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.
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.
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.
Cisco's Blair Christie explores how marketing must be redefined and transformed to be able to navigate the new customer journey. CMO spending more on IT has reinforced the changes in Cisco's business and across the tech landscape. As a result, we need to redefine marketing's role and transform our marketing organizations.
The customer journey and marketing's role in that journey was once pretty clear-cut. We were the masters of the brand and our job was to build awareness and loyalty, as well as help generate leads. Once we had those leads, we'd transition customers to sales for the next stage of the journey.
It's a dynamic world that B2B marketers live in. Social, mobile and Big Data are just a few of the new elements that have entered the mix in the last decade, and each one has changed the way CMOs and marketing executives view their roles.
With new responsibilities and new perspectives come new challenges. Whether it's managing time, ROI or figuring out what goal you're chasing, marketers have never faced as many challenges as they do today. But those challenges also present rare opportunities for marketers prepared to face them head on.
Fliptop's founder and CEO Doug Camplejohn shared seven of the most common challenges every marketer is facing these days. See how many you've stared down and maybe learn a few new tricks for overcoming them.
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To stand out from the crowd and rise above competitors, B2B marketing leaders must realize they can't do it all alone. Our picks for this year's list of 15 outstanding CMOs have that in common. First, they have all realized that to produce good and relevant marketing, the customer must be the heart of everything they do. Second, these leaders all have a good team behind them and know it.
Magazine app Flipboard has rolled out a major redesign, which makes it easier to find content, is mobile optimized and adds daily curated news.
To show brands how to create effective ad campaigns on its platform, Facebook is debuting a weekly video interview series dubbed "Pub in Pub."
LinkedIn reported better-than-expected earnings, bringing in $568 million in revenue, an increase of 45 percent compared to $393 million in the year-earlier period.
Facebook-owned Instagram is unveiling video ads today, according to a report in Adweek.
Yahoo has poached Amazon's top sales exec, Lisa Utzschneider.