Marketers increasingly feel pressured to look into Big Data, unified databases and developing a “360-degree view” of their customers. But faced with the enormous onslaught of questions that brings about, some observers are suggesting that marketers should reframe their goals. Read more
What makes for more effective email list-building—traditional online registration techniques or Facebook Connect,
the set of APIs that enables users to log onto a corporate website via their Facebook identities? Read more
Marketers increasingly have access to massive amounts of data. Taking advantage of that information is another matter. Read more
As the economy slowly improves, compensation for marketers is increasing— with 69% of marketers expecting a pay raise this year, according to a survey from the American Marketing Association and marketing staffing agency Aquent. Read more
When UBM Tech started surveying technology professionals to learn about their attitudes toward social media in 2010, the company found a disconnect between the pros' preferences and the channels that marketers were using to reach them. “Marketers were excited about Facebook, whereas b-to-b professionals were coming onto LinkedIn,” said ...
While collecting prospect data is essential for marketing, marketers need to be wary of overwhelming prospects with requests for information during the lead-generation process. Read more
Event marketers at Intel Corp. cannot directly trace a sale back to the decision to add a mobile recharging station to their exhibition footprint. But they can make the case to invest more deeply in the seating area, thanks to positive in-person interviews and metrics that demonstrated that the lounge made people stay longer and explore the booth...
Publicis Groupe has merged its digital agencies Digitas, based in Boston, and LBi, based in London, to form DigitasLBi, a global digital agency network. DigitasLBi, with joint headquarters in Boston and London, will operate in 25 countries and serve b-to-b clients including American Express Co., Delta Air Lines, eBay and Sprint. Read more
Views & Opinions
For a move long anticipated, the U.S. Postal Service's announcement that it will eliminate most Saturday mail delivery to homes and businesses, effective the week of Aug. 5, came as a jolt. The agency made the decision unilaterally, rankling both legislators and companies that have long relied on Saturday delivery, which dates to 1863. Read more
What do your clients need most? What are the hot topics, biggest challenges and critical business problems in your market space? What other companies do a great job providing complementary products and services to solve these problems? Are you working together? Perhaps you should be. Read more
SMM Feature/CMO Q&A
New York—BtoB today announced the winners and runners-up in its annual Social Media Marketing Awards. Read more