Do you still need to measure brand awareness?

As a marketer, I am a late bloomer. I spent most of my career in technology, not doing any marketing at all until 20 years into my career, in 1998. Now I spend all of my time on marketing technology, so I have experience only in digital marketing–not with any traditional marketing tactics and techniques. One question pops up over and over again is: “what about brand awareness?”

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Mike Moran   July 14th, 2015


How To Win at Web Marketing: Invest More Than The Other Guy

There are two true components to successful web marketing. The first is the knowledge/skill component. Without that you’re dead in the water. But once you’re at the top of your game (or you’ve hired those who are) then what? How do you grow your business faster than the competition?

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Stoney deGeyter   June 15th, 2015


Important Things To Remember When Creating B2B Content

Companies in the B2B space from IBM to HubSpot have been actively and effectively engaging prospects with longer sales cycle content for years. Like many competitive environments, a lot of emphasis for marketers has been about creating “more” content. More blog posts, videos, infographics, social messages, emails, and so on.

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Lee Odden   May 19th, 2015


Marketing Technology of the Future: Beyond the Customer Data Platform

The last three minutes of my MarTech Conference presentation are driving me crazy.

The preceding portions cover the current state of Customer Data Platforms. I have no trouble talking about that. But it somehow got into my head that the last section should look at how CDPs will fit into the long-term future of marketing technology. I have some fuzzy notions that this future martech will be radically different from today.  But to cover it succinctly I must first think it through in detail. That has been considerably harder than I expected. Here’s what I have so far.

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David Raab   April 21st, 2015


Brand Individuals and Influencers – Both Are Equally Important

From creating advocacy programs to the content co-creation we specialize in at our agency, working with influencers presents a number of challenges, especially when it comes to effectively identifying, qualifying and recruiting.

In fact, according to a study by Augure, 61% of companies say finding “true” influencers is a top challenge.

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Lee Odden   March 30th, 2015


NGData Gives Enterprise Marketers a Customer Data Platform of Their Own

If you read my recent post on Customer Data Platforms Revisited very, very closely, you might have noticed it listed a category of data vendors who “store unified profiles and expose to other systems”, which is pretty much the core definition of a Customer Data Platform. You would also have noticed that category had only two members, Aginity and NGData. I reviewed Agnity back in November 2013 and when I spoke with them more recently, found they were still doing pretty much the same thing and growing nicely. But, until today, I’ve never discussed NGData.

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David Raab   March 3rd, 2015


How To Solve Your B2B Marketing Data Problems

Business-to-business marketers are plagued by data problems. Business data is complex and fast-changing.  Customers interact with us through a variety of channels, and often provide us with conflicting information. Our legacy databases are not as robust as we need.  New tools and technologies emerge and must be evaluated.  It’s a never-ending battle. To shed some light on B2B data problems, Bernice Grossman and I compiled a working list of problems and solutions.  Here are some of the thorniest.

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Ruth Stevens   February 3rd, 2015


More on Marketing to Things

I’ve been working on that screenplay about marketing to things (see Do Self-Driving Cars Pick Their Own Gas Station?). It’s not going well – all the scenarios lead to self-aware computers taking over the world, which is both depressing and unoriginal. But I did come up with some interesting thoughts to consider while you’re waiting for that (computer-controlled) ball to drop at midnight. In no particular order:

– message overload is a fundamental problem for marketers: people get so many messages that it’s increasingly difficult to break through the clutter. Marketing directly to machines offers a way avoid the overload, especially as machines take over more of our day-to-day decision making.

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David Raab   January 13th, 2015


5 social media marketing predictions for 2015 that are flat-out wrong

It’s that time of year. Yes, those 2015 trends/prediction posts are just starting to roll out. And man, I’ve already had my fill.

Between the all-too-tired and predictable (2015 is the year of mobile!) to the ridiculously far-fetched (augmented reality will TRANSFORM PR in 2015!), I’m already fairly sick of 99% of these posts.

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Arik Hanson   December 9th, 2014


What the growth of inside sales means to B2B marketers

I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales has outstripped outside sales in B2B, a statistic that both surprised me and got me thinking. Turns out, the statement was based on a recent study showing that inside sales is growing 7.5%, compared to field sales at only 0.5%, and that as of 2013, 53% of the B2B sales rep population sells by phone, instead of face-to-face. It strikes me that this development bears enormous implications for B2B marketers.

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Ruth Stevens   November 4th, 2014