Channel | Data & Analytics

What can large B-to-B businesses learn from the techniques that small business owners know so well?

Telemarketing doesn't have the best reputation in many circles. But if done properly, it can be a great way to engage B-to-B prospects and help guide them through the sales process.

Bernice Grossman has a message for business-to-business marketers starting to explore the mobile and social media channels: Slow down, and review some fundamental data opportunities which are largely being overlooked.

Paper products brand Kimberly-Clark is sending Walmart shoppers on a mobile-fueled race through the aisles with a promotion that taps into the appeal of Disney Pixar’s "Cars 2" animated feature.

Consumers use smartphones to supplement, not supplant, other devices for shopping, and marketers' use of mobile-enabled campaigns is lagging consumer adoption of the devices, according to a survey from Google and the Mobile Marketing Association.

The daily deal leader looks to deepen connections with customers and merchants while fending off attacks from rivals.

Younger marketers’ use of e-mail, social and mobile channels is no surprise to anyone. But a channel use survey from Pitney Bowes did uncover another channel preference that was unexpected: Marketers under 35 are also more likely than other age groups to use direct mail in their marketing mix.

In today’s challenging economic environment, not following up on tradeshow lead data is really inexcusable. It is expensive—really expensive—to be an exhibitor at a show. And whether your tradeshow exhibitor investment will net a profit or a loss all depends on how the lead data is capture and used.

Chief Marketer recently talked with John Coe, president of Sales & Marketing Institute, and Jim Wheaton, co-founder of Wheaton Group, about why it is essential for B-to-B marketers to have both a CRM system and a proper marketing database.

Business-to-business communications are fundamentally different from business-to-consumer. With B-to-B, there is usually a long sales cycle. Your goal is to engage, to establish your company as a valuable source of information. You want to get your messages opened and read often, making you the authority buyers turn to when they are deciding where to purchase.…