Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues.
Michael Chassen's Rules for Authentic B2B Communications
Blackboard co-founder Michael Chasen credits B2B marketing communications with helping to build the company, which sold for $1.64 billion two years ago. Chasen's five rules for B2B communication involve storytelling to define the company's brand, thinking broadly about who might become your buyer and seeking good advice, but maintain confidence in your own expertise. Via RepCapitalMedia.com
B2B Email Marketers Focus on Targeting Content
According to BtoB Magazine, lead nurturing and customer acquisition are tied at 29%, leading the list of most important uses for B2B email marketing. Delivering relevant content was cited most often as the method that would improve email efforts, followed by lead-nurturing programs and the content's quality and volume. B2B marketers consider click-thru rates as the key metric to analyze. Via emarketer.com
Four Foundational Elements of Marketing Analytics Success
Mark Emon of Marketing Profs advises that incorporating marketing analytics is vital in a time when "most marketing organizations are drowning in data and starving for information." Included in the four foundational elements are a joint CIO/CMO strategy; investment in the analytics staff, including marketing executives, strategists and users. Via MarketingProfs
Product managers and marketers are inherently competitive, but there’s a difference between being a brand champion and being blind to the market, customer needs and perceptions. .Jeff Lash of Sirius Decisions says successful product managers and marketers walk a fine line between being completely objective and being a die-hard super-fan supporter. He offers two simple tips on respecting your competition. Via SiriusDecisions
At Internet Week: Marketing + technology = competitive advantage - See more at: http://www.btobonline.com/article/20130521/MANAGEMENT19/305219998/at-internet-week-marketing-technology-competitive-advantage#sthash.QOhSvYvA.dpuf
Marketing + technology = competitive advantage
At Internet Week: Marketing + technology = competitive advantage - See more at: http://www.btobonline.com/article/20130521/MANAGEMENT19/305219998/at-internet-week-marketing-technology-competitive-advantage#sthash.QOhSvYvA.dpuf
Marketing + Technology = Competitive Advantage
Christopher Hosford of BtoB Magazine covered the launch of Internet Week, where marketing and technology departments joined for mutual benefit and company advantage. “The pervasiveness of technology not only is changing our lives but also corporate America,” said Michael Keller, CIO at Nationwide Mutual Insurance. Statistics from the “Defining the Modern Marketer: From Real to Ideal” report state that the ability to track marketing ROI through technology is the most important change contributing to the evolution of the marketing profession. Via BtoBOnline
Do you have a resource from your sphere to share? Let us know in the comment section.
Topics: Lead Generation, B2B Marketing, Marketing & Sales Alignment, Inbound Marketing