• WEBBIQUITY  |  TUESDAY, DECEMBER 19, 2017
    [Facebook, Trade] The Top B2B Marketing Trends for 2018 – A Meta-Analysis
    It’s popular, easy to consume, mobile friendly, and with Facebook and now even LinkedIn pushing it, video (five votes) will continue to play an expanding role in B2B content marketing. Facebook Marketing: It’s long been established that Facebook is a highly effective marketing platform in the B2C space, for local bars and restaurants, musicians, and fashion brands among others. Yet another post about 2018 B2B marketing trends? Yes, but wait—this one is different.
  • WEBBIQUITY  |  TUESDAY, OCTOBER 10, 2017
    [Facebook, Trade] How Mobile Will Revolutionize Your B2B Marketing Strategy
    However, a look at B2B specific research shows otherwise. Trade Show Integration. Trade shows have been a staple of B2B marketing for a long time. Mobile integration can improve the trade show experience. For example, let’s say you are running Facebook ads. Guest post by Nick Rojas. Google recently announced that over 50% of searches globally happen on mobile. Reports argue that in the U.S
  • KOMARKETING ASSOCIATES  |  THURSDAY, OCTOBER 5, 2017
    [Facebook, Trade] How Do Live Events and B2B Digital Marketing Work Together?
    With hundreds of trade shows, conferences, and meet-ups happening every year, events tend to “die” once they are over. While some companies are frustrated by the lack of visibility at the large shows due to not receiving speaking slots or not getting the right foot traffic, AdWeek reports that 67 percent of those polled have found that smaller industry shows are better for reaching customers.
  • MODERN B2B MARKETING  |  THURSDAY, OCTOBER 5, 2017
    [Facebook, Trade] 13 Marketing Tactics to Boost Your Event ROI
    Have you ever spent months designing and building your booth to showcase your incredible products and wow the trade show crowds? You can include information about the event on your website and promote it via LinkedIn, Twitter, and Facebook. They can personalize them as necessary based on the information collected at the show. For example, you might have an email that says, “From our conversations at the show, I understand you’re struggling with (fill in the blank).
  • THE LEAD AGENCY  |  WEDNESDAY, OCTOBER 4, 2017
    [Facebook, Trade] The Definitive Guide to Machine Learning for Marketers in 2017
    Similar to how trading software has become an indispensable tool for stockbrokers, machine-learning-driven marketing technology has the potential to become universal in the workplace. They are Google, Facebook, IBM and Amazon. For instance, I was analysing content for a client’s trade show this morning, and there were around 2,000 pieces of content around the show.
  • SCRIBBLELIVE  |  MONDAY, SEPTEMBER 18, 2017
    [Facebook, Trade] Why Brands Need to Stop Chasing Marketing Hype and Start Pursuing Audience Intent
    Research shows that high-performing marketers emphasize people over data, technology and even strategy. This is a term that comprises some of the more traditional marketing activities such as trade shows and conferences, cold calling potential leads, direct mail and even television. One example of this in action is Facebook video ads. One Facebook study forecasts that native ads will make up 63 percent of mobile display ad spend by 2020.
  • KOMARKETING ASSOCIATES  |  THURSDAY, SEPTEMBER 7, 2017
    [Facebook, Trade] How Does Social Selling Tie Into B2B Marketing?
    If an employee only uses Facebook for personal connections, don’t ask them to start posting business articles. Remind them to add new contacts to LinkedIn after trade shows, networking events, or conferences. Tools like Hootsuite, Social Mention, BuzzSumo, and even Facebook, Instagram, and Twitter have their own native search functions that can provide a wealth of information on what your audience is interested in.
  • KEO MARKETING  |  MONDAY, SEPTEMBER 4, 2017
    [Facebook, Trade] Marketing Strategies for Technology Companies
    A properly optimized piece of content will show up during a search and attract visitors to your website for more information. You can add prospects by collecting emails from content downloads, salespeople contacts, trade shows, events, web inquiries, and more. Social media platforms, such as LinkedIn, Facebook, Instagram, and Twitter, let you hear from your customers and prospects. Do tech firms need marketing? Of course!
  • SCHUBERT B2B  |  WEDNESDAY, AUGUST 16, 2017
    [Facebook, Trade] 3 Ways to Better Integrate B2B Public Relations Into Your Marketing
    Both involve your relations with trade pubs. Take your PR to the next level by integrating it with your next trade show. Trade shows are a great place for you to use social media like Twitter, LinkedIn, Facebook and more. Use releases to publicize what you’re going to be doing at the trade show. But make sure to save some surprises for the actual show.
  • NAVIGATE THE CHANNEL  |  THURSDAY, AUGUST 10, 2017
    [Facebook, Trade] Get Social at Your Next Trade Show: How to Use Social Media to Boost Your Event Marketing
    Even in an increasingly digitized marketing world, a well-executed trade show presence is an indispensable part of a solid marketing strategy for any B2B company. And just because trade shows are a more traditional way of getting the word out about your product or brand doesn’t mean you can’t take advantage of the benefits of real-time communication and instant exposure made possible through social media. At the Trade Show. After the Trade Show.
  • KOMARKETING ASSOCIATES  |  THURSDAY, AUGUST 3, 2017
    [Facebook, Trade] How is B2B Marketing Different From B2C Marketing?
    A study by Deloitte published by the Wall Street Journa l shows that B2C companies spend more on social media than B2C, but B2B spends more money on marketing training and analytics, possibly due to the fact that B2B industries are often more intricate and require more professional training and product support. Many brands have entire trade-show teams that plan several appearances at events around the country or world, often spending thousands of dollars at a single event.
  • KAON  |  WEDNESDAY, AUGUST 2, 2017
    [Facebook, Trade] MarketingProfs: How Augmented Reality and Virtual Reality Are Changing Things for Marketers
    on YouTube or Facebook), or in a specially designed room with large screens all around. Showing something in VR for the sake of the VR experience has no inherent marketing value to the customer, other than the “cool factor.” A couple of examples can illustrate the innovative impact of AR and VR in marketing: 3D AR showing how a new product will fit into a customer’s environment. How Augmented Reality and Virtual Reality Are Changing Things for Marketers.
