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[Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.] Marketing attribution is a hot topic these days in B2B circles. Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment… Read More
One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum. At one end of that spectrum are commodity products – CRM, for example – people know these products exist, they understand the problem that the products solve, and they recognize… Read More
Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. In 2011, she became President and CEO… Read More
Earlier this week, San Francisco-based Demandbase announced its “Company Targeted Advertising,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). The introduction follows on the heels of… Read More
According to business information provider ZoomInfo (see graphic below, further data here), more than 70 percent of business cards have one or more changes during a 12-month period. The most common changes (in order): job function, phone number, and mailing address. Even while fewer than 30 percent of contacts on… Read More
I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as… Read More
When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect, a leading provider of satellite IP communications based in Herndon, Virginia. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote,… Read More