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- Any successful B2B marketing strategy "involves the integration of email marketing," Maria Pergolino asserts in a post at the Marketo blog. Whether designed for lead generation or nurturing leads and repeat buyers, carefully crafted email campaigns and messages can still achieve optimal results, she notes. To help B2B marketers keep email as a ... more
- "In today's economic climate, content syndication is one of the lowest risk lead generation vehicles there is," writes Howard J. Sewell at The Point. "At our agency, the programs we negotiate for our clients are almost all performance-based," he says; that is, "they guarantee a minimum number of leads at ... more
- Though B2B marketers report most of their new sales coming from current customers, only one-half (55.4%) say their companies have departments that focus primarily on customer retention, according to a survey by Loyalty 360 and SAS. Among those with formal loyalty programs, most are using traditional channels such as surveys ... more
- Although content marketing spans across industries and company sizes, B2B marketers recognize the need to improve the effectiveness of their efforts, according to new MarketingProfs research of B2B marketers. Our analysis of the survey data reveals a dozen recommendations for creating relevant content that will have a direct impact on ... more
- "As a seller, when you approach a big company, you are most likely more concerned about your fears than theirs," writes Barbara Weaver Smith in an article at Selling to Big Companies. But big-company buyers are often fearful of their own decisions, she argues—especially the decision to do business with ... more
- "Let's face it, buying today is different than it used to be," says Ardath Albee in a recent post at the Marketing Interactions blog. Products and solutions are growing in complexity, she notes, but buyers have far less time to consider their options. How can B2B marketers better meet the needs ... more
- Retailers, marketers, and service providers are at an ideal point to capitalize on a massive opportunity to elevate the classic brick-and-mortar shopper experience by embracing emerging mobile technologies. Don't miss the opportunity to use these budding technologies to evolve the customer experience and boost profitability for your company. more
- "Most corporate blogs are ghost towns, in terms of both content and reader engagement," writes Ian Greenleigh at the MarketingProfs Daily Fix blog. "Abandoned blogs litter the web, making the businesses that own them look lazy, uncommitted and anything but current." A well-executed blog sets your content marketing apart from ... more
- Warning: Social media may be heading for a big crash in 2011, and it could happen because businesses don't know how to measure the ROI of their social media campaigns. Find out how the Fortune 500 use social media, learn the three categories of social media measurement, and discover the ... more
- A company's communications strategy plays a key role in reinforcing brand identity. For many, that includes logos, brochures, online presence, public relations, advertising or packaging. But what about tradeshows? How often have you attended tradeshows on behalf of your client, noticed an exhibitor, and wondered: What exactly does this company ... more
- The latest recession has profoundly altered consumer behavior. As home values plummet, stock portfolios shrink, and company profits erode, prospects are less likely to make purchases, and thrift is back in vogue. Time to stop selling; instead, become a trusted adviser and start helping your customers. more