Are You Investing In The Right Marketing Channels?

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 looking for.

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MarTech – Blending Marketing & Technology

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 goals.

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The importance of the creative brief

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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

7 essential elements for a website measurement plan

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.

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