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Integrated Marketing Association

B2B Marketing

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 […]

By Shawn Elledge

Email Marketing—The Cornerstone of Your Lead Generation Program 

In my business, we often talk about the best way to generate leads. This is, after all, how we get customers in the door and clamoring for our product or service. There are several ways to generate leads—inbound and outbound strategies, content creation, and social media. These all have their place in your marketing toolbox, […]

By Shawn Elledge

Need the Equation for Marketing Automation Success? Here It Is.

We’ve made it a point to monitor the trends in marketing automation (MA) for one reason: We believe it’s the future of sales and marketing, changing everything about your business and how you find, connect with, nurture, and close leads. For over half of B2B companies, it’s also a tool they’re using in the present—and […]

By Marco Marini

Is Your Lead Capture Form Getting in the Way of Your Leads?

We might not all be physics savvy, but we probably all understand that friction slows down objects in motion. If you’ve had a Cub Scout participate in the Pinewood Derby, waxed your skis, or sharpened your skate blades, you’re fully aware of the negative effect of friction. But did you know this physics law applies […]

By David Boutin

3 Twitter Mistakes to Avoid Like a Phone Call from “Unknown”

You feel your cell phone vibrating in your pocket, pull it out, and see the dreaded “Unknown” on the caller ID. The vigor with which you decline that call should be roughly the same as the vigor with which you need to avoid the following three Twitter marketing mistakes. Picking up that call can be […]

By Bill Napier

Don’t be Fooled – The Real Costs Associated with an Employee vs. A Consultant

THE NUMBERS DON’T LIE … I’LL EXPLAIN AND YOU DECIDE Recently I read this article from Hyam Singer, VP User Engagement at TOPTAL, that in my opinion “nailed it” on this subject. Don’t Be Fooled: Calculate the Real Cost of Employees and Consultants This article is a must read for employers. It outlines and delivers […]

By Laura Patterson

Benchmarking: How to Determine the Value of Your Marketing Efforts

To survive and thrive in a competitive business environment, companies are being hammered to continuously adapt and deliver more, faster, better, and less expensively. How do you know whether you did? You need to establish and use the right metrics. For Marketers, metrics are the key to assessing and improving a company’s capabilities and processes. In […]

By Mark Addicks

How Marketers Can Win in the Learning Economy 

Americans may be more diverse than ever before, but there is one area a majority of the population is gravitating towards—learning. According to Pew Research Center, 74% of American adults consider themselves to be “personal learners.” By contrast, 49% of Americans consider themselves to be football fans. From the explosion of DIY television to 1 in 3 millennials […]

By Shawn Elledge

Your Business Needs a Laser Focus on the Learning Economy—Here’s Why

Thanks in large part to the mobile mind shift of consumers and the anywhere/anytime availability of information, customers today aren’t exactly struggling to find what they need online. Rather, it’s often so available that they’re keen to ignore the “noise” of pitches and traditional ads in favor of content that informs and engages. (Thirty-two percent […]

By Shawn Elledge

The Key to Email Delivery: Segmentation 

In terms of lead generation, emailing is an “oldie, but goodie.” Never discount the classics—they’re often the most important tools in your arsenal. I’ve talked about it before but today, I want to take our conversation about email marketing a step further, and talk about delivery. You may have the tantalizing title and engaging content—but […]

By Rick Altman

The Warriors, Kevin Durant, and You

The Curse of Expectation Having been a long-suffering follower of the Golden State Warriors when they were terrible for over 20 years, it is with unreserved glee that I revel in the 2015 championship, last year’s record-breaking season, and this season’s acquisition of superstar Kevin Durant. But you don’t have to be a Warriors fan, […]

By Shelly Kramer

The Changing Role of the CMO: From Order Taker to Growth Driver

Today’s CMOs are dramatically different than CMOs of a decade ago. Today’s CMOs have a seat at the table when it comes to core business decisions, things like embracing and driving digital transformation, formulating and implementing growth strategies, technology adoption, forecasting revenue outlook, developing pipeline management strategies, and the like. Heavily invested in business decisions, […]

By Shawn Elledge

3 Things Every Business Needs to be Successful

I have worked with hundreds of companies over the course of my 28+ year career. During the first 10 years of my career, I had my own business before I started consulting other businesses on how to be more effective. Out of all my years of experience, there has been one thing that has remained […]

By Shawn Elledge

Rebelmail Launches Interactive Email API

Email is still a huge tool for businesses—that’s a fact—and there is plenty to discuss on the subject of email marketing, especially as it relates to mobile. Now, there’s even more to talk about: Rebelmail, a vendor specializing in interactive email, has released Rebelmail API—a move that could widen your realm of email marketing possibilities. […]

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