Digital B2B Marketing

JANUARY 10, 2012

Marketing lists are often acquired sporadically, and when these acquisitions are handled by various groups, companies lose the opportunity to learn from their successes or failures. I would rather see a company build their list organically over time, creating a list of people that have opted in specifically to hear from them.

Buy 100

Buy Email Marketing B2B Marketing Jigsaw 100

Digital B2B Marketing

APRIL 2, 2013

In most B2B organizations, Salesforce.com or a similar solution is the system of record. It is a complex sale, but most B2B companies will continue to use their simple measurement. It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead?

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

JULY 6, 2011

These companies offer cost efficiency, but more importantly, they give customers the freedom to quickly adapt to their market. In late 2009, Bob Evans, then with Information Week, wrote an open letter to Larry Ellison , taking Oracle to task for not allowing companies the freedom to control their own expense structures.

Lock-In 100

Lock-In Salesforce.com Amazon Opinions 100

Digital B2B Marketing

JUNE 7, 2012

Most frequently used to indicate the general size of target companies versus the specific list. A marketing approach that treats every company individually rather than as a mass of similar companies TAP : Targeted Accounts Program. Salesforce.com. EM : Email ABM : Account Based Marketing. SEM : Search Engine Marketing.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100