At this time last year, B2B marketers were woefully behind when it cam to mobile, but recent reports show B2B marketers are catching up. We won't be left behind again. That's why we're looking to the future for this special report.
Research Corner: Not all B2B buyers use the same kind of content in the same way for purchase decision-making
There is no content "magic bullet" for B2B buyers, according to a new study released by the CMO Council. While it found that online content is very influential in identifying and selecting vendors, that content is consumed and shared differently based on the person's authority level and role in the collaborative decision-making process.
Atchison Frazer was appointed CMO of B2B tech company KEMP Technologies last November. His challenge has been to help the IT company stand out from its biggest competitors in a mature market. He sat down with FierceCMO's Tequia Burt to talk about his strategy and what other B2B marketers should be concentrating on today.
While I've already beat the drum for this, I think one of the big themes of Adobe's conference—reinvention—is one that B2B marketers should embrace wholeheartedly.
People have known and trusted Philips for decades—that isn't a problem for the technology company. The problem is that when they think about Philips, most people think of the B2C side of the business: light bulbs big and small or electric tooth brushes. That is exactly the perception the "Innovation and You" campaign, launched with the help of its advertising agency Ogilvy & Mather, is intended to change.
In reality, 70 percent of Philips' business currently comes from the B2B market. For example, in the healthcare industry it has developed high-tech ultrasounds that have helped doctors make advances in cancer therapy, while low-energy lights have aided businesses, and even entire cities, in cutting costs. The company has been refocusing its portfolio in recent years and began the process of re-engineering its brand in November 2013, unveiling an updated logo and its new brand line.
Change is hard. But according to Debbie Qaqish, chief strategy officer at The Pedowitz Group, learning to modify leadership behaviors is one of the key elements to changing your marketing department from a cost center to revenue center.
She compares it to the rubber band many people wear on their wrist when trying to lose weight or stay on a fitness program: It isn't about dieting, it's about modifying your behavior. So whenever the urge strikes to stray from the path, a quick snap of that rubber band helps stay on the straight and narrow.
Just like Facebook, Twitter is doubling down on its mobile strategy. The social network announced that it will now, also like Facebook, offer app install ads to advertisers.
LinkedIn's SlideShare, a presentation-sharing site targeted to business professionals, has introduced its first-ever native mobile app.
Google+ is rolling out an ad unit that it has been testing since December that lets marketers turn content into display ads.
Kenshoo released its "Search and Social Snapshot: Q1 2014" this week, and while paid search advertising is still top of the heap when it comes to ad spending, social is showing rapid growth below it.
The rapid rise of digital spending usually grabs all the headlines. However, one channel, digital out-of-home video, is also one of the best performing channels, according to the Digital Place Based Advertising Association.