Lead generation

• Data & Analytics

  Cisco, Intel Partner on Tech-Focused B2B Magazine

  A joint B2B publishing venture called Unleashing IT is helping Cisco and Intel build brand and reach prospects for core business lines.

• Agencies

  ROI Metrics Key to Marketing Automation Success

  “If you don’t apply the right processes behind [a marketing automation system], then you’ve bought a very expensive email system,” says Debbie Qaqish, chief revenue marketing officer, Pedowitz Group.

• Data & Analytics

  The Marketing Technology Race: Are You Winning, Losing, or Worse, Still Sitting on the Sidelines?

  To meet rising customer expectations, brands need to engage consistently across established and emerging communications channels in a meaningful, personalized and interactive way. The reality can sometimes feel like the complete opposite, and that reality is creating pressure on CMOs

• Agencies

  Lyris One Addresses The Age of Exploding Data

  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.

• Agencies

  Connect With B2B Buyers Before They’re Too Far Down the Funnel

  B2B prospects may wait longer and longer today before contacting a salesperson, but that doesn’t mean marketers should just sit back until customers come to them.

• Agencies

  10 Common B2B Marketing Mistakes You Can Dodge

  Having a silo mentality, ignoring the frequency of your communications, and underleveraging media partnerships are just a few of the mistakes made in B2B marketing.

• Agencies

  Website Usability Testing Boosts Profitability

  Are B2B companies with the best possible offerings shooting themselves in the foot by hosting poorly designed websites? Chris Hicken, vice president of marketing at UserTesting.com, offers several steps and tests marketers can take to identify rough patches between an onsite query and completion of a transaction, whether requesting more information or making a purchase.

• Agencies

  Data and Frequency Capping Can Drive Better Media Buying: Q&A

  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

• Acquisition

  Marketers Should Let Their Emotions Get The Better of Them

  In brand advertising, going for the gut yields the gold, according to BrainJuicer’s Orlando Wood. Marketers who tap into the emotional appeal of their ads will also realize quantifiable results — both in terms of viral impact and hard sales metrics such as increased sales and reduced price sensitivity.

• Agencies

  Pet Relocation Firm Shares Database of Tales (And Tails) Through Social Media, Email

  Not all data points are easily quantifiable. Take PetRelocation.com, which pulls from its store of successful pet relocation stories based on pet type, destination and origin point when offering quotes for its services. Does cute and cuddly work as a hard-edged sales tactic? Absolutely!