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Integrated Marketing Association

Integrated Marketing Association

By David Boutin

Five Psychology Concepts that Will Improve Your Twitter Marketing Strategy

The human brain is probably the most sophisticated network on the planet. The depths of its potential are nearly unfathomable. Still, there are some things we know about the way it works that savvy marketers can work into their Twitter marketing strategy. That’s what this post is about. When you finish reading it – which I sincerely […]

By Kevin Hurley

How to Acquire Fortune 500 Users and Leads with Facebook Ads

Wow – I’ve spent a lot of time using Facebook, LinkedIn, and Twitter ads over the last five years. Most of my paid advertising efforts have been focused on attracting and converting enterprise leads which might include fortune 2,000 and similar fast growing companies. Although the title with fortune 500 is much sexier! This post is about my experience […]

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 Paula Chiocchi

Five Steps for Turning Email Prospects into Paying Customers

A study published on as well as other leading online publications revealed that a whopping 71 percent of internet leads are never contacted. What’s the cause? There are a variety of reasons for these disappointing numbers, and we won’t go into the “why” but can instead offer tips on how you can get the […]

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 Tom Pick

Improve Your Content Marketing with Strategy, Audits and Funnels

B2B marketers are increasingly optimistic about the success of their content marketing efforts, but some big challenges remain. According to the latest research from the Content Marketing Institute, summarized here, 89 percent of B2B marketers say they are using content marketing, and 62 percent believe their efforts are now more effective than a year ago. […]

By Shelly Kramer

Demand Generation versus Lead Generation—What’s the Difference?

Marketing these days is full of tech, full of tools, and full of … terms? It’s true. There’s an entire modern marketing language out there, and sometimes the differences between concepts can get lost in translation. In the past, my team and I have explored the meanings of like-sounding terms such as multichannel and omnichannel […]

By Tom Pick

Some Costs of Your Content Marketing Efforts You Probably Aren’t Measuring—But Should

Content marketing was barely on the radar of most marketers as recently as 2012 per Google Trends, but interest and adoption have skyrocketed since then. According to research reported by Curata, 88 percent of B2B marketers are using content marketing, and 75 percent plan to increase their investment in content marketing this year. The Content […]

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 Shawn Elledge

What You Need to Do About the Post-Funnel Purchase World

There was a time when consumers were a fairly predictable cohort, who could be guided on a linear journey from awareness to purchase by way of the traditional marketing funnel. Times, though, are changing as a new marketing landscape is taking shape, one that places the digitally-empowered consumer firmly at the front and center of […]

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