  • ACT-ON  |  THURSDAY, JUNE 1, 2017
    [Facebook, Trade] How To Use Social Media To Convert More B2B Leads With Daniel Kushner
    It’ll be just like doing a webinar and not measuring how many registrants we have, or doing a trade show and not measuring how many business cards we collect. Michelle : For people who think of social as Facebook or Twitter, and how they use those platforms socially, can social media be an effective marketing channel? If I’m going to a trade show, I know how many business cards I collected. Facebook, Twitter, Snapchat, LinkedIn?
  • HINGE MARKETING  |  MONDAY, MAY 15, 2017
    [Facebook, Trade] Personal Branding Strategy: A Roadmap for Professionals, Experts and Executives
    The chart below shows the relative billing rates for each Visible Expert level. The following chart shows that Level 4 experts are most in demand. You’ll need to build up a speaking resume before most national conferences and trade shows will consider you. Facebook, YouTube, and others may make sense in some cases, but I suggest most of you spend your limited time elsewhere.
  • KOMARKETING ASSOCIATES  |  TUESDAY, MAY 2, 2017
    [Facebook, Trade] Why B2B Influencer Marketing is Your Next Big Thing
    Another way to leverage influencers in your niche is to allow them to cover industry conferences or trade shows. Some influencers may also agree to cover an event in exchange for a press pass, which is the case for several conferences and shows like South by Southwest Interactive (SXSWi) or Pubcon. According to author Josh Steimle , influencer marketing, which has long been popular in B2C, will grow in use by B2B marketers during 2017.
  • SHARPSPRING  |  THURSDAY, APRIL 20, 2017
    [Facebook, Trade] SharpSpring Onboarding Part 4: Tracking Your Performance
    Whether it’s a $3 million Super Bowl ad, a trade show where you networked with new leads, or a Facebook post about a special new offer on a product, there are a variety of ways to get people to visit your site. Your Onboarding Specialist will show you how to attach a UTM code to the end of your URLS, so you can: Understand which campaigns are driving the most traffic. Then, Matthew showed us the power of automation in part three.
  • HUBSPOT  |  WEDNESDAY, APRIL 19, 2017
    [Facebook, Trade] How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide
    They started by videotaping trade show exhibitors booths and attaching the video to HTML floor maps. Depending on your resources, you may want to hire freelancers to help you with asset creation or to run Facebook ads to get more awareness about your event. A video call allows you to sell them on the idea and show them how excited you are. This showed us how much interest each speaker drove and how many registrations they contributed.
  • PUREB2B  |  SUNDAY, APRIL 2, 2017
    [Facebook, Trade] 5 Ways to Build a Highly-Engaged Email List
    They can also be integrated with certain social media platforms like Facebook and Twitter. With this awesome content, you can show users that you are an authority in your specific niche. Join Trade Fairs and Events. Offline events such as trade fairs and expos are great ways to reach your target audience. These trade shows are usually frequented by highly-focused individuals that are likely to make up your target market.
  • LISTENLOOP  |  FRIDAY, MARCH 10, 2017
    [Facebook, Trade] Marketing Talk: Launch Plans, Analytics, and Targeted Content for ABM
    So we’re all able to continue working because we wanna sign up for some trade shows before the end of the year, and we are able to continue working remotely on the same files. Sometimes I find myself looking at my Google Analytics, breaking it up by conversion events across different marketing channels — my LinkedIn ads, my Facebook ads, my ListenLoop ads — all these different things. What is Amium? Rodrigo : Okay, we’re live with Jeff from AeroFS/Amium.
  • ACT-ON  |  THURSDAY, FEBRUARY 9, 2017
    [Facebook, Trade] Your 2017 Resource Guide to Digital Marketing Conferences
    Throughout the year, Act-On Software attends, speaks, sponsors, and hosts events, trade shows, and webinars that support customers and partners. Check out the Trade Shows, Networking Events, and Education Sessions page to get started! Monitor any conference hashtags, Facebook groups, LinkedIn groups, and more. The smell of networking in the air. Booths freshly stocked with promotional items. Business cards at the ready. Anticipation mounting.
  • BIZNOLOGY  |  FRIDAY, DECEMBER 9, 2016
    [Facebook, Trade] Am I connecting with my customers enough? 10 tips for customer outreach
    More than ever before, companies are accessible and interacting with their customers on a daily basis, whether it’s commenting on a photo of your product on their Instagram page, interacting with them on Facebook , or tracking your ROI on your last direct mail postcard coupon. Do they “like” you on Facebook? Material for your newsletter can be great content for your Facebook feed. Perfect your listening skills at trade shows and networking events.
  • ACT-ON  |  THURSDAY, NOVEMBER 24, 2016
    [Facebook, Trade] Menu-Planning Your Marketing Mix
    In this category of ingredients are Facebook, Twitter, LinkedIn, Snapchat, Instagram, and so many more new ingredients blooming as we speak. There are direct customer engagements to consider, like conferences and trade shows, meet-ups, phone calls and presentations. Now is the time to get cooking and to enjoy the show. Thanksgiving in America is about giving thanks – for family, friends, jobs … all our blessings. And eating.
  • CONTENT STANDARD  |  SATURDAY, OCTOBER 22, 2016
    [Facebook, Trade] 9 Content Strategy Tips from MarketingProfs B2B Marketing Forum 2016
    Brand adoption exceeding that of Facebook and Twitter. Gil cited General Electric’s Snapchat strategy, which he called “fun and creative,” showing a screenshot of one of GE’s Snap Stories flying a drone into a volcano. Gil recommended: Industry events and trade shows, using geofilters. For example, automated Wall Street trading, and smart shipping routes for companies like FedEx.
  • MODERN B2B MARKETING  |  TUESDAY, AUGUST 30, 2016
    [Facebook, Trade] 4 Reasons Why You Can’t Miss Marketing Nation Online
    Author: Rick Siegfried Aren’t trade shows so much fun? The point is, live, in-person trade shows have their pros and cons. And the coup de gras: keynotes from Visa and Facebook. Building Your People-Based Marketing Strategy: Martin Gilliard, Global Head of MarTech and Data Partnerships at Facebook, will share his vision of omni-channel marketing and how brands can provide seamless experiences, regardless of channel or device.
  • BIZIBLE  |  FRIDAY, AUGUST 26, 2016
    [Facebook, Trade] CMO's Organizational Readiness Indicators for Multi-Touch Attribution
    Paid social (LinkedIn, Facebook, Twitter, etc.). Trade shows / conferences. It reveals the standard for improvement, and it also shows historic “wins” that inform the optimization process. -- -- -- -- -- --. Are you doing direct mailers, conferences, trade shows, industry events, or field marketing? According to the State of Pipeline Marketing Report 2015 , less than half of CMOs believe that their team is using the correct attribution model.
