Most B-to-B marketers are faced with the dilemma of more marketing channels than resources.
We are living in the age where there is a marketing channel
or marketing platform for almost every aspect of B-to-B marketing. From
outbound channels for customer acquisition to platform channels for managing
the marketing process. It seems there is
a provider at every turn offering the latest marketing technology with promises
that their technology will wholeheartedly produce the marketing results you are
Do you have the resources to achieve your business goals?
Altimeter Research recently released a new research report entitled Key Elements of a Next-Gen Digital Marketing Strategy. In the report, they correctly identify that marketing is no longer considered a stepchild on the organizational chart but rather a leader in innovation and digital transformation.
Today, achievement of many business goals requires an
integrated digital strategy that encompasses traditional awareness goals as
well as the ability to reach customers on an on-demand personal level thought
to be unachievable just a few years ago.
Below are my thoughts for business-to-business marketers as
they start to navigate the technology and resources needed to achieve their business
Advertising that connects and differentiates starts with the creative brief
Advertising that persuades and connects with the target audience is a strategic investment. It’s the only medium that the advertiser can control the placement, content, and frequency of message. Therefore, it’s important to make sure the creative development of the ad is on target to achieve the business objective and inform the potential new customer of how and why the product offering will improve their lot in life. Continue reading →
Making dollars and sense from Google website analytics
Google website analytics: love them or hate them, they are here to stay. Interpreting the data those dimensions and metrics provide can be challenging for the analytic novice. To Google’s credit, they do provide online tutorials to help marketers start to think in analytical terms, interpret analytical data, and take the necessary action to achieve the business objective.