Marketers that are having trouble figuring out an ROI for their social media efforts are in good company, with less than half even attempting to measure a return. To make the most of the channel, experts suggest identifying goals to determine which metrics will be most meaningful, along with these four other tips. Read more
Analysts and marketers stressed the core importance of content marketing at BtoB's Digital Edge Live conference last month in San Francisco. Read more
Aon Corp. and Deltek Inc. were social media marketing headliners at BtoB's fourth annual Social Media Marketing Awards, held March 20 in San Francisco as part of BtoB's Digital Edge Live conference. Both topped their categories in People's Choice Awards balloting as the top b-to-b social media marketing programs of the year. Read more
Companies are increasingly tying marketing activities to leads and revenue. Bur marketers feel frustrated with their ability to drive enough leads to meet the demands of sales departments, according to a new study by BtoB. Read more
While the majority of CMOs and CIOs say their relationship with one another is critical to success, both roles report challenges in CMO-CIO alignment, according to a new report from the Chief Marketing Officer Council in conjunction with SAS Institute. Read more
“Winning on the Road” Read more
Brian Mackey, director-IBM Marketing Transformation, is assigned to help IBM marketing deploy a data-driven strategy. His team has built a uniform system that helps the company derive actionable insights from disparate actions—Web searches, clicks, downloads and in-person events stretching across 78 countries. Mackey spoke to BtoB about how...
Forbes.com grew its revenue last year, building a digital sales number that for the first time matched what the print side generated, said Meredith Levien, chief revenue officer at Forbes Media. “The exciting news is that it's not because print is shrinking,” Levien said. “Print is growing modestly, and in digital [we saw]...
Views & Opinions
Back in the 1990s a lot of technology conferences sprouted up around the theme of information technology as a competitive advantage. IT was expected to drive operational efficiencies that separated the leaders from the laggards. Read more
B-to-b marketing leaders are striving to position their companies as thought leaders. And why not? If you do not have a truly disruptive technology, product, service or idea (in which case you actually are a thought leader), being seen as a thought leader gives your company strategic differentiation. It helps you stand out from the...
SMM Feature/CMO Q&A
The tax and accounting division of Thomson Reuters is one of the company's fastest-growing units. The division sells tax software and information to governments, companies and accounting firms, and compliance solutions to financial institutions and law firms. Tobias Lee has been the division's CMO for about a year. He oversees the global marketing ...