MARKETING STORIES FROM BtoB's NEWSLETTERS
To media companies grappling with the challenges of multiplatform content management, one thing is clear: The technology and processes they use must serve an increasingly mobile audience. To better reach these always-on-the-go readers, publishers are rolling out mobile-first strategies and...
May 21, 2013
NetApp wanted to build a conversation not just with customers and potential buyers of its computer storage and data management solutions but also with C-level executives and influencers. That audience isn't necessarily interested in technical white papers, however, so the company set out to publish...
May 21, 2013
OTHER MARKETING STORIES
STORIES FROM THE CURRENT ISSUE OF BtoB
Lead generation is becoming simpler in practical terms—it's easier than ever before to find and nurture prospective customers. But the forces driving it are complex, including the integration of marketing and sales tools and continued industry consolidation.
May 13, 2013
Last year at SiriusDecisions' annual summit, the marketing consultancy rolled out a major revision of its marketing effectiveness model with a new approach to sourcing and qualifying leads. At this year's conference, the company upped the ante with a new take on sales productivity that, in typical...
May 13, 2013
Governance, risk and compliance company Navex Global rose from the integration of other four companies, unifying product offerings under one brand and developing a centralized business strategy. At the end of 2012, the company began to streamline its marketing processes, merging multiple customer...
May 07, 2013
OTHER CURRENT STORIES
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Randall Rothenberg of the IAB stresses the importance of staying informed when it comes to to Internet legislation. WATCH NOW
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VIEWS AND OPINIONS
It's become almost cliché in some circles to say print is dead.
May 13, 2013
Let's begin with my core belief about social media: The key to success in social media marketing has little to do with your feature-rich platform, clever branding or well-honed messaging.
April 22, 2013
Myths about lead generation can lead to faulty practices and missed opportunities. Below we bust five common myths about lead generation and provide tips to help craft strategies that deliver leads that convert to customers. Myth No. 1: It's all about cost per lead.
April 22, 2013
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