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.
When a marketer delivers goods in advance of payment, as in a "bill me" situation, there is a greater possibility of a lack of commitment on the prospect's part. And that can result in higher levels of non-paying customers. Unfortunately for magazine publishers, bill me options for subscription requests are fairly standard. For Hearst Magazines,…
When your business is selling integrated circuits and microchips to be used in electronic products, you want to build and foster relationships that bring you closer to your end-user. TI defines that customer as the design engineer
While sales and marketing are ultimately marching toward the same goal—driving leads and closing more deals—there has long been a disconnect between these two functions. Sales teams often follow up with leads based on little insight into how that prospect became a lead, or what specific area of interest the prospect has.
Chief marketing officers are under considerable pressure to systematize demand generation, justify spending, and provide leadership in innovation in a rapidly changing and complex world. These pressures increase tensions among functional peers and cascade to subordinates who must do more with less staff. Meanwhile, a lack of perceived results are likely to shorten a CMO's…
When Samuel Coleridge wrote "water, water, everywhere, but not a drop to drink" about the ancient mariner's thirst on the open sea, he also captured the irony many marketers today face about their marketing intelligence. Marketers are also surrounded by an ocean—one of data pouring in from all directions, both disparate channels and enterprise-wide. And…
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