The customer relationship management (CRM) system was once considered to be an all-powerful marketing and sales tool for business-to-business (B2B) companies, but these systems aren’t always enough. Chris Rothstein, CEO of sales enablement technology Groove, spoke with eMarketer’s Maria Minsker about what’s missing from B2Bs’ marketing technology stack, despite the bustling landscape.

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Influencer marketing can be a great strategy even when you don't have a huge marketing budget. Here are some ways to make it work for you.

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A website itself is merely an opportunity. For marketers and small business owners, it's the chance to create a lead-generating asset. With three main components, you can build a framework of online growth that is based on creating value for potential customers.

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You've probably heard of link building, but you might not know what it really is or how to do it effectively. Sure, you can go ahead and hire a digital marketing agency, but unless you know the ins and outs, you won't be successful.

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Innovation typically produces beneficiaries and victims.

Today, technology is rapidly evolving and is drastically upping the stakes regarding the outcome of innovation. Some new technologies could potentially threaten the Facebook, Google, Amazon triopoly, while other developments might help the firms continue to dominate digital advertising and e-commerce. Other changes are likely to create thorny challenges across the digital advertising industry.

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Smart Speakers, including Amazon’s popular Echo, are enjoying rapid growth, but they are also creating unique challenges for marketers.

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The marketing technology landscape is busy, but there isn’t a solution out there for everything. Multitouch attribution solutions that help marketers map their customers’ path to purchase, for example, are still scarce.

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Face-to-face events have always been a way for B2Bs to effectively reach and communicate with clients and prospects.

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Concerns over advertising fraud kicked off the year in full force when Procter and Gamble CMO Marc Pritchard said the media supply chain wasn’t transparent and, at worst, fraudulent.

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Inching toward digital maturity isn’t an easy path for most marketers. According to data from MIT Sloan Management Review, in collaboration with Deloitte, many executives and managers worldwide know there are steps their organizations need to take to increase their company’s digital maturity.

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Influencer marketing has become one of, if not the most powerful, tool in a marketing team's toolbox today. With the majority of brands using this new technique in 2016, it's not expected to disappear anytime soon. In fact, research shows that it's probably going to continue growing throughout 2017.

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How can you ensure that your content marketing campaigns get the results you need them to? It’s not enough to just create great content – a strong campaign requires planning, strategizing, in order to achieve the best possible results. In this blog post, I’m going to talk about the 4 essential stages of every successful content marketing campaign:

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Good news: A growing number of businesses are investing in innovation strategies to future-proof their brands in an ever-evolving digital landscape, according to new research from Altimeter Group. However, for many companies, the “digital” in “digital transformation” implies technology, which isn’t the only part of the maturity equation. 

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PMG360, today announced the acquisition of the EC-BP.com website and newsletter which will relaunch as Supply Chain Technology News (www.supplychaintechnews.com) serving more than 80,000 supply chain decision makers.

The relaunch will expand the editorial focus beyond EDI. Supply Chain Technology News  will encompass the full gamut of supply chain practices and technologies. The newsletter will provide timely and industry-relevant technology news. Supply chain professionals will be able to stay ahead of trends needed to stay ahead of technology as it evolves with the supply chain to optimize for efficiency and profit.

More cost-conscious than their enterprise counterparts, small and medium-sized businesses (SMBs) are particularly careful about their technology investments. But make no mistake: They’re serious about marketing technology.

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The U.S. and Soviet Union space race started in the years following WWII. More recently, KFC and its iconic pitchman Colonel Sanders joined the race by launching a Zinger chicken sandwich some 77,000 feet into the stratosphere and livestreaming the event, according to an article from Geekwire.

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Businesses and consumers alike rely on emails for information and as a primary communication channel. As a result, email marketing is a high priority for businesses of all types and sizes.

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The week after Cannes typically involves recovering from too much rosé, following up son some great meetings and for a lucky few, perhaps an extended holiday.  A worldwide cyberattack was not part of the agenda for folks across adland. It's a sobering reality that most brands and agencies are not prepared for.

 

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Marketers are at different stages of digital transformation. Some are just beginning the transformation process, while others are unsure of what it really involves. But according to a new study of US digital transformation leaders, many agree that digital innovation comes with many advantages.

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In some cases, isolation can be great. When teams are separated, they can be left to focus on goals and objectives where they know they can influence the outcome. And when teams feel united in their work, they feel like they can accomplish great things.

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A variety of studies has shown that many marketers are stumbling with efforts to improve the quality and use of data. With that in mind, consultants and vendors are stepping forward with claims that they can help smooth out the speed bump of data issues.

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Throughout the past couple of years in my consulting practice, I’ve seen the market for marketing automation appear, develop, and completely change the face of standard B2B marketing agencies. According to the Aberdeen Group, back in 2014 nearly 70% of businesses were using a marketing automation platform or are currently implementing one. That percentage has only grown in the last three years.

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You may have heard that link building is dead, but it's not. Many associate link building with black hat marketing tactics, but you can create a natural link profile that is appropriate, adds value to content, and will not be penalized by Google and other search engines.

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By many accounts, email marketing is the superstar of the digital world. Yet marketers need to take a thoughtful approach to email initiatives and not get too wrapped up in the hype.

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Artificial intelligence (AI) technology is slowly sweeping the marketing space, and some marketers worry that it may replace them in the workplace. But according to a recent survey conducted by predictive advertising platform QuanticMind, most marketers realize that rather than pushing them out of the workforce, AI technology has the potential to make their jobs easier.

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B2B brands that think their customers only make decisions based on logic, rather than emotion, are forgetting one very important fact: Their customers are humans, too.

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We are a society tearing through the digital landscape, and there’s no hint of us slowing down anytime soon. New stars are born every day in the digital world. Some stay burning bright, while others quickly burnout.

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Due to liability and risk concerns, marketers in healthcare and life sciences have been largely sheltered from many of the trends shaking other industries to the core.

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Movie theaters, vacuum cleaners and the struggling retailer Sears may all become unlikely providers of data for digital marketers.

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Dopamine is a powerful chemical that controls the brain’s reward and pleasure center. In other words, it’s a naturally occurring feel good substance.  Some researchers embrace a belief that users of video games often experience elevated dopamine levels while competing against machines and peers, according to the Chicago Tribune.

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As a channel to reach prospects and customers, email continues to thrive, even as other messaging platforms emerge.

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The speed and convenience of many experiences in B2C industries is upping the expectations in the B2B space. Customers today want better, faster experiences, and B2B brands reap big benefits when they put time and effort into the kinds of customer experience strategies that B2C brands are executing every day.

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Is marketing on its way to being irrelevant?  Or is it about to become more important and effective than it has ever been?

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In an ongoing effort to engage customers and attract eyeballs, leading brands are increasingly providing content that isn’t directly tied to products.

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The competition to stand out in an extremely cluttered high-tech B2B market has never been greater. Technology is changing at the speed of light, and the need to keep up and keep innovating is at the top of the industry’s strategic to-do list. 

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When it comes to marketing technology tools, business-to-business (B2B) marketers have a host to choose from. According to a March 2017 survey of US B2B senior marketers from Software as a Service (SaaS) lead generation company Leadspace, the tools they find most valuable are customer relationship management (CRM) and marketing automation.

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