B2B Marketing is Falling Down on the Job

I heard a horror story the other day from a consumer packaged goods executive ranting about a meeting with a vendor. “I gave the guy an appointment, and he spent the whole time presenting his product,” she said. “[He] never asked me a thing about my situation, and what I needed.” Another exec chimed in, “Yeah, when I hear about an interesting new solution, what I need most is to sell it internally. I’m not getting the help I need from the vendors these days.” I am cringing. What is going wrong here?

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Ruth Stevens   August 12th, 2014


Are Millennial Marketers More Analytical?

I had an interesting conversation this week with a vendor of marketing measurement systems on the question of why more marketers won’t buy his type of software. After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority. Yet actual measurement techniques don’t improve much from year to year: to cite the most recent report to cross my desk, the 2014 State of Marketing Measurement Survey Report from Ifbyphone found that 45% of marketers are measuring Return on Investment in 2014 vs. 40% in 2013 — a gain that is probably within the survey’s margin of error. Other, simpler measures are more common and growing more quickly, but that’s exactly the point: marketers don’t invest in meaningful performance measures like ROI.

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David Raab   July 22nd, 2014


Are marketers underestimating the pace of technological change?

I speak and consult with clients frequently about the pace of technological change. I believe that all of us consistently underestimate how fast things are changing. I think that’s because the pace of change continues to increase–that means that changes don’t just continue to happen, but that the rate of change is actually getting faster. More things are changing this year than last year. In that type of environment, our feeble human brains (and mine often seems more feeble than most) have trouble adapting because we don’t know what to hold onto and what we can just not worry about. I found that out myself recently. I was staying in a hotel and got my wake-up call on how fast things are changing.

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Mike Moran   November 25th, 2013


Instagram Ads and What it Means for Brands

A few weeks ago, Instagram announced that users would soon start seeing ads in their feeds. This announcement was met with some concern that the platform that’s known for organic content would be flooded with irrelevant, spam-like ads from brands. Instagram is hoping to keep the same natural look but give brands a way to expand their reach and engage with potential customers. It is important for both users and marketers to understand what they can expect from Instagram ads, how they will be targeted and what it means for brands.

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Vanessa Williams   October 29th, 2013


Content marketing requires a sound foundation

Two words I’ve heard mentioned a lot recently are “content marketing.”

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Neville Hobson   October 1st, 2013


NitroMojo and Marketing Advocate Specialize in Marketing Automation for Channel Partners

As I noted in a post last year, there is a universe of specialized marketing automation systems for companies that sell through channel partners. These products address several interrelated challenges: distributing leads to partners without losing track of performance; distributing partner-customized versions of company-created content; and helping partners run their own marketing campaigns. Here are two more vendors with related offerings:

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David Raab   September 3rd, 2013


How RightWave Solves the Marketing Automation Skill Shortage

One of the main reasons that marketing automation has not been adopted more quickly is that too few marketers know how to fully use it. For example, a recent Gleanster report found that 73% of top performers listed lack of skilled staff as one of the top challenges to success. Marketing automation vendors have adopted different strategies to deal with their problem, including making their systems easier to use, offering extensive training, and providing services to run the systems for their clients.

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David Raab   August 13th, 2013


The Most Important Word When Building Your Personal Brand

Do your colleagues have a choice word for you? If not, here’s why you want them to…

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Dharmesh Shah   July 30th, 2013


Brian Solis, new marketing, and the four moments of truth

In a new world of marketing, strategists are seeking answers about technology, direction, and best practices. Brian Solis believes that in doing so, we are already on the wrong path. It’s not about social media nor is it about B2B vs B2C.

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Neville Hobson   July 9th, 2013


Neolane Interaction Tightly Integrates Real-Time and Outbound Marketing Campaigns

As I mentioned last week, there haven’t been many new B2C marketing automation products in recent years. But this doesn’t mean the industry has been stagnant. New developments have come from established vendors who are steadily expanding their products.

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David Raab   June 18th, 2013