  • HINGE MARKETING  |  WEDNESDAY, AUGUST 24, 2016
    [Facebook, Trade] 3 Essential Marketing Skills that Drive Growth in Professional Services
    Recent research conducted by the Hinge Research Institute showed that high-growth firms in fact invest 13% more than their no-growth counterparts in digital marketing strategies — and much less in traditional strategies. The tables below show some interesting differences in marketing strategies favored by high-growth versus no-growth firms. This is not the place to announce a booth announcement at a trade show or a recent hire.
  • ACT-ON  |  TUESDAY, AUGUST 23, 2016
    [Facebook, Trade] From Scratch: Three (More) List Building Strategies for Agencies (and Others)
    In this post, we’ll look at list-building strategies that require budget, which modern marketers can leverage as they seek “lookalike” contacts, leverage paid media, prep and attend events and trade shows, purchase modern contact lists, and augment their existing forms. Events and trade shows. Contrasting these stats (not the suggestions), with Facebook’s recent quarterly report results driven by mobile ad revenue. Advertising on Facebook.
  • BIZNOLOGY  |  MONDAY, AUGUST 8, 2016
    [Facebook, Trade] 12 inspiring social media monitoring case studies
    This valuable feedback came from their own customers when they launched their “Meat Mountain” campaign poster showing all different meats other than roast beef. Within the week, 16 and 17 year-olds were given access to the app, showing the business value of quick responsiveness to customer feedback. Some examples are its sponsorship of the summer Olympics, or its annual trade show, Cisco Live. 90% of marketers say social media is important to their businesses.
  • ACT-ON  |  MONDAY, JULY 18, 2016
    [Facebook, Trade] From Scratch: Four (Free) List Building Strategies
    Social channels are gateways to your products and services – through evangelism (by others), awareness (from your excellent posts) and in showing thought leadership (sharing great information). They look for local artists, musicians, and stylish influencers who embody the Adidas brand, have unique personalities and strong styles, who are creative on social media, and who have a substantial following on Twitter, Facebook, Instagram and other platforms. Events and Trade Shows.
  • VIEWPOINT  |  WEDNESDAY, JUNE 15, 2016
    [Facebook, Trade] Is Anyone Leading Lead Management?
    Social Media Department – blog, Twitter, Facebook, LinkedIn, iTunes, YouTube and Pinterest, to name just a few. Sales lead acquisition devices at trade shows and conferences. Sales Lead Management is a complicated process. It needs a leader to pull all of the competing interests and people together to work as a team. Sales lead management is a tough subject to truly get your arms around.
  • BRANDPOINT  |  THURSDAY, JUNE 2, 2016
    [Facebook, Trade] Content Marketing’s Role at Trade Shows
    The trade show marketing mania. No matter what industry you’re in, if you’re planning to go to a trade show, get ready for what is often an overwhelming sensory experience. Once you begin collecting brochures and people start asking if you want a margarita, or to enter a drawing to win an Apple Watch or the latest micro-thin tablet, you might start losing sight of the focus of the trade show. Now picture yourself inside the booth at a trade show.
  • BRANDPOINT  |  THURSDAY, JUNE 2, 2016
    [Facebook, Trade] Content Marketing’s Role at Trade Shows
    The trade show marketing mania. No matter what industry you’re in, if you’re planning to go to a trade show, get ready for what is often an overwhelming sensory experience. Once you begin collecting brochures and people start asking if you want a margarita, or to enter a drawing to win an Apple Watch or the latest micro-thin tablet, you might start losing sight of the focus of the trade show. Now picture yourself inside the booth at a trade show.
  • PUREB2B  |  SUNDAY, MAY 29, 2016
    [Facebook, Trade] 20 Handy B2B Lead Generation Resources
    It’s the digital equivalent of rubbing elbows with CEOs, CFOs, COOs, and every other company member that you wouldn’t typically find on Facebook. In this SlideShare presentation , serial entrepreneur, Abhishek Shah, shows how they use LinkedIn to generate leads for your business in 13 easy steps. The presentation shows how three preferential customer behaviors come into play on every page of your site.
  • PUREB2B  |  SUNDAY, MAY 29, 2016
    [Facebook, Trade] 20 Handy B2B Lead Generation Resources
    It’s the digital equivalent of rubbing elbows with CEOs, CFOs, COOs, and every other company member that you wouldn’t typically find on Facebook. In this SlideShare presentation , serial entrepreneur, Abhishek Shah, shows how they use LinkedIn to generate leads for your business in 13 easy steps. The presentation shows how three preferential customer behaviors come into play on every page of your site.
  • IKO-SYSTEMS  |  THURSDAY, MAY 12, 2016
    [Facebook, Trade] The Most Effective Inbound and Outbound Marketing Tactics
    From LinkedIn, Twitter, Facebook and Google +, social allows you to nurture trust with your audience while staying fresh in their minds. – Trade Shows. Whether it’s an international trade show or an executive-level webinar, the two way channel of interaction between customers, prospects and your company is invaluable. While inbound lead generation is the new hot thing, certain outbound lead generation tactics show good statistics and distinct advantages.
  • IKO-SYSTEMS  |  THURSDAY, MAY 12, 2016
    [Facebook, Trade] The Most Effective Inbound and Outbound Marketing Tactics
    From LinkedIn, Twitter, Facebook and Google +, social allows you to nurture trust with your audience while staying fresh in their minds. – Trade Shows. Whether it’s an international trade show or an executive-level webinar, the two way channel of interaction between customers, prospects and your company is invaluable. There are many options when it comes to inbound and outbound lead generation tactics.
  • CONTENTLY  |  MONDAY, MAY 9, 2016
    [Facebook, Trade] 3 Award-Nominated Campaigns That Show How Content Is Growing Up
    So in 2015, Intuit developed two assets to address this need: Quickbooks Connect, the company’s trade show, and Own It , an online learning and sharing platform that lets small business employees communicate with each other. While it may not be as ubiquitous as major social networks like Facebook and LinkedIn, Wattpad—a publishing platform for original stories and fan fiction—has quickly become a huge space for brands, helping them reach millions of readers.
