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Integrated Marketing Association

B2B Marketing

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 […]

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 […]

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