For marketers, the appeal of using webinars and virtual events is simple: They can accelerate the sales cycle by giving prospective buyers information in multiple formats along with a forum to ask questions. But to make their virtual events a success, marketers must focus their message on buyers' needs—and not on the solution they'd like to...
Content marketing has become a key element of b-to-b marketing today, according to a new study by BtoB, “2013 Content Marketing: Top Tools, Benchmarks and Metrics for Success.” Read more
Building products company USG Corp., which is emerging from a rocky five years, this month introduced a new brand identity and tagline, “It's your world. Build it.” Read more
Speakers at BtoB's Digital Edge Live event in New York last week made one thing clear: The relentless proliferation of digital clutter is making it harder for marketers to connect with their audiences. Still, they said, marketers that use the right tactics and timing will find they have more power to reach their customers and prospects than ever...
Marketing creatives and their data scientist colleagues had a meeting of minds at the Direct Marketing Association's annual conference and expo this month in Chicago. Several panels and keynotes acknowledged the tension that exists between traditional and data-driven marketing, but most agreed that coordination between the two can pay off in...
Four years ago the VMware User Group debuted as an independent organization for VMware users. The group provides online resources and community, webinars, real-time events and other educational collateral and training for those in the IT field. Read more
Last week, Mike Marchesano took over as managing director of the American Business Media division of the Software & Information Industry Association, a new position. Founded in 1906 as the American Business Press, ABM merged with SIIA on June 30. Read more
Siemens Enterprise Communications, a joint venture of Siemens and the Gores Group, a private equity firm, was relaunched as Unify Oct. 15. Read more
Views & Opinions
If your content marketing efforts are foundering because of a lack of material, pay a visit to your local supermarket and pick up a copy of Cosmopolitan, Redbook or Woman’s Day. The editors of those magazines face the same problem that you do each month and consistently find solutions that keep readers coming back. Read more
When I joined IBM as an editor, we measured our social effectiveness in terms of inches in print each month. Today that has shifted to monitoring online conversations by the hour. The volume and velocity at which we need analytics continues to accelerate. Being agile enough to adjust quickly to events and trends has become a necessity for success. Read more