  • NUSPARK  |  WEDNESDAY, MARCH 30, 2016
    [Facebook, Trade] Geofencing? And other ways to target ads to trade show attendees without being there.
    Heading out to trade shows and conferences are one of the best ways to generate leads. However, trade shows are costly, and measuring ROI can be complicated. So when you’re at a trade show, there are a number of tips to make you stand out and increase the capture prospects. Invite prospects via personalized email to a pre or post show meeting. I have three other ways to target trade show audiences with advertising that may be worth testing.
  • ACT-ON  |  FRIDAY, FEBRUARY 26, 2016
    [Facebook, Trade] Layered Approach to Digital Marketing Helps Deliver 33% More Leads for RM Hoffman
    Trade shows used to be an important way for engineers to get information; they’re not so important anymore for engineers. That content then is going into LinkedIn, Twitter and Facebook. Editor’s note: Richard M. Hoffman founded the R.M. Hoffman Company in 1959 by as a manufacturer’s representative specializing in clutches and brakes. In the last six decades, the company has grown and expanded to include distribution, product modification, custom design, and manufacturing.
  • WEBBIQUITY  |  TUESDAY, FEBRUARY 16, 2016
    [Facebook, Trade] 33 Thought-Provoking B2B Social Media and Marketing Stats
    Despite the brand lift from buyer engagement and the plans to increase spending on social media marketing noted above, only about 10% of B2B marketers say they are able to quantitatively show the impact of social media on the business. Live events (conferences, trade shows and forums) remain the top lead generation source for B2B marketers. Compared to the least (socially) connected brands, the 10 most connected brands showed 31% greater revenue growth.
  • KOMARKETING ASSOCIATES  |  MONDAY, DECEMBER 14, 2015
    [Facebook, Trade] What Were The Most Effective B2B Marketing Tactics of 2015?
    The amount of innovation, change and new offerings offered by Twitter, Facebook, Google and LinkedIn exploded in 2015 – many of which gave marketers like us, not just better access to social audiences, but hyper-targeted options.” These tactics, which help build trust and credibility and thus increase sales over time, include website, trade show promotions, PR, and e-newsletters.
  • BIZIBLE  |  MONDAY, NOVEMBER 16, 2015
    [Facebook, Trade] 12 Stats On B2B Clients of Paid Search Agencies from the State of Pipeline Marketing
    These twelve statistics on paid search agency clients show how these marketers approach their strategy, how they allocate their budget, which channels they focus on, how they use marketing attribution, whether they’re aligned with their sales team, and lots of other insightful info. Paid search and events (conferences and trade shows) are tied for third place in the channel mix.
  • ACT-ON  |  TUESDAY, NOVEMBER 10, 2015
    [Facebook, Trade] Earned Media: What It Is & Why You Want More of It
    This is what most of us consider traditional media: typically TV and radio, print ads, direct mail, and trade shows. The digital era brought a brave new world of options and ways to spend: search engine marketing, pay-per-click, native ads, and even new ad types on social channels such as Facebook. Product reviews, advice and thought leadership pieces, and guest blog posts are eternal, forever showing up in search results.
  • SALES ENGINE  |  FRIDAY, OCTOBER 9, 2015
    [Facebook, Trade] Demand more from today’s B2B marketer
    When it comes to B2B marketing—whether it be social media, email marketing, blogs, white papers or attending trade shows—it has to be about lead generation. It’s great when content shows up in one of our prospect's Twitter feed because of a targeted hashtag. Not that there isn’t branding and awareness value in these projects. But branding and awareness is really a more successful strategy for B2C companies where top-of-mind awareness is paramount. (If
  • MARKETING ACTION  |  TUESDAY, SEPTEMBER 8, 2015
    [Facebook, Trade] Agencies: How to Build an Email Campaign – When Your Client Has No List
    Trade shows, job fairs, networking events and even personal social events are all potential sources to help grow their lists. We’ve touched on a couple of different ways to include links and forms within social media platforms like Facebook and Twitter, but let’s talk about it here in a more general capacity.
  • WEBBIQUITY  |  MONDAY, AUGUST 17, 2015
    [Facebook, Trade] How to Use Social Media for Event Marketing [Infographic]
    Using social media to maximize the impact of live events (like trade shows, forums and conferences) is where shiny new tools meet old school marketing. As noted here previously, trade shows and other live events remain one of the top three lead generation channels for B2B companies, despite the fact they’ve been around for a while (the first trade conferences were in the 1700s). A Facebook event listing can serve as an information hub for attendees.
  • MARKETING INSIDER GROUP  |  TUESDAY, AUGUST 11, 2015
    [Facebook, Trade] The 3 Most Important Content Marketing Questions CEOs Should Ask
    You’ve established a budget, funded largely by re-allocating some marketing funds from other tactics that don’t seem to be working (print advertising, direct mail, trade shows, etc). Don’t be bamboozled by meaningless vanity metrics such as the number of Facebook likes or Twitter followers (those can be cheaply purchased). As CEO of a company moving to content marketing, are you wondering how to set the right course? These three questions will have the greatest impact.
  • FATHOM  |  FRIDAY, JULY 24, 2015
    [Facebook, Trade] Healthcare Digital Marketing Industry Update – July
    These show up on your screen whilst broadcasting making it easy to answer and interact. Trade shows, behind the scenes webinars, speaking events, customer interviews, etc. Update 3: New Facebook Metric – Time Spent on Post. What you should know: Facebook announced a new metric that will affect their algorithm in terms of how long people are looking at your post. Once a month, Fathom Health provides our clients with the latest digital marketing industry news.
  • HINGE MARKETING  |  WEDNESDAY, JULY 22, 2015
    [Facebook, Trade] 12 Marketing Techniques to Increase Your Firm’s Visibility
    Using pertinent hashtags on Twitter, Google+, and Facebook will help your content get found. Conferences and Trade Shows. If your firm has not had the opportunity to have speakers at a large event, it can still be worthwhile to attend conferences and trade shows where your target audience will be attending as well.
  • HUBSPOT  |  TUESDAY, JULY 21, 2015
    [Facebook, Trade] Content Marketing Strategy: A Comprehensive Guide for Modern Marketers
    Those scenarios might have sounded like a lot of work to you, especially when considered alongside marketing programs that provide more immediate gratification -- like list purchasing , PPC, or trade show marketing that deliver names and email addresses in mere minutes. Past experience producing content for the web specifically, as well as channel-specific knowledge (blog, SlideShare, Facebook, Twitter, etc.). I've written my share of blog posts about content marketing.
