MARTECH | CMO-CORNER

Billy McCaffrey at WordStream makes a case that being No. 1 isn’t always the best when it comes to PPC ads.

DM Confidential recently chatted with Joeri Weyenberg, vice president of marketing for Kaplan University, to get his thoughts on lead generation best practices in the education space and beyond.

Lyris One, a new platform from Lyris, offers marketers the opportunity to integrate, sort, analyze and generate campaigns of a wealth of customer data, both from within and outside the company.

Media planners have traditionally relied on measurements such as clicks and unique visitors to guide their online buys, but a combination of shifts in the metrics used, as well as frequency capping within and across ad networks, can significantly boost their programs

There's a lot more news in Facebook-land than just its recently announced financial performance. Nestled within the company's very first earning report and related management call are a number of gems regarding how marketers can best make use of changes the social network is planning. Want a hint? Think mobile, and think it a lot.

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…

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.

There's a throwaway line in Microsoft's Windows 8 preview announcement that could completely overhaul online data collection.

Avery Dennison's business-to-business salespeople were convinced large companies were not visiting its website. Analysis showed differently.

Lead scoring proves valuable in the business-to-business (B2B) marketing space, where salespeople's time is money.