3 Considerations to Select Marketing Tech

Adam Gelles, Editor
Choosing the right marketing technology is one of the key elements in running successful marketing programs at scale. The right marketing technology gives each company an edge and allows them to properly target and distribute their content to prospects, consumers, investors and other stakeholders. At scale, a well-selected marketing tech stack can fuel your revenue exponentially and drive a well-orchestrated customer experience. With all those benefits, it can be tricky to find the marketing tech that will function perfectly for your organization. Every company structure and use cases are different, and as such the marketing software will have to be… Read More

ROI vs. ROMI: What’s the Diff?

Adam Gelles, Editor
Businesses that are not tracking marketing revenue are playing a dangerous game, but looking at only one metric could also cause a company to miss critical feedback. Read through B2B blogs and newsletters, and you may see ROI and ROMI used interchangeably. Both are metrics designed to measure the effectiveness of your ad campaigns, and often people refer to ROI when they’re really talking about ROMI. Let’s take a closer look at ROI, ROMI, and how to use both to measure your marketing campaigns.  What ROI can (and can’t) do for you  The beauty of using ROI–return on investment–calculations is… Read More

5 Ways to Build Excellent B2B Advertising

Adam Gelles, Editor
An effective B2B advertising strategy differs greatly from any other types of advertising management. While executing a good B2B advertising strategy can be challenging, there are certain indicators that will show you, yours is on strategy. You’ve Planned It Out Planning a well-defined and accurate strategy is the first step towards successful B2B advertising. Typically, this involves audience mapping, media planning, message and creative planning by audience segment, and of course budgeting. A solid plan will have included a pro-forma ROAS analysis so there is an expected return on investment for the program. You must also decide the end-game of… Read More

What’s Next for Conversational AI?

Kelsey O'Neill, Community and Social Manager
time lapse photography of blue lights
Chatbots have been used for a few years now for lead-gen and content marketing use cases. Brands have deployed both rule-based and AI-powered chatbots to share relevant content, set up demos, walk customers through sign-up and automate customer service workflows — all in an effort to deliver consistent, seamless experiences across channels and geographies. But this barely scrapes the surface of what conversational chatbots can do. So what comes next for conversational AI (CAI)? Embedding Conv… Read more from the source CMSWire.com: What’s Next for Conversational AI?, Published by: Chitra Iyer Read More

Brand Storytelling During A Crisis

Adam Gelles, Editor
Activate you brand story from our friends at Forrester Research with a great example from GE Healthcare. #b2bmarketing #theb2bbuzz #b2bbrands At the height of the COVID-19 pandemic, GE Healthcare became the focus of intense media coverage Using elements of storytelling and brand journalism, the organization created a video series that showed how GE and frontline workers were responding to the crisis With 42 videos produced over 42 days, the campaign was one of the most successful in the company’s history At the beginning of 2020, as the COVID-19 pandemic started to take hold, GE Healthcare found itself at the center… Read More

B2B Marketing 3.0 – It’s a (r)evolution!

Adam Gelles, Editor
There is a new sheriff in town and its called: people. B2B Marketers will need to adjust their thinking from MQLs, SQLs, LMNOPQLs to consumer / customer experience. We’ve seen the backlash on LinkedIn as automated intros in the message queue go unanswered and the robot follows get eliminated to the halls of inhumanity of marketing automation.  That’s the (r)evolution – The transformation of B2B marketing from drip-campaigns and tech stacks to well orchestrated human interactions. Sure those interactions are still aided by technology and the insights tech brings, but Skynet must be subservient to humans. So what does that… Read More

Stop forcing your B2B marketing org structure on your buyer’s journey

Adam Gelles, Editor
We’ve built our B2B marketing teams and respective budgets with specialists who know their marketing discipline and channel inside and out. Social Media rock stars, organized events pros, sales-driven field marketers, demand gen maestros and digital gurus deliver on their campaigns. This approach works for individual performance and, well, if you are competing in the Olympics for individual medals. It doesn’t work for marketing teams tasked with creating demand and revenue opportunities with … Read more from the source: Stop forcing your B2B marketing org structure on your buyer’s journey Read More