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Digital Marketing

The Personalization Paradox: To get more personal, B2B marketers need to think in terms of accounts

Personalization is fast becoming a de facto customer expectation. In the old days of B2B marketing (i.e. today) people go to your web home page, scan for links, click around and hopefully find their way to the most relevant information. That model is quickly being replaced by the social-mobile model …

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CMO’s report universal lack of preparedness for key challenges

IBM released the findings of their Global CMO study yesterday and one of the primary conclusions is that CMOs feel unprepared to address key challenges. The most surprising thing is how consistent the feeling is across regions and vertical industries. CMOs generally face the same issues and report very similar …

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The IDC Sales and Marketing Automation Framework Sales and marketing organizations are seeing a rapid evolution of solutions for automating their core business processes. While we are years away from anything like an integrated ERP-class solution that can manage the full range of sales and marketing activities, the building blocks …

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Social Media Guidelines

I’ve posted a couple of blogs recently about the rise of the social media function and how BtoB companies can best leverage social media. A common theme has been the need for marketing to provide guidance, guidelines and infrastructure without stifling the power of this new channel to reach customers, …

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Rise of the Social Media Function

Many opportunities exist for B-to-B marketing organizations in the social media space. . . .and they’re not all limited to what you can do with Twitter, Linked-In and YouTube. Just a few of these opportunities include: Establish a direct, relevant connection with your customers as a source of voice of …

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