Generating a bounty of leads doesn't mean your work is done. What's much more important is whether those leads will ultimately convert—and predictive lead scoring is one way B2B marketers can determine if a lead is good or if it belongs on the trash heap.
In 2009, Domtar, North America's largest paper producer, found itself fighting a lot of misconceptions about the paper industry. Its answer was the "Paper, because" ad campaign.
Everyone is a publisher these days, including B2B marketers. An effective way for B2B marketers to get their story out is through "brand journalism," a term that I've heard bandied...
Ali Andrew, CMO of pet insurance provider Trupanion, sat down with FierceCMO's Tequia Burt to discuss how the company's B2B marketing strategy ultimately helps it reach pet owners.
Michelle Van Slyke is VP of marketing and small-business solutions at the UPS Store. Last month, she launched UPS Store's "Mailbox Confessions" campaign targeted to small-business owners. Van Slyke sat down with FierceCMO's Tequia Burt to talk about the campaign and to offer suggestions to B2B marketers on boosting customer-centricity at their organizations.
Your customers are probably like you: always in motion and looking to get something done on the go. By now, everyone knows the key to reaching those customers where they are is building a mobile strategy, but figuring out how to make it work isn't exactly the same as on a desktop.
Google Analytics has several tools that can help marketers track activity on their mobile websites to get a better idea what is working and what isn't. There are a lot of tools to dig through, but finding the right reports to help you measure performance is worth the time, according to Megalytic CEO Mark Hansen.
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I got some news in my inbox Monday that stunned me: Just one-third of CMOs are women. I was even more disturbed to find that the number is high when compared to other C-suite roles. But this is not a time for the marketing and advertising industry to rest on its laurels: We can do better.
Brimming with cash it made from the initial public offering of Alibaba Group Holding, Yahoo has signaled that it is set to acquire even more companies. And the next one might be video platform BrightRoll, according to a report in TechCrunch.
Nielsen and Adobe have launched a partnership to measure all digital content consumption—including online TV and video—across the Web and apps.
The ad-tech industry continues to get more and more consolidated. MediaMath, which provides a demand-side platform, announced that it has agreed to acquire UK-based social advertising firm Upcast. Financial terms of the deal were not disclosed.
In its first-ever U.S. programmatic forecast, eMarketer predicted that U.S. programmatic digital display ad spending will eclipse $10 billion this year, growing 137.1 percent. That spending will represent 45.0 percent of the U.S. digital display advertising market.
The Association of National Advertisers and the Business Marketing Association have joined forces. On Nov. 30, the BMA will become a division of the ANA.