  • MODERN B2B MARKETING  |  TUESDAY, JULY 14, 2015
    [Facebook, Trade] Beacons and Chat: 2 Technologies Giving Marketers Fresh New Ways to Engage
    Beacons: These are Bluetooth-enabled low-frequency radio signals that are emitted by small devices that can be deployed in any location—think store aisles, trade show booths, marketing events and more. In fact, just last month, Facebook announced that it is offering free beacons to retailers and businesses that are using its service as part of the company’s Place Tips initiative.
  • MARKETING ACTION  |  TUESDAY, JULY 7, 2015
    [Facebook, Trade] Inbound Marketing Vs Outbound: When Did the World Become Black and White?
    We distribute content to Facebook, Twitter, LinkedIn, our website, and our blog, and launch banners ads, retargeting campaigns, emails, trade shows, phone calls, and text messages. I’m often asked, “Should I use an inbound or an outbound strategy?” ” Inside my own head I always have the same response: “ Seriously ?! What kind of question is that?” ” .
  • HUBSPOT  |  MONDAY, JULY 6, 2015
    [Facebook, Trade] 10 Things to Double-Check Before You Begin Your Next Campaign Analysis
    For example, let's say that you are running a promotion on Facebook and Twitter to drive traffic to your website. It may seem hard to track an offline campaign -- how are you supposed to know how many people came to your trade show booth? The next time you are about to do a trade show, consider making a plan for how you can track people coming to your website. That way whenever anyone visits your site, it will be attributed to the trade show.
  • MARKETING ACTION  |  MONDAY, JUNE 8, 2015
    [Facebook, Trade] SEO for Alternative Content Types, Part 2: Optimizing Video for SEO
    Google is number one, YouTube is number two, which is of course owned by Google, and that doesn’t even count situations where a video shows up in a traditional search engine results page. Some of them are not as appropriate from an SEO perspective because they tend to be closed systems, like the social platforms such as Facebook and Vine.
  • KOMARKETING ASSOCIATES  |  TUESDAY, MAY 12, 2015
    [Facebook, Trade] Maximizing Your Content: 5 Ideas for Repurposing Blog Posts
    Many marketers simply move on to the next blog post or piece of content, letting the previous posts phase into obscurity (except for maybe an occasional tweet or Facebook post). If you publish an in-depth article, consider translating it into a presentation for an conference, trade show, networking meeting, or other industry event. When your content is written, and the promotion is done, what do you do next?
  • MARKETING ACTION  |  THURSDAY, APRIL 30, 2015
    [Facebook, Trade] 9 Ways to Generate Leads with Mobile Marketing
    Studies show that as much as 53% of the people viewing your email may be doing so from a mobile device. Run a Native Ad on Facebook. A native ad is a promotional message that’s embedded in a Facebook feed. Since half of your prospects will probably be viewing your native Facebook ad through their mobile device, it’s a simple and easy way to get started in mobile. Learn about the rules of engagement on Facebook with this toolkit. Mobile is huge. We get it.
  • HUBSPOT  |  THURSDAY, APRIL 23, 2015
    [Facebook, Trade] Humanizing Your Brand: 8 Tips for Making Your Voice Real (and Heard)
    Perhaps some people don’t want to show any biases that might deter any potential leads. If your company did a 5K, post a photo on Facebook of employees happily crossing the finish line. This is an easy— and most importantly— free way to show a human side to your audience. Put his or her face on your Facebook page with information about that position and personal interests.
  • WEBBIQUITY  |  TUESDAY, FEBRUARY 10, 2015
    [Facebook, Trade] 106 More Amazing Social Media and Marketing Statistics for 2014 and 2015
    What type of posts generate the most engagement on Facebook? Among “prestige” consumer brands, over the past four years, less than 0.25% of new customers were acquired through Facebook and less than.01% from Twitter; this compares to almost 10% for paid search and 7% for email marketing. Just 18% of consumers trust posts by brands or companies on social sites like Facebook and Twitter. 5 Facebook Statistics.
  • WEBBIQUITY  |  WEDNESDAY, FEBRUARY 4, 2015
    [Facebook, Trade] How to Optimize Events with Social Media [Infographic]
    Find event pages on Facebook or Google Plus and join in conversations. It’s important to post company updates of upcoming events, and include updates from important trade shows or industry summits. Be sure to post new content regularly ramping up to the event date, and mention your partners and other influencers who may be attending the show. Guest post by Dave Landry. Nothing promotes event marketing as well as social media.
  • HINGE MARKETING  |  MONDAY, JANUARY 5, 2015
    [Facebook, Trade] The Top 10 Benefits of Using Social Media Marketing for Business
    Make no mistake, traditional networking through trade shows, conferences, and other events is still important. Our research found that social media was a key marketing tool used by Visible Experts to build their personal brands: 92% use LinkedIn 76% use Facebook 74% use Twitter 54% use Google+ LinkedIn is actually the top tool used by Visible Experts, including both online and offline techniques.
  • GREAT B2B MARKETING  |  WEDNESDAY, DECEMBER 17, 2014
    [Facebook, Trade] B2B Marketing Leaders: 3 Things that Can Hurt You (And Your Company) in 2015
    Are we really paying people to Tweet and play on Facebook?’. Do we really need another $30,000 trade show? The transition to a new year can be a perilous time for B2B marketing organizations. Sales managers, finance people and CEOs are gathered in rooms or on conference calls having tough conversations about priorities and funding for the new year.
  • MARKETING ACTION  |  TUESDAY, NOVEMBER 25, 2014
    [Facebook, Trade] The Never-Ending Cycle: Content Informs Data Informs Content
    If data shows the customer recently purchased a new phone, then they would be more receptive to being offered accessories. For example, an offer made on Facebook may receive much less play than the same offer delivered via email. A casual Facebook post with a playful visual will not get as much play on LinkedIn, and a product press release on a company website would likely seem self-serving and overly formal if posted directly to the company blog.
