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.…
Faced with tighter schedules, more information than ever to manage and greater expectations from upper management, many marketers are turning to automated data-marketing systems.
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week's question: As the U.S. gets more ethnically diverse, what are some tips to help marketers target various demographic segments?
When it comes to motivating users to become active in check-in services, discounts and deals are still uncharted territory. A recent survey of U.S.
Citi has been actively innovating credit card rewards programs to make sure its cards are the ones consumers reach for when they make a purchase. The issuer has taken a multi-track approach, piloting new ways to customize point rewards but also testing some distinctly different ways to redeem those points.
Time Warner Cable has launched a massive direct response television and print campaign promoting various services to Hispanic people.
At Eldorado Resorts, databases talk to each other before talking to guests. These conversations keep members of its loyalty program from being bombarded with too many solicitations—or, even worse, with inappropriate messages. This quantity control effort is relatively new. Up through the summer of 2010, Eldorado's various business departments, including its restaurants, casinos, showrooms, concert…
While it is true a great B-to-B salesperson is invaluable, Google and other prominent search engines have made finding new and/or unique suppliers much more efficient, thus altering the way many B-to-B buyers purchase items in their private lives
If it's time for your company to review and retool its marketing strategy for emerging markets, here are some guidelines to get you started down the right path.
