27 Sep |
Is Your Marketing Ready to Adapt to the Changing Business Landscape? |
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The crevasse between Sales and Marketing is commonly visible across all types of companies. Some choose to ignore it at their own peril and those that take cognizance of it are still struggling to find ways to bridge the gap. Despite earnest efforts by some B2B organizations to integrate sales and marketing, the gap still remains. In previous posts I have talked about ways to bring lead generation, sales and CRM together. In my opinion, even though sales and marketing teams may have started communicating more closely, the reason their combined effectiveness still falls short is because of a
Read more...20 Sep |
Infographics – Why and How You Should Use Them |
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People love stories. But in these days of digital mania where time is more precious than it ever was before, they love to “hear” and “see” stories much more than they like to read them. So if your company has a great story about what’s happening in your industry, or something interesting that your target audience would benefit from knowing about, you’ve got to find a way to say it in a simple, appealing and quick manner. Remember the KISS rule? The recent popularity of Infographics reinforces the old adage, “a picture is worth a thousand words”. As the term suggests, an
Read more...13 Sep |
Avoid Meaningless Metrics – Monitor Quality Leads Instead |
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After my post last week, I got some comments from my knowledgeable friends holding very senior corporate positions – apparently they felt I was undermining the value of metrics and reporting in sales in marketing. So let me explain that I am NOT against reporting and I DO realize that tracking revenue contribution by marketing is important. As a matter of fact, I have strongly advocated monitoring and measurement