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...
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.
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. According to an Infogroup Targeting Solutions analysis of female executive titles, only 12 percent of presidents and 14 percent of CEOs are female. The research also revealed women are more likely to hold administrative and nonprofit executive roles than other top C-suite positions.
But this is not a time for the marketing and advertising industry to rest on its laurels: We can do better.
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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