Marketers can target—and retarget—their prospects with more precision than ever before. But to make the most of the available personalization technology, they must follow a well-planned strategy and adopt best practices to ensure they're not missing opportunities and to determine how effective their efforts are. Read more
Marketing automation is making inroads at many b-to-b companies, with 46% currently using marketing technologies in some form and another 20% evaluating platforms to adopt, according to a new study by BtoB. Read more
Keynote speakers at BtoB's Leading Edge virtual trade show last week focused on how b-to-b marketers can use digital marketing and content to engage prospects and generate demand during the buyer's journey. Read more
BtoB's Media Business recognized outstanding media executives last week at its 10th annual Top Innovators in Business Publishing awards luncheon in Manhattan. Awards were presented in six categories: CEOs, top publishing executives, top digital executives, audience development, events and production/technology. In all, 10 publishing companies were ...
Actor Hugo Weaving donned the trademark suit and sunglasses of Agent Smith in a General Electric commercial released in April, reviving the iconic villain he played in “The Matrix” to promote the company's Industrial Internet software business. Read more
Slack and Co., Chicago, which is marking its 25th anniversary this month, has kept its focus as a pure-play b-to-b agency while expanding its client roster in a variety of industries. Read more
Christine Nurnberger, VP-marketing at SunGard Availability Services, knew she had a challenge on her hands when she took over the marketing function at the cloud-hosting and disaster-recovery company 18 months ago. Read more
Carestream Health, a technology company that produces medical and dental imaging and healthcare IT solutions, faces an imbalance in its event marketing equation: The company spends more on face-to-face marketing than on any other channel in its marketing mix, but trade shows produce the lowest measurable return on investment in the marketing...
Views & Opinions
Many of us at Stein IAS are big “Mad Men” fans. We love the melodrama, the characters—even the caricatures. We get a kick out of looking back on advertising's pinnacle moment as the mover and shaper of popular culture. And we aspire to achieve similar glory today (minus the three martinis before lunch). Read more
I remember the day very clearly: my first day with CSC, and also the opening day of CSC's global sales conference. After a video on the power of digital marketing received thunderous applause, I got introduced to the entire audience as the guy who would make this vision come true (big gulp!). Read more
SMM Feature/CMO Q&A
B-to-b marketers using social media seek out channels dedicated solely to business, where potential buyers come for serious content—not dancing cats. According to Kelly Services' Todd Wheatland, SlideShare is such a platform. Read more