Month 12: Be wherever customers are when they begin their buying journey.
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.
Customers' changing purchase habits have extended marketers' reach further into the sales funnel, upping their contribution to revenue.
Take this quiz to learn whether you're a data management all star or wannabe.
Company claims it's the first solution to depart from B2C-ordained processes.
Learn how to stop wasting your marketing budget on accounts that will never convert and focus on those that will.
Emotional response is the key to closing big equipment sales. That's the reality, says Gavin Finn... well, the augmented reality.
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.
The Illinois-based natural gas company sparks awareness of its energy efficiency program among B2B prospects and homeowners.
The $24.9 billion acquisition signals a shift to the B2B realm.
Silverpop's Revenue Analytics app aims to help marketers link campaigns to revenue.
The idea is to merge display and social media advertising with marketing automation efforts.
Lattice employs predictive analytics to settle the debate over what's a good lead.
The company's proposition: Reach commercial buyers on social sites while they're at work.
The marketing technology landscape is changing faster than ever. Here's what marketers need to know to keep pace.
It may have taken longer than some areas of life, but education is finally having its digital moment.
Keep your customers at the center of your marketing strategies.
Today's consumers expect that the sale is just the beginning of a journey of increasingly personalized and sustained engagement.
Salesforce.com and Oracle paid big money to get in the marketing automation game, but are many marketers playing yet?
The B2B targeting and personalization platform and the cloud-based marketing software platform provider connect to identify anonymous site visitors in real-time.
One measures a company's customer population as a whole; the other, individual customers. Choose wisely.
CMOs and marketing directors are extremely hesitant to rock the boat if they know sales won't like the changes.
Market changes has led the insurer to increase its focus on creative driven by advanced analytics.
Catch-all, high-risk, invalid—oh my! Beware these key contributors to lower inbox placement rates.
3 areas B2B marketers can improve their results by adopting common B2C practices.
The global foodstuffs brand stocks its website with deliciously on-target content for foodservice operators.
Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.
As a country, as a world, as legislators and consumers, how do we balance Big Data and consumer privacy?
Marketers who take a savvy approach to lead nurturing can free up salespeople to spend more time selling.
Customer insight helps to lay the foundation of relevant interactions that are essential to building trust with B2B buyers
Updates on companies, products, and people
Your business invariably hungers for both new customers and loyal customers. So should you be spending more time and money to drive customer loyalty?
Updates on companies, products, and people
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.
The safety signage manufacturer boosts conversions with testing tool that doesn't tax its IT department.
As customers' buying habits continue to change, content marketing strategies need to evolve, as well.
Two lessons from B2B companies that B2C businesses can use to improve their marketing performance.
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.
The cable company's advertising and sales division aims to show businesses that cable is anything but static
Marketing content should be monetized by trading less-qualified or non-sales ready leads for ones that are.
Fewer than 10% of purchasing executives trust content from vendors, a new study says.
It's time for marketers to break down silos and reach buyers across all platforms.
Data's many changes and challenges—and how using data to get insights that are often counterintuitive can improve business practices.
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.
Most marketers aren't collaborating with sales, and the effects can have a rather scary impact on the bottom line.
B2B SMBs want intimate engaged social communities, while their B2C counterparts crave large social followings
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.
Big Data—it's here to stay and it's getting bigger every second. Might as well embrace it.
B2B sales lead generation is all about building and nurturing solid customer relationships—and that means hiring the right people for your team.
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, a provider of unified communications (UC) and contact center technologies, announced Aug. 27 that Martyn Etherington had been named company CMO.
Infogroup Targeting Solutions, a database marketing solutions provider, has launched Sapphire, a "multichannel prospecting" database designed for B2B marketers with modeling capabilities and analytics.
Webinars are a good source of leads for many marketers, especially in B2B—but they also have their fair share of challenges.
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, 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.
In the b-to-b world, transactions are less about impulse than company reputation, trust and well-conveyed product benefits.
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.
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.
What's in our mailbox this month: B-to-b direct mailers
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.
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 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.
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.
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
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.
Company of the week
As the leading source for direct marketing youth data, alloyASL connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics.
Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.