Navel gazing doesn’t come intuitively to business-to-business firms, but perhaps it should: A good, hard, introspective look at itself – augmented by voice of customers and prospects research – was key in Hoover’s Inc.’s refining its marketing message. This was not a feel-good exercise. “With everything going into social media, the world is becoming more…
Many best practices across B-to-C and B-to-B paid search campaigns are similar. However, B-to-B marketers face some unique challenges
For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities. It is easy—and therefore tempting—to attribute a…
Are you incorporating social media activity into your lead scoring process? Are you creating a distinct model for each of your product lines? Are you putting your third-party data into context with prospects
Chief Marketer recently asked business-to-government consultant Mark Amtower for tips on marketing to state and federal government agencies.
A Southern California law firm specializing in business employment law has seen a 200% ROI from a search engine marketing effort designed to attract new clients.
Consumer leads often come laden with enough information to make marketing easy. The process of identifying and qualifying business leads
Think you know just about everything there is to know about using business-to-business lists to generate new customers? Maybe you do. But some marketers, in their enthusiasm for implementing the most cutting-edge tactics, might be overlooking the basics.
