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Integrated Marketing Association

B2B Marketing

By Eric Vidal

How Sales People Train and Learn

The modern sales department is one of the most motley groups of people you can meet inside an organization. Their job requires them, first and foremost, to build relationships with their customers, so their income is essentially based on how well they are liked by the people they are selling to. They come from a […]

By Laura Patterson

Are You Rich in Activity Metrics but Poor in Proving Value?

In an environment where the CMO is being asked to prove Marketing’s value every day, what can a CMO do to not merely survive, but to thrive? To survive and thrive, CMOs need to see themselves as champions of growth who can anticipate customers, develop their organizations’ Marketing capabilities, and measure Marketing’s impact on the […]

By Eric Vidal

Trouble Measuring Marketing’s Impact? You’re Not Alone—Here’s How to Fix It

The plate of a marketer is always full—produce killer content (and measure its effectiveness), fine-tune your email marketing strategy, leverage actionable insights from big data, ensure your audience has a consistently standout customer experience, make sure you’re generating leads that empower the sales team to convert . . . and that’s just a snapshot, really. Phew! It’s clear marketers do […]

By Shawn Elledge

Why B2B Sales Prospecting is So Damn Difficult—and How to Make It Easier

B2B Sales prospecting isn’t easy. In fact, it can be downright difficult to grab the attention of B2B buyers in a marketing paradigm that has shifted significantly in recent years, and where increased competition makes it more and more difficult to stand out from the crowd. Prospecting for a hot new product on the market […]

By Laura Patterson

How to Fulfill Marketing’s Fundamental Mission of Value Creation

Anthony Palmer, President and formerly the Chief Marketing Officer at Kimberly-Clark, claimed that, “the role of a CMO is really pretty simple. You can’t ever lose sight of the fact that your role is to sell more stuff to more people for more money more often. That has to be the ultimate goal. You also have […]

By Dennis Yu

Why I Am So Slow

The media and pundits value being first over being accurate. I believe in doing things well, creating content that stands the test of time. If your content is evergreen, as opposed to “news”, then what’s the advantage of being a few days sooner? The business owners and marketers who are constantly on the lookout for […]

By Carlos Hidalgo

Equipping Employees for Customer Experience

B2B customer experience continues to be center stage with a majority of corporate executives listing this is one of their strategic initiatives for 2017. However, fewer than 15% of B2B marketers (those most often charged with customer experience initiatives) state that they feel “customer experience is ingrained in the fabric of their company, according to […]

By Carlos Hidalgo

Enabling the Customer Experience

A B2B Customer Experience study issued by Accenture showed that 86% of executives listed customer experience as a strategic initiative. However, as shown in this study and other such research reports, many B2B organizations are struggling with delivering on their customer experience initiatives. Customer experience begins with an organization’s people. If employees are not mobilized […]

By Shelly Kramer

Want Real Leads? Quit Focusing on the Sales Funnel

Many companies today focus on the traditional sales funnel—they hunt, lure, and trap leads. Then, they close or otherwise convert—whether by making a sale, getting an email address, or enticing the lead to take another desired action. What’s next? They repeat the process with another lead. And another. And another. While the linear approach is […]

By Dennis Yu

Three Nightmare Clients to Avoid

This morning, a digital marketer at a company I won’t name pinged me on FB messenger for “just a minute” to help him with something. It was the 3rd time I’ve dropped what I was doing to help him. I finally replied, “You know I do this for a living, right?”, and he was taken […]

By Tony Zambito

How Understanding the Goals and Intent of Buyers Can Transform Marketing

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals.  Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers).  Leading to more effective online engagement, content design, and sales conversations. The relationship between intent and goals is […]

By Dr. Karen Mishra

Building a Strong Brand Begins with Integrated Messaging

Research shows that customers need to hear your message between three and ten times before they act on it.  Instead of tweeting a message 10 times, send your message in an integrated fashion using online and offline messaging.   If you find ways to build on one message source to another, your customers will see your […]

By Carlos Hidalgo

Why B2B Marketers Need To Think About Demand Generation In a Customer Experience Context

Demand generation is consistently ranked as one of the top challenges for B2B marketers year after year. This should come as no surprise as B2B buyers continue to become more sophisticated in their approach to buying. Multiple studies show that buying committees continue to increase in number and the result is that buying cycles are […]

By Tom Pick

Marketing Technology Isn’t a Stack—It’s a Matrix

The universe of marketing technology tools and apps is exploding. The number of marketing technology vendors tracked by Scott Brinker, a.k.a. @chiefmartec on Twitter, has surged from 150 to nearly 4,000 in the past six years. Though the flood of new entrants has significantly outpaced consolidation activity so far, merger and acquisition activity is picking […]

By Shelly Kramer

The B2B Content Syndication Report

The modern B2B marketer rightly recognizes the power of quality content to educate, inform, and ultimately engage with their target customers as a key part of their lead generation strategy. However good it might be, the impact of content will be severely limited if it’s only available within the narrow confines of an organization’s own […]

By Bill Napier

The Marketing to Millennials Myth – Dissected

I’ve been meaning to write my thoughts on this for a while, but Warren Shoulberg of Home & Textiles Today beat me to it, on January 30th, 2017.. Warren’s blog was titled “Perennial Millennials” and can be read HERE. His blog is focused more on those Millennials that are living at home and are essentially NOT targets of the home […]

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