The proliferation of new marketing channels, such as social media, mobile and multiscreen engagement, is creating new opportunities as well as challenges for marketers working with agency partners. Read more
As the economy picked up steam last year, the top 50 b-to-b advertisers spent an estimated $3.96 billion on b-to-b ads, up 6.5% from 2010, according to an analysis of ad spending data from Kantar Media. Read more
Content marketing is playing an increasingly central role in the channel mix as marketers seek to enhance prospect and customer engagement and trust, according to a new study from BtoB
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These days, it can be tricky to stand out in the inbox, given how much email your recipients receive on a daily basis. The key to avoiding a quick dismissal is delivering an email your subscribers can rely on. Here are some easy ways to improve the look of your email campaigns: Read more
List segmentation—breaking the customer or prospect list into different groups and tailoring messages to those groups accordingly—can help raise response rates, but plenty of b-to-b marketers aren't making the most of their efforts. Read more
Views & Opinions
In a study released earlier this year, BtoB found that 32% of b-to-b marketers consider themselves to be “very” or “fully” engaged with social media marketing. That was up from just 21% a year earlier. Better still, the study, “Social Media Marketing: A Surge in Adoption,” projected that 53% of marketers...
Progressive Insurance is struggling with the aftermath of a crisis that began when a New York blogger charged that the company gave legal advice to a driver who caused an accident that killed the blogger's sister, a Progressive customer. The social media shockwave has damaged Progressive's carefully cultivated image of customer-friendliness and...