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BtoBlog: Blog Post of the Day |
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Each issue of CMO Close-up features an interview with a CMO, as well as other marketing executives answering that issue's "Big Question."
This week's feature:
Russ Fujioka, VP-marketing-public and large enterprise group, Dell Inc.
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When I was five, I didn't wake up one day and say, "I want to be a b-to-b online sales and marketing professional." But I am. And, truthfully, it is fun. Along the way, things have gotten even more fun. Although a pirate or a ballerina was the choice of most of my peers, being a b-to-b professional is pretty rewarding. Read more
I have recently become more serious about running in an attempt to improve my health and keep the weight off my aging body. In addition to the physical benefits of running, it gives me a little time to think. One recent morning, my run—while not effortless—proceeded without any stumbles despite the fact that many of the sidewalks on which I was running were heaving from generations of tree roots growing underneath them. Read more
Like it or not, the application window for the new generic Top Level Domains (gTLDs) opened last month, and you need to take a stand on whether to apply. Read more
Paid and organic search are both crucial parts of any complete search engine marketing strategy. I'll focus here on some of the more important recent developments in paid search and how these factor into b-to-b direct marketing. Read more
Today, the question isn’t why you should invest in social media marketing, but rather how you can do it well to make an impact. To do this effectively, you must look to turn your fans and followers into powerful brand advocates whose opinions can influence and incite fellow consumers. This post is dedicated to creating valuable ways to educate, nurture and mobilize this legion of fans and enthusiasts, and it all starts inside the four walls of your corporate office. Think Cisco, Comcast, Dell, IBM and Zappos —they’re using their employees as social media troops to communicate their company’s key messages and build stronger ties with the community, and so can you. But it all starts with leadership, education and ongoing nurturing. Read more
At Makino, our fiscal year ends in March, but so many of the media representatives, magazine publishers and websites are pushing for contracts for the full year. I am just not ready to commit. I am in the midst of a substantial review of performance and ROI of a variety of tactics and media outlets. Read more
In one of my earlier blogs, I mentioned several factors to consider before implementing a marketing automation platform within your organization, all of which I still very much stand behind. I would, however, like to add to my previous suggestions now that I am further along in the revenue marketing journey. I am by no means an expert on this topic. I am, however, willing to share what worked and to be candid about the challenges along the way. Read more
The Penn State brand is huge. It has 95,000-plus current students. Now add in everyone who lives in the town, works at or for the university, all of the alumni and the number of people directly affected, and you have more than a million. Read more
BIO
Jeff Perkins, director-customer marketing, AutoTrader.com
Jeff Perkins is responsible for all b-to-b marketing programs at AutoTrader.com, including print and online ad campaigns, website development, collateral, trade shows, direct mail and email marketing. Prior to joining AutoTrader.com, he spent 10 years working in the advertising industry in New York, most recently at Euro RSCG Worldwide as an account director, where he led all digital advertising efforts for Volvo, launching Volvo’s multimillion-dollar promotional tie-in with the hit film Pirates of the Caribbean: Dead Man’s Chest. He received his B.A. from American University and his MBA from Emory University’s Goizueta Business School, where he is a frequent guest lecturer. He can be reached at jeffrey.perkins@autotrader.com, or follow him on Twitter at @jperks74.
As we move ahead in 2012, it's always a good time think about things we can do differently, better and smarter in the new year. As Ben Franklin said, “The definition of insanity is doing the same thing in the same way and expecting different results.” But too often marketers become creatures of habit, just turning over the same media plan and changing the year to 2012. Read more
In my experience, strategic partnerships tend to start out with a great deal of enthusiasm and momentum. Read more
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