should you be spending more time and money to drive customer loyalty?

Marketing News Bytes: July 11, 2013

Marketing News Bytes: July 11, 2013

Updates on companies, products, and people

It's Unanimous (Almost); B2B CMOs Are the Real Deal

It's Unanimous (Almost); B2B CMOs Are the Real Deal

Ninety-seven percent of chief marketers at B2B companies say they are being asked to do things they weren't asked to do only two years ago.

Seton Aces Its Website Optimization

Seton Aces Its Website Optimization

The safety signage manufacturer boosts conversions with testing tool that doesn't tax its IT department.

3 Things Every Content Marketer Better Know

3 Things Every Content Marketer Better Know

As customers' buying habits continue to change, content marketing strategies need to evolve, as well.

What B2B Marketers Can Teach Their B2C Counterparts

What B2B Marketers Can Teach Their B2C Counterparts

Two lessons from B2B companies that B2C businesses can use to improve their marketing performance.

Adobe Thunders Into the Marketing Cloud Wars

Adobe Thunders Into the Marketing Cloud Wars

Adobe's purchase of Neolane has industry insiders wondering how big the battle will get in the race to capture share in the burgeoning marketing automation space.

Time Warner Cable Media Urges Businesses to Tune in to Cable

Time Warner Cable Media Urges Businesses to Tune in to Cable

The cable company's advertising and sales division aims to show businesses that cable is anything but static

Content Marketing Is Also About Monetization

Content Marketing Is Also About Monetization

Marketing content should be monetized by trading less-qualified or non-sales ready leads for ones that are.

B2B Marketers Get an "F" for Content

B2B Marketers Get an "F" for Content

Fewer than 10% of purchasing executives trust content from vendors, a new study says.

Web, Social, or Mobile? All of the Above

Web, Social, or Mobile? All of the Above

It's time for marketers to break down silos and reach buyers across all platforms.

Demanding Data

Demanding Data

Data's many changes and challenges—and how using data to get insights that are often counterintuitive can improve business practices.

Even B2B marketers need friends

Even B2B marketers need friends

A study conducted by market research firm Forrester and social network LinkedIn found that business social media sites are becoming a place where IT decision makers go to validate information.

Don't be a Halloweenie—collaborate with your salespeople

Don't be a Halloweenie—collaborate with your salespeople

Most marketers aren't collaborating with sales, and the effects can have a rather scary impact on the bottom line.

B2B, B2C SMBs say size matters

B2B, B2C SMBs say size matters

B2B SMBs want intimate engaged social communities, while their B2C counterparts crave large social followings

Silverpop links B2B marketers to social customers

Silverpop links B2B marketers to social customers

Silverpop adds LinkedIn integration to its Social Sign-In feature, which provides B2B marketers with valuable information about prospects and customers who use that feature.

Who's afraid of big, bad data?

Who's afraid of big, bad data?

Big Data—it's here to stay and it's getting bigger every second. Might as well embrace it.

Four tips when hiring top talent for sales lead generation

Four tips when hiring top talent for sales lead generation

B2B sales lead generation is all about building and nurturing solid customer relationships—and that means hiring the right people for your team.

Infographic: SEO top priority for B2B and B2C marketers

Infographic: SEO top priority for B2B and B2C marketers

B2B companies have a growing interest in social, but also have ongoing frustrations with how to gauge its impact, according to Webmarketing123's new "State of Digital Marketing 2012 Report."

Mitel hires CMO to guide changing go-to-market strategy

Mitel hires CMO to guide changing go-to-market strategy

Mitel, a provider of unified communications (UC) and contact center technologies, announced Aug. 27 that Martyn Etherington had been named company CMO.

Infogroup seeks to strengthen B2B portfolio with Sapphire

Infogroup seeks to strengthen B2B portfolio with Sapphire

Infogroup Targeting Solutions, a database marketing solutions provider, has launched Sapphire, a "multichannel prospecting" database designed for B2B marketers with modeling capabilities and analytics.

Generate sales-ready webinar leads

Generate sales-ready webinar leads

Webinars are a good source of leads for many marketers, especially in B2B—but they also have their fair share of challenges.

The reimaging of Xerox's brand

The reimaging of Xerox's brand

As CMO of Xerox, Christa Carone's main challenge is getting the public to recognize the company's vast role as a services provider in the B2B space.

Demandbase launches Strategic Services Group

Demandbase, a company that helps B2B companies target consumers online, today launched its Strategic Services group, which is designed to help its clients navigate it's Real time ID Platform, said Greg Ott, CMO of the company.

Vital multichannel marketing tactics in a b-to-b world

Vital multichannel marketing tactics in a b-to-b world

In the b-to-b world, transactions are less about impulse than company reputation, trust and well-conveyed product benefits.

Report: B-to-b marketers don't measure campaigns

Twenty percent of b-to-b marketers don't measure the effectiveness of their campaigns, particularly when it comes to generating marketing-sourced sales leads, said Adam Blitzer, COO of Pardot, a marketing automation company that specializes in b-to-b.

B-to-b on the go

B-to-b on the go

With each individual able to carry their business around with them on a tablet or phone, b-to-b marketing has sought a number of ways to reach on-the-go executives.

Delivered: B-to-b direct mailers

Delivered: B-to-b direct mailers

What's in our mailbox this month: B-to-b direct mailers

Staples revamps b-to-b e-commerce site, reports net sales increase

Staples, Inc. launched a new e-commerce site for its b-to-b division, Staples Advantage, said Laura Brooks, VP of b-to-b e-commerce at Staples. The new site is designed to feature faster and easier search navigation, alternative product recommendations and enhanced site customization, among other changes.

Companies must evolve with technology, develop new services: MeritDirect Co-op

Companies must evolve with technology, develop new services: MeritDirect Co-op

B-to-b marketers should expect realistic growth, evolve with new technologies, and use data to drive business decisions, said Terry Jukes, president of B2B Direct Marketing Intelligence, a marketing services consultancy, on July 14.

Anderson Direct launches b-to-b campaign to promote new division, design

Anderson Direct Marketing will launch a b-to-b direct mail and email campaign on August 1 to introduce the company's interactive services division, as well as the firm's new tagline and website.

New ABC report highlights e-newsletters' importance

The Audit Bureau of Circulations (ABC) highlighted the growing importance of digital content this week when it released its first audit report specifically for e-newsletters. ABC's interactive unit, ABCi, had offered multimedia reports that include e-newsletter information, but this report, for Advertising Age, is the first to focus solely on a publisher's combined e-newsletter products. Previous e-newsletter audits appeared on Consolidated Media Reports or Multimedia Publisher's Statements.

B-to-b marketers connect with social media

Business-related social media sites are an effective way to expand reach and generate quality leads — and are gaining popularity for those purposes. Four experts discuss the best ways to develop social media programs

Problem Solver: How can b-to-b marketers stretch their marketing budget to generate leads in this economy?

Problem Solver: How can b-to-b marketers stretch their marketing budget to generate leads in this economy?

With too few dollars in the ever-shrinking b-to-b marketing budget, marketers are hard-pressed to quickly generate qualified, sales-ready leads. M. H. (Mac) McIntosh, president and principal consultant of Mac McIntosh Inc., suggests eight tips for making the most of a minimal budget.

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