B2B-MARKETING | DATA-ANALYTICS

Global staffing firm Kelly Services has been using Data.com to help land and grow accounts while also using it as their de-facto lead generation tool.

Traditional marketing goals such as brand awareness or press coverage mean nothing if they don’t translate measurably into increased reach and conversion.

Many B2B marketers have serious data quality issues to deal with, particularly when it comes to phone and email contact information, according to new research from NetProspex.

Here are four strategies B2B marketers can employ to tell their product stories, more effectively leverage online content and convert leads into buyers.

A joint B2B publishing venture called Unleashing IT is helping Cisco and Intel build brand and reach prospects for core business lines.

"If you don't apply the right processes behind [a marketing automation system], then you've bought a very expensive email system," says Debbie Qaqish, chief revenue marketing officer, Pedowitz Group.

To meet rising customer expectations, brands need to engage consistently across established and emerging communications channels in a meaningful, personalized and interactive way. The reality can sometimes feel like the complete opposite, and that reality is creating pressure on CMOs

B2B prospects may wait longer and longer today before contacting a salesperson, but that doesn't mean marketers should just sit back until customers come to them.

Having a silo mentality, ignoring the frequency of your communications, and underleveraging media partnerships are just a few of the mistakes made in B2B marketing.

Are B2B companies with the best possible offerings shooting themselves in the foot by hosting poorly designed websites? Chris Hicken, vice president of marketing at UserTesting.com, offers several steps and tests marketers can take to identify rough patches between an onsite query and completion of a transaction, whether requesting more information or making a purchase.