A people-focus is the single most powerful differentiator between B2B organizations who struggle and those who repeatedly succeed. If you are sci-fi film buff, Charlton Heston’s desperate plea, “Soylent Green is people!” from the classic movie (it’s dark, overwrought and partially in fun) is something today’s marketers should note. Your...
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It is important to choose an attribution approach to measure success – and stick to it – because the most common mistake in campaigns is shifting mid-stream. Digital marketing is more accountable than ever, but results only matter if they map back to a specific goal. That may seem...
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Ask any b2b salesperson: prospecting for outbound leads could be one of the biggest challenges in sales. It’s tough, not only putting together lists of high-quality leads but also getting the ball rolling toward transforming leads into clients. Well, someone else is selling when you’re not right? Surely, there is a...
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Lack of strategy is the primary reasons why content initiatives fail. The new year is coming fast, and the best way to prepare — and stay ahead of your competitors — is to anticipate upcoming trends in B2B marketing. Just like the previous years, marketers will have to continue...
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For a long time, business-to-business (B2B) marketing has valued events as a solid way to generate new sales leads. But research from Sagefrog Marketing Group shows that B2B marketers are augmenting that traditional method with a digital-minded approach. In its October 2017 survey of US B2B marketing professionals, Sagefrog found three...
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eMarketer’s Lauren T. Fisher spoke with Bob Ray, global CEO of media and marketing services firm DWA media, and Whitney Powell, the company’s media director, about how business-to-business (B2B) advertisers are leveraging the latest programmatic trends today, including the use of first-party data and programmatic for TV advertising. eMarketer:...
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B2B marketing automation specialists have become skilled at generating qualified leads from inquiries, but columnist Scott Vaughn believes that to be most effective, they need to expand their view and consider the entire customer life cycle. Nearly a decade into the marketing automation (MA) revolution, we’ve developed a crop of...
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