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Follow The Money To The CMO

B2Bbloggers

Tech companies woke up and saw the growing role of technology in the marketing department – web analytics, marketing automation, social media, digital advertising and digital creation. Tech companies started to follow the money long before Gartner Analyst Laura McLellan boldly declared earlier this year: “by 2017, the CMO will spend more on IT than the CIO.”. And follow they did.  It started with Adobe’s purchase of web analytics company Omniture in 2009. How Tech Companies Are Setting Sights On The Swelling Marketing Budget. It began in 2009.  So began the gold rush….

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Having a blast with B2B email?

Acquiring Minds

Retention email marketing takes a back seat to acquisition marketing. Of course, the functionality of these applications goes well beyond email marketing to include content management, web analytics, CRM integration etc. Retention email marketing takes a back seat to acquisition marketing With the widespread use of email filters and the need for recipients to opt-in to email communications, retention marketing has been the primary goal for email marketing. Laura is VP / Principal Analyst, Forrester Research. For free access to the Gartner webinar slides, click here.)

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

Forrester Blog for Interactive Marketing Professionals. For example, an educational paper you already use on your website can be changed to include a section on ROI and analytics so it is more useful for an executive level demand generation program. ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). Read on to get their insights.

ClickInsights: What ROI metric should B2B marketers use in this digital marketing era?

Connect the Docs

Forrester Blog for Interactive Marketing Professionals. In order to generate leads marketers have to know how to use the analytics. Fortunately, certain tools are free and user-friendly. I use Google Analytics and Sitemeter, and advise my clients to do the same. ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). Blogs. Books.