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.
Online videos highlighting the custom color possibilities of its products has helped thermoplastic manufacturer Kydex expand their core audience to designers.
To secure peace of mind that outbound social media posts are being written with approved content, marketers should consider developing a message map
Buyers of high-tech offerings within organizations are a highly sought market, and a new study from Bernice Grossman and Ruth Stevens offers insight into the various sources of prospecting data available on them. “An [information technology] buyer is a big buyer,” says Grossman, president of marketing database consultancy DMRS Group. “They buy a lot, and…
Small, highly specialized business-to-business marketers often lack the resources to follow up every casual inquiry. First Databank (FDB), which sells drug data to medical information system providers, health plan operators, pharmacy benefit managers and other organizations, has been using an outside telemarketing firm to pre-qualify its leads. The sales cycle is slow—it took more than…
The rules for landing pages are different in the business-to-business (B2B) arena than they are for consumer marketers. Adam Blitzer, co-founder and COO of Pardot, discusses how what marketers should be aware of, and how they can make the most of these differences.
Improving conversion rates is top issue for email marketers across the pond, according to the UK DMA Email Marketing Council's fifth annual national Email
