MARTECH | CMO-CORNER

Whether your brand sells to consumers or to other businesses, chances are you're looking for leads in lots of new places.

Web tags perform a wide range of marketing tasks, from behavioral targeting and web analytics to ad serving, affiliate marketing, and search ad tracking. But old or outdated tags can slow preformance or blur marketing visibility.

Lately,

In B2B marketing, how do you make social media an efficient, cost-effective channel for finding new customers and selling to business clients?

Marketers are asking legacy systems to store an ever-widening expanse of behavioral data, such as clickstream activity, intent data (opt-ins, registrations and referrals), and Web analytic information

Chief Marketer recently talked with Zach Welch, vice president of client services at social media news feed consultancy BrandGlue, who shared some best practices for B2B marketers who want to make the most of their "friendships" on Facebook.

Marketing automation is helping Nxtbook Media connect with publishers and catalogers looking to take their print editions digital.

Enhanced shopping cart and customer path analytics are helping Green Top Sporting Goods boost its pay-per-click search results and increase sales in several product categories. As recently as 2008, Green Top's website offered product listings but no way of making purchases. Visitors clicking on specific items were often brought to the manufacturers' sites.

After all, if your marketing and sales materials are managed and distributed via a Software as a Service (SaaS) solution on the Internet, rather than housed on your company's own servers, aren't they more prone to being viewed by unauthorized users? The answer may actually be no, according to some industry analysts.