  • THE FORWARD OBSERVER  |  MONDAY, NOVEMBER 17, 2014
    [Facebook, Trade] The 3 Most Important Content Marketing Questions CEOs Should Ask
    You’ve established a budget , funded largely by re-allocating some marketing funds from other tactics that don’t seem to be working (print advertising, direct mail, trade shows, etc). Don’t be bamboozled by meaningless vanity metrics such as the number of Facebook likes or Twitter followers (those can be cheaply purchased). As CEO of a company moving to content marketing, are you wondering how to set the right course? These three questions will have the greatest impact.
  • WEBBIQUITY  |  TUESDAY, AUGUST 19, 2014
    [Facebook, Trade] 23 Terrific Email Marketing Guides
    91% of consumers use email at least once a day. . • When asked which medium consumers would like to receive updates from, 90% preferred an email newsletter, while only 10% chose Facebook. • 60% of marketers say that email marketing is producing an ROI for their organization. Despite repeated pronouncements of its demise, email marketing is definitely not dead (just as SEO is not dead ).
  • HUBSPOT  |  MONDAY, JULY 28, 2014
    [Facebook, Trade] Got a Trade Show Coming Up? How to Use Instagram While You're There
    Think about the last time you put together a booth for a trade show or conference. There''s one very inboundy, inexpensive trade show tactic that you missed: an Instagram presence. So if you''re curious about how to integrate Instagram into your other trade show activities, keep on reading. At trade shows, make sure to not only tag your photos with the venue name but also click into it to like and comment on other exhibitors'' photos.
  • HINGE MARKETING  |  MONDAY, JULY 21, 2014
    [Facebook, Trade] What Every Managing Partner Needs to Know About Social Media
    It is a wide range of public platforms (think LinkedIn, Twitter, Facebook) that use vastly different formats (limited text characters to full motion video) for very difficult purposes. There are also private networks run by trade associations, professional organizations and the like. But tracking the impact of trade show attendance or social media activity on your firm’s brand is much more difficult.
  • HUBSPOT  |  FRIDAY, JUNE 6, 2014
    [Facebook, Trade] #FF, QR Codes, & Like-Gating: 6 Outdated Internet Trends We Should Leave Behind
    Remember the hours you or your friends spent playing Farmville and typing all Facebook statuses in the third person? Have you ever been offered something for free from a brand in exchange for "Liking" their Facebook page? Here''s an example of Like-gating from Sephora: If you''ve ever Liked a company''s Facebook page so you could get free stuff, think back to how that exchange made you feel about the brand. 6) Facebook Polls. Image Credit: LinkedIn , Facebook.
  • HUBSPOT  |  TUESDAY, MAY 13, 2014
    [Facebook, Trade] 7 Quick Ways to Curate Industry Content for Your Blog
    2) Follow Trade Show Blogs. Trade show blogs are some of the best places to find content, because they give good signals as to what''s changing in your industry and what trends you should keep reading more about. Even though trade shows are historically an offline lead generation source, they are becoming increasingly more inbound by providing attendees with industry blog content year round.
  • B2B MARKETING TRACTION  |  MONDAY, APRIL 28, 2014
    [Facebook, Trade] A Social Media Strategy for B2B Marketers
    Last year I would have recommended a minimum of three social media sites to B2B marketers: LinkedIn, Twitter and Facebook. Facebook. Facebook for B2B Marketing? billion users on Facebook (half of whom are accessing it from mobile devices). So, If someone searches for your company on Facebook, I want your branded Company Page that you created to appear. Then, use Facebook to bring out the human side of your company.
  • KOMARKETING ASSOCIATES  |  THURSDAY, APRIL 24, 2014
    [Facebook, Trade] How To Squeeze More SEO Out Of Your B2B Marketing Budget Priorities
    Creative Social Strategies: More Than Just Facebook (via The Dallas Digital Summit ). Live Events & Trade Shows. Casie recently wrote about the mechanisms in pre-show, during event, and post-event marketing that tie-in to SEO link building campaigns. Earlier this month MarketingSherpa released a chart from last year’s Email Marketing Benchmark Report, highlighting budget priorities across various B2B marketing programs.
  • MARKETING INSIDER GROUP  |  MONDAY, APRIL 21, 2014
    [Facebook, Trade] The Critical Ingredients Of Effective Demand Generation
    Marketing must be more than trade shows, logo colors and full-page ads. And please follow along on Twitter , LinkedIn , Facebook and Google+ or Subscribe to the B2B Marketing Insider Blog for regular updates. Demand Generation is one of the most critical components of B2B Marketing. And yet, demand generation skills are rare in B2B Marketers. Marketing must drive sales for the business.
  • LEADERSHIP  |  FRIDAY, MARCH 14, 2014
    [Facebook, Trade] How Does Social Media Leave A Footprint On Your Business?
    Also, the infographic shows that 60% of online shoppers provide feedback on their purchases through social media. Thus, it’s no surprise that social media tends to double marketing leads, unlike trade shows and direct mail. Facebook accounts have been created by 85% of Internet users. According to the infographic, 52% of marketers gained new customers through Facebook; 43% through LinkedIn; and 36% via Twitter. Facebook (73%). Facebook (45%).
  • HINGE MARKETING  |  MONDAY, JANUARY 6, 2014
    [Facebook, Trade] Lead Nurturing For Professional Services
    Nurturing campaigns consisting of multiple mailings (email or postal) following a specific event (a trade show or seminar for example) or a prospects action (filling out a contact form or downloading a white paper for example). It’s fine to show that there is a range of topics that your firm has expertise in. On Twitter or Facebook? Follow us @hingemarketing and join us on Facebook.
  • B2B MARKETING TRACTION  |  FRIDAY, JANUARY 3, 2014
    [Facebook, Trade] 4 Winning Tactics to Put in Your Marketing Plan
    When news coverage of Pope Benedict XVI showed his final tweet as he was leaving for Castle Gandolfo, I felt Twitter reached a tipping point ( it very well could have been much earlier ). It was something about that moment ( the POPE TWEETED? ), plus the fact that young people have left Facebook in droves to move to Twitter where they can follow people and comment with ease (and with more privacy/anonymity). Happy New Year! Marketing continues to change at lightening speed.
  • WEBBIQUITY  |  TUESDAY, DECEMBER 17, 2013
    [Facebook, Trade] 14 of the Best Content Marketing Tips, Tactics and Techniques of 2013
    It’s one thing to provide a laundry list of things-to-do to create great content, but quite another to show (and then break down) an exceptional example, as the delightful Ann Handley does here, with a nicely done video involving Cisco networking gear, and beer. Content marketing success starts with developing a strategy and roadmap, but the rubber hits the road with the execution of tactics (and measurement of marketing results to support continual improvement).
  • HUBSPOT  |  WEDNESDAY, DECEMBER 11, 2013
    [Facebook, Trade] A Year in Review: The Biggest Social Media Updates of 2013
    Yes, we''ve got big stories -- remember when Facebook tried to buy Snapchat for $3 billion ? -- but it''s the updates to our favorite platforms, the ones we use all the time for our marketing, that matter the most. The 3 Most Important Facebook Updates of 2013. 1) Facebook introduced social search with Graph Search. With so much social data on Facebook, marketers were yearning for a way to capture it all. 2) Facebook launched clickable #hashtags.
  • KOMARKETING ASSOCIATES  |  THURSDAY, DECEMBER 5, 2013
    [Facebook, Trade] 12 Simple Ways to Build Links Through Events
    After spending much of my year at conferences and trade shows, I can tell you events are a great place to learn what’s happening in your industry, connect with your peers, and drive new business. So instead, here are 12 simple ways to build links through events: Pre-Show. As a speaker, you typically get a number of benefits including free tickets, brand exposure at the show, and a bio/link on the website. Interested in attending a show but don’t have the budget?
  • THE FORWARD OBSERVER  |  TUESDAY, NOVEMBER 26, 2013
    [Facebook, Trade] 9 Ways To Get More Prospects To Discover Your B2B Blog
    Examples include advertising, direct mail, trade shows, news releases, cold calling, etc. Examples include Pinterest, Facebook, and now even LinkedIn and Twitter. Artillery B2B Marketing Blog > The Forward Observer Great blog content alone is not enough to get more readers, links, shares and conversions. These nine tactics will get your blog discovered by more readers.
  • MARKETING INSIDER GROUP  |  MONDAY, NOVEMBER 25, 2013
    [Facebook, Trade] Who Is Responsible For Demand Generation? Marketing or Sales
    We are more than the people blowing up balloons at trade shows. And please follow along on Twitter , LinkedIn , Facebook and Google+ or Subscribe to the B2B Marketing Insider Blog for regular updates. Marketing exists to drive business outcomes. And more than a bunch of creatives figuring out what color our logo should be. Effective Marketing drives demand.
  • MARKETING ACTION  |  FRIDAY, NOVEMBER 22, 2013
    [Facebook, Trade] Is Your Social Media Strategy Dynamic?
    For Facebook and Google+, the 45–54 year age bracket is the fastest growing demographic. And Facebook still leans young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. 189 million of Facebook’s users are “mobile only”. Speaking of the 18-44 demographic, here’s how they spend their time on Facebook: 4. LinkedIn has a lower percentage of active users than Pinterest, Google+, Twitter and Facebook.
  • LEADERSHIP  |  THURSDAY, NOVEMBER 21, 2013
    [Facebook, Trade] Interesting Infographics: How B2B Sales Has Changed
    According to an infographic designed by the Maximize Social Media team, we need to view the internet as a “trade show” About 54% of B2B buyers start their purchasing process with informal research, especially research that surrounds their business obstacles. Facebook (48%). I thought it would be interesting to look at how B2B sales have changed.
  • INTEGRATED B2B  |  MONDAY, NOVEMBER 18, 2013
    [Facebook, Trade] Best practices for using social media at a trade show
    With exhibits to design and logistics to plan, it’s easy to see why so many trade show marketers neglect social media. Budgetary concerns and tough sales targets make it easy to write off social media marketing as an ‘optional extra’ for a trade show. Social media and trade shows, however, can work together very well. Marketing a contest on Facebook or Twitter is easy. 8. Post summaries of trade shows and other events.
  • WEBBIQUITY  |  TUESDAY, NOVEMBER 12, 2013
    [Facebook, Trade] 103 Compelling Social Media and Marketing Statistics for 2013 (and 2014)
    7% of the American population has never heard of Facebook, and 41% say they haven’t heard of LinkedIn. There are, on average, 700 YouTube video links shared on Twitter every minute, and 500 years worth of YouTube videos watched on Facebook every day. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? Facebook will account for 13% of worldwide mobile ad revenue in 2013.
  • WEBBIQUITY  |  TUESDAY, NOVEMBER 12, 2013
    [Facebook, Trade] 103 Compelling Social Media and Marketing Statistics for 2013 (and 2014)
    7% of the American population has never heard of Facebook, and 41% say they haven’t heard of LinkedIn. There are, on average, 700 YouTube video links shared on Twitter every minute, and 500 years worth of YouTube videos watched on Facebook every day. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? Facebook will account for 13% of worldwide mobile ad revenue in 2013.
  • KOMARKETING ASSOCIATES  |  FRIDAY, OCTOBER 25, 2013
    [Facebook, Trade] B2B Link Building: Identifying Low-Hanging Fruit
    Optimize Trade Show & Event Listings. Have you exhibited at any trade shows lately? Large shows will have websites with a section dedicated to exhibitors; business listings include anything from logos to full company profiles. Once you locate websites which mention your company, thank them with a tweet or Facebook post. Link apples just waiting to be picked! Link building campaigns are the #1 cause for search marketer balding in the U.S .
  • HINGE MARKETING  |  WEDNESDAY, OCTOBER 9, 2013
    [Facebook, Trade] How to Build a Social Media Marketing Presence for Management Consulting
    Our research bears this out: management consulting firms lag high-growth companies in their use of techniques such as LinkedIn, Twitter and Facebook, along with other digital marketing techniques such as blogging, search engine optimization, e-newsletters, pay-per-click advertising and use of YouTube. Another vital statistic shows that more than 70% of management consulting firms anticipate hikes in digital marketing at an average rate approaching 95%. On Twitter or Facebook?
  • WEBBIQUITY  |  FRIDAY, OCTOBER 4, 2013
    [Facebook, Trade] How To Analyze and Grow Website Visits
    Offline tactics include trade shows and other events, business cards, direct mail, printed brochures, signage and print advertising. Online branding tactics include media mentions, building links by writing guest posts and articles, product reviews, social media, and industry activities like high-quality directory listings and trade association membership. Possible sources of referral traffic links include: • News articles in trade, local or business publications.
