With a tip of the hat to Barbara Walters, I’d like to introduce the 10 most fascinating people in B-to-B marketing last year
Ruth P. Stevens
Much has been written about Millennial preferences as consumers. But how about Millennial business buyers? Let’s take a look.
When planning a B-to-B lead generation program, you need to deliver leads at an affordable price — the “Allowable Cost per Lead.”
I had the chance recently to catch up with Martyn Etherington, a marketing leader I’ve long admired.
Producing an event is expensive and risky. What’s the benefit? Should you launch a client conference of your own?
Okay, we’re in the maelstrom. But what is on the horizon for data-driven marketing? Here are some predictions, culled from interviews.
Data is all the rage in marketing today. Everyone is talking about it. “A carefully considered data strategy must be a top priority.”
Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s essential,” they’ll say.
While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B marketers to learn how they were applying data and analytics to their marketing objectives. One of the most compelling stories came from Doug Sechrist, vice president of demand marketing at Five9
Selecting solutions and integrating them with your existing technologies is only half the battle. Life with marketing technology gets even more interesting once you start putting it to use. Marketers are still having trouble deploying these systems to their maximum value.
Marketing technology has exploded in the past three years. According to Chief Marketing Technologist, as many as 1,876 tech companies are battling it out for your dollars in 2015, nearly doubled in number from last year. The largest single category in marketing tech is marketing automation, with no fewer than 211 solutions available today.
Marketing technology has evolved in multiple ways, originating in spreadsheets, databases, contact management tools, graphic design software and word processing. The Internet accelerated the process, turning an evolution into a revolution. And the result was a jumble of tools and systems, each seemingly dedicated to solving a section or two of the marketing process. Some of these tools are known in the tech world as “point solutions” and focus on a single activity or segment of what marketers do. Email, for example, or lead scoring. Others attempt to automate large swaths of the process.
Dawn Zier, CEO of the weight-loss firm Nutrisystem, Inc., and 2014 Target Marketing Marketer of the Year, shares her views on the role of marketing technology in her company’s future.
When we think of mobile marketing, what comes to mind is apps and SMS text messaging. But the biggest opportunity in mobile lies in smartphone’s increasing role as the preferred channel for access to digital marketing of all types.
Data drives B-to-B marketing today. And it's a fast-evolving arena. New tools, new technologies, and most important, new buying behavior among businesses—these changes are accelerating the pace and driving new directions for B-to-B data-driven marketing. In preparing my new book on the subject—to be published in June 2015—I had a chance to speak to a variety of brilliant thinkers about where things are headed. Here are some of their predictions.