The world is awash in more data than ever and one of the reasons there’s so much of it is that companies have embraced the notion that data can increase the efficacy of their marketing efforts and drive sales.
But a new study published by Dun & Bradstreet and Forrester Research indicates that in the B2B realm, many marketers are relying more heavily on their intuition than they are on data when making decisions.
B2B marketers can find it difficult to make time for content creation. You’re just as likely to be supporting business development activities or the latest big bid-writing exercise as you are planning the content calendar.
I’ve put together some simple tips for time-conscious B2B content creators.
There are more PRs in the UK than bricklayers, or bar managers. The global communications industry continues to grow and B2B marketers have to be sure-footed when commissioning an agency.
So how do you pick a PR?
Whether you’re a marketing veteran, or are brand new to the game, keeping on top of the latest technologies and tools available is a tough ask.
Digitisation is rapidly changing B2B businesses and it is crucial that companies transform and respond to these challenges.
According to McKinsey, “Turning your company into a top quartile B2B digital player can increase revenue by 3.5%”.
Advice for B2B marketers often focuses on how to optimise the company website. Specifically, marketers should state what problems the B2B company solves, deliver high-quality content, and include a clear call-to-action.
Influencer marketing is hardly something new.
From Mark Twain’s name and image being featured on two different brands of cigars in the nineteenth century to Kellogg’s partnering with Michael Jordan throughout the nineties, we’ve all got examples in mind of brands using celebrities to promote their products.
Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.
To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world’s largest B2B enterprises.
We may not give it a lot of thought, but artificial intelligence is already part of our daily lives in a number of ways.
When it works well, it makes our life slightly easier – from trying to anticipate our needs (e.g. Amazon’s suggested products or Netflix’s recommended shows) to preventing us from being victims of fraud (e.g. our bank’s fraud detection systems).
It’s not quite over yet, but 2016 has been busy. As I predicted last year, mobile has been a definite focus for almost every marketer and we’re slowly starting to see VR and wearable technology take off.
I’ve found it interesting to see how businesses have started to scope out new and creative ways to incorporate all of these technologies and opportunities into their marketing strategies.
Location is everything in the hotel world.
But are hotels doing enough to make the most of their locations and enable better experiences for guests?
Using customer segmentation and attributed reporting together allows you to gain greater insight into what drives your customers to purchase.
This is crucial information in a world where paths to conversion are so complex.