There’s been a lot of conversation about leaders from business and government “leading from behind.” Instead of getting out in front of issues and taking a proactive and preventative approach, they simply react to events.
Design plays an instrumental role in driving business success. But it’s often difficult for marketing managers to convince C-Suite leadership of the importance of good design.
Marketing agencies come in all sorts of shapes and sizes; each has its own unique philosophy, approach, style and strengths. And each of these factors should be taken into account when making your final selection decision.
Measuring the effectiveness of your B2B online marketing program is essential. All of your inbound marketing and lead generation efforts—your website, blog, landing pages, SEO, social media and email marketing—should be continually measured, analyzed and fine-tuned.
Content Marketing Institute and Marketing Profs recently released their B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America research. The report is packed with fascinating findings gleaned from the more than 5,000 marketers who participated.
Months of due diligence and negotiation. Weeks of planning and regulatory review. Days (and nights) of fine tuning press releases and talking points. Then comes the big day: the merger announcement! But that’s where the real work of communication begins.
The role of the corporate website in A/E/C marketing has greatly changed. While it was once “good enough” just to have a website, today firms are realizing that a website is their most valuable marketing asset, and should be the hub of their marketing and business development.
To maximize the effectiveness of your digital marketing efforts, it’s important to be constantly testing and optimizing your campaigns. A/B testing is a way for marketers to test different variables and see which are the most effective at generating leads and conversions.
Research from Content Marketing Institute has found that having a documented content marketing strategy is one of the key distinguishing characteristics of an effective B2B content marketing program. However, many firms are operating without a strategy in place.
Blogging is a cornerstone of content marketing and can be highly effective at attracting prospects and building relationships with them. But not every company is seeing success from their blogging efforts and there are some common issues that are likely to blame.
While LinkedIn had offered advertising options before, its introduction of sponsored updates last year is particularly useful to B2B companies in getting content viewed by a wider audience—but also by a targeted audience looking for their products or services.
LinkedIn is known as the business professional’s social network: a virtual meeting place for networkers, job seekers, recruiters and sales professionals. Over the last few months, LinkedIn has boosted its focus on sales professionals with the rollout of tools for social selling.