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If there is one thing that all businesses in the world have in common – whatever their industry, size, internal structure and corporate culture – it's that they all need sales to thrive.
But, as is often the case, keeping up with the evolution of the purchasing cycle in order to be present where and when it matters is easier said than done.
Like many companies, in the last 12 months the main focus of our marketing strategy at SaleCycle was to produce content. And lots of it.
However, on further inspection it turns out we might have been focusing on the wrong metrics.
Welcome to another instalment of our fortnightly round-up of the best US digital marketing stats we’ve seen.
This time we’re covering everything from CX to holiday shopping and the increasing number of B2B sales that happen online.
This month's top APAC digital stats include ad spend, search trends, B2B customer experiences and Australian brand mentions to name a few.
If you've a larger appetite for stats, see the Econsultancy Internet Statistics Compendium.
Although happily it’s getting rarer, I’ve been to many pitches where the client has insisted we can’t do anything too exciting with video as ‘it’s just B2B’ – it’s incredibly frustrating.
As though the mysterious B2B audience live in a warehouse somewhere, never exposed to the latest James Bond movies or clever Meerkat-based advertising.
What are the challenges for financial service businesses that want to adopt a content marketing model?
Barclaycard’s B2B content hub launched a new section this month, ‘News and insights’, so I caught up with Andrew McNamee, vice president of digital strategy, to find out more about Barclaycard's content marketing journey.
Here's some of what he had to say...
RS Components is an ecommerce behemoth.
The B2B distributor of electronic components works at such scale that it provides a fantastic case study for conversion and user experience improvement.
Awarded a Masters of Marketing gong for its customer-centric transformation, let's take a long and detailed look at what this remarkable work entailed and how success was measured.
Case studies can be an effective way to build credibility and persuade potential customers to work with you, particularly in the B2B world where products and services can be complex and not necessarily ‘sexy’.
But many case studies are filled with meaningless marketing fluff. They spend more time gushing about how great the business is than actually providing useful information that will help people make a purchasing decision.
No conversation about B2B social media would be complete without a mention of Maersk Line.
The shipping company has managed to do the seemingly impossible and make social media an important part of its marketing mix.
To find out more about Maersk Line’s social strategy I interviewed Davina Rapaport, who is the company’s Pulse and Social Media Manager.
Unused content in B2B digital marketing will soon be a $50bn problem for the industry and for CMOs keen to prove ROI.
Picture the scene. You type your company’s name into Google and the top two results are competitors who have taken ads out in your name.
What would you do next?
If there is one thing job candidates are becoming better and faster at, that’s gathering information on social media about companies they might want to work for.
From friends of friends who work at an organisation, to Instagram photos showcasing glimpses of company’s culture & life, there are a number of ways for recruits to find out more about their future employer.