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
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.
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.
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.
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.
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
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.
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!
Online videos highlighting the custom color possibilities of its products has helped thermoplastic manufacturer Kydex expand their core audience to designers.
To secure peace of mind that outbound social media posts are being written with approved content, marketers should consider developing a message map