  • WEBBIQUITY  |  FRIDAY, OCTOBER 4, 2013
    [Facebook, Trade] How To Analyze and Grow Website Visits
    Offline tactics include trade shows and other events, business cards, direct mail, printed brochures, signage and print advertising. Online branding tactics include media mentions, building links by writing guest posts and articles, product reviews, social media, and industry activities like high-quality directory listings and trade association membership. Possible sources of referral traffic links include: • News articles in trade, local or business publications.
  • HINGE MARKETING  |  MONDAY, SEPTEMBER 23, 2013
    [Facebook, Trade] Steps to a Successful Integrated Marketing Strategy
    The research clearly shows that firms that base their decisions on solid research grow faster and are more profitable. This doesn’t mean that you need to be in every issue of every trade publication, exhibit at every trade show and attend every networking event. On Twitter or Facebook? Follow us @hingemarketing and join us on Facebook. An integrated marketing strategy sure sounds like something you would want for your professional services firm.
  • MARKETING INSIDER GROUP  |  TUESDAY, SEPTEMBER 17, 2013
    [Facebook, Trade] What Is The Future Of Content Marketing?
    The attendance of the show. We are no longer the folks who blow up balloons at trade shows. And while advertising campaigns and trade shows will continue to be a big part of what we do. Google’s “Zero Moment Of Truth research showed that the number of sources we look for in making a purchase has doubled (2011 vs. 2010). My friend Todd Wheatland (@ ToddWheatland ) did a great job presenting on this at the show.
  • WEBBIQUITY  |  MONDAY, SEPTEMBER 16, 2013
    [Facebook, Trade] Five Marketing Metrics that are Definitely NOT “Worthless”
    ” Of course it’s true that, ultimately, any marketing tactic has to show business results (higher sales, lower costs, or some combination thereof). Facebook “Likes” The article argues in his post that “the vast majority of people who click the ‘like’ button will never return to the site of their own accord. This isn’t to say that Facebook should be a central part of every company’s social strategy.
  • WEBBIQUITY  |  MONDAY, SEPTEMBER 16, 2013
    [Facebook, Trade] Five Marketing Metrics that are Definitely NOT “Worthless”
    ” Of course it’s true that, ultimately, any marketing tactic has to show business results (higher sales, lower costs, or some combination thereof). Facebook “Likes” The article argues in his post that “the vast majority of people who click the ‘like’ button will never return to the site of their own accord. This isn’t to say that Facebook should be a central part of every company’s social strategy.
  • LEADERSHIP  |  TUESDAY, AUGUST 27, 2013
    [Facebook, Trade] 10 Event Marketing Tips to Accelerate B2B Lead Generation
    They created a demo mobile app customized with my company’s name and logo and posted it on their Facebook page to show what they can do for others in the same industry. Instead of hosting half hour demos at your trade show booth, keep it snappy. It’s no use if you go back after a business expo with a box full of business cards and start sending distracting emails to follow up with the leads that showed interest in your product/service.
  • THE FORWARD OBSERVER  |  TUESDAY, JULY 30, 2013
    [Facebook, Trade] B2B Content Marketing: How To Get Your Prospects To Love You
    ad size, commercial length, trade show booth size, etc.). As the graphic below shows, content can play a strategic role in moving prospects along the buying stages. Essentially, you want to distribute content that shows you have a clear understanding of and expertise related to your industry. Facebook, Pinterest, Google+, YouTube) it is vital that you leverage those mediums for all their visual worth. For instance, show products being used.
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, JULY 24, 2013
    [Facebook, Trade] What B2B SEO Professionals Can Learn From Journalism & The Newsroom
    LinkedIn, Facebook, and Google+ Groups. Websites and social media profiles associated with conferences, trade shows, and industry-specific events. Content fuels B2B SEO and social media initiatives. We need content for applying keyword strategy, differentiating brand communications, acquiring links, and improving social media visibility. But where do B2B marketers obtain great content?
  • B2B LEAD GENERATION BLOG  |  MONDAY, JULY 8, 2013
    [Facebook, Trade] Event Marketing: How a technology start-up made a trade show splash booth-free
    The best opportunity to kick off that effort was at the NRF Big Show. A Facebook page for Seymour. It combined these elements to promote the new brand at the trade show. These buttons directed them to the blog site where a running clock showed how much time is wasted by waiting. Raising funds for victims of Hurricane Sandy by encouraging participants to be “Seen with Seymour” and post their photo with Seymour on the Facebook page or Twitter feed.
  • B2B MARKETING TRACTION  |  FRIDAY, JUNE 14, 2013
    [Facebook, Trade] In The Rush to B2B Social Media, Don’t Forget Strategy, Analytics
    So, when a business decides to market on social media platforms like LinkedIn, Twitter, Facebook, and Google+, they don’t always have a strategic social media plan and they often don’t monitor social media analytics to make sure they are on the right track and getting the right results. As many businesses jump on the social media bandwagon, I’m seeing a real lack of strategic planning and analytics as part of the effort. Why is this happening, and why is this important?
  • WEBBIQUITY  |  TUESDAY, JUNE 11, 2013
    [Facebook, Trade] How to Get Found Where Your Buyers are Looking: Web Presence Optimization
    It starts with a well-optimized website of course, but there’s much more to it than that; a website isn’t the only way to show up in a search, and traditional search engines aren’t the only online tools that buyers are using to learn about products and services. Industry sites: these can include financial or technology analyst websites, trade show and event sites, and trade association sites.
  • PUZZLE MARKETER  |  WEDNESDAY, MAY 29, 2013
    [Facebook, Trade] The New Rules of Lead Generation Book Review
    Social media advertising (Facebook, LinkedIn, and Twitter). Trade shows. For more information on The New Rules of Lead Generation: Like the book on Facebook. There are many elements to marketing that can prove effective for growth of a business. However, at the heart of every marketing strategy should be a focus on generating sales-ready leads. After all, if the marketing isn’t generating leads and revenue, then it’s not working.
  • MODERN B2B MARKETING  |  TUESDAY, MAY 28, 2013
    [Facebook, Trade] The Customer is King. How Do You Prosper in their Kingdom?
    If you were a business buyer you had to rely on the once a year trade shows or dust off an outdated analyst report. But now everyone one can instantly tap into opinions and reviews from the hundreds of millions of users on Facebook, Twitter, and Yelp. In fact a recent study by Totango showed that on average, companies spent only 21% of their marketing budget on existing customers, whereas these customers represent 61% of their revenues.
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