By Debbie Qaqish, principal partner and chief strategy officer for The Pedowitz Group

This is the eighth in a series of articles taking the CMO back to school to learn how to drive repeatable, predictable, scalable revenue performance from marketing. We call this revenue marketing.
One foundational aspect of revenue marketing is the “Revenue Marketing Journey.” This four-stage model acts as a GPS as the marketing leader is transforming marketing from a cost center to a revenue center. It defines where marketing is and provides a direction for the journey.

Email is a common tool for marketers looking to generate and nurture leads. Nevertheless, with wide adoption come widespread blunders. To help marketers tread carefully through the path to successful email campaigns, we spoke with some experts who point out 10 common pitfalls to avoid. Not Engaging Upfront One of the biggest mistakes B2B marketers […]

By Micky Long, vice president and practice director of lead nurturing, Arketi Group

Two unrelated personal events recently got me thinking about the value of customer loyalty and what, as B2B marketers, we can do to drive deeper connections from customers. One answer, which deserves more thought, is to occasionally forego our automated, scheduled content marketing to be more spontaneous.

Marketers who haven’t yet learned about or made use of site retargeting are missing out on a big opportunity. But to know what they’re missing out on, a trustworthy definition is in order: “A method that enables advertisers to show an ad specifically to previous site visitors when they are on third-party websites.”

According to a study from Experian Marketing Services, email volume rose by nearly 18 percent year-over-year across all industries in the second quarter of 2013, with catalogers, consumer products and services, and multichannel retailers leading the way. The study also notes that Gmail’s new tabbed inbox, which has caused some email marketers some wariness, hasn’t […]

According to a report from MarketLive, a provider of e-commerce technology for merchants, nearly a third of traffic to e-commerce sites came from smartphones and tablets during the first half of 2013 (January-June). However, mobile devices accounted for a much smaller portion of revenue. Smartphones and Tablets MarketLive’s mid-year “Performance Index” report found that 18.6 […]

Half of all emails were opened on mobile devices (i.e., smartphones and tablets) in the second quarter of 2013, according to a study from Experian Marketing Services. However, consumers were more inclined to carry out their transactions on desktop computers. According to Experian’s “Q2 2013 Quarterly Email Benchmark Study,” 50 percent of unique email opens […]

According to a Wall Street Journal story, Facebook’s Instagram will be ready to sell ads within the next year. The report quotes Facebook veteran and Instagram director of business operations Emily White, who says the photo- and video-based social network doesn’t have any short-term pressure to make money. Instagram, which just announced that its community […]

It’s not too difficult to find people who will call the cost of a college education these days highway robbery, but what they might not know is that there are fraudsters who do a little looting of their own, scamming universities out of financial aid payouts. Last school year alone, about $1.2 billion in U.S. […]

By Michael Weissman, chairman and CEO, SYNQY Corp.

Marketers have a huge problem. They want deep, meaningful relationships with prospects and customers. Yet, shoppers increasingly consume content in smaller bits, in shorter bursts of time, and receive those messages from multiple sources and at different times over the lifetime of the brand experience. The challenge behind this new world of 24/7 online, on-demand engagement is: How do you convey the brand’s story? How do you engage these people in a way that works?