Want to measure the effect your marketing has on sales, but are not sure what to focus on in an ocean of available data? Here's how to cut through it all.
For many B2B marketers, the hardest part of implementing or improving their social media is getting started. Here's a book that can help.
For B2B marketers who embrace social media, it can be a boon with growth-generating potential. However, for those B2B marketers who are unwilling or unable to recognize social media's growing influence and power, it can spell serious trouble.
In "The Social Media Management Handbook" by Accenture executives Nick Smith, Robert Wollan and Catherine Zhou, the authors tackle the thorny issue of implementing a successful, integrated social media program for businesses.
With a dashboard of marketing metrics and analytics, B2B marketers can measure marketing's link to revenues and profits.
John Wanamaker (1838-1922), retailer and marketing pioneer famously complained, "Half of the money I spend on advertising is wasted; the trouble is, I don't know which half."
Wanamaker's frustration has long been the lament of marketers who want to know which of their marketing mix elements are effective (and which are not effective).
B2B marketers can find new customers by adopting demand generation tactics such as providing educational content, making their website an educational hub, using marketing automation software and nurturing decision makers until they are ready.
"Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services. Commonly used in business to business, business to government, or longer business to consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process." WIKIPEDIA