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.
Every marketing department, whether B2B or B2C, wants to hit the jackpot by going viral. They envision low-budget campaigns that hit that elusive sweet spot, bringing in huge visibility for minimum investment. Volvo Trucks took a different tactic.
Spring cleaning should include a clear-eyed reconsideration of your marketing tactics. By "reconsideration," I really mean this: Bury some of them deep, salt the earth, and vow never to speak of them again.
Here, in no particular order, are marketing philosophies (and a couple of tactics) that should be tossed in the dustbin of history...
While Facebook has denied any trouble in paradise, consumer marketers have been gnashing their teeth over the possibility that Facebook might be losing its cool factor among youth. But what is the B2C marketer's loss, in this case, is the B2B marketer's gain. Losing those young teenagers could actually promote a more business-friendly environment on the social network, working to the B2B marketer's advantage.
Content marketing is the tactic du jour for B2B marketers of all sizes—93 percent of them are deploying content marketing and 73 percent are producing more of it than they did a year ago, according to a report from the Content Marketing Institute.
That same report from CMI also highlighted the importance of webinars as an effective content tool—at 64 percent, it was the third most highly rated in terms of effectiveness, behind in-person events (30 percent) and case studies (65 percent).
Why not get the most out of your content marketing program by producing a webinar that your customers will find irresistible?
The mobile revolution is riding high, and apps are the wave propelling it along. The payoff for a well-designed and well-loved app can be huge for any B2B company, just like it is for B2C, but it's important to make sure it's done right.
Marketers have been unhappy with the decrease in organic reach for their posts on Facebook for a while, and now, according to a study from social@Ogilvy, the trend is only getting worse.
While tablet sales are slowing down in the consumer sector, the commercial sector will continue to experience strong growth, according to a new IDC report. This year, businesses are forecasted to represent 14.0 percent of the tablet market, an increase of 3.0 percent over last year, and that percentage will grow to 18.0 percent by 2018.
Unify, formerly Siemens Enterprise Communications, has named Bill Hurley as its new CMO. Hurley succeeds Chris Hummel, one of FierceCMO's 2013 CMOs to Watch, who was appointed Schneider Electric's CMO in December.
Facebook-owned Instagram has made a one-year deal with Omnicom Media Group worth $100 million, according to a report in Advertising Age.
Since Marissa Mayer has been in charge, Yahoo has plunked down a lot of change to acquire other companies along with their talent. That trend continues with Yahoo's acquisition of social data startup Vizify. Financial terms of the deal were not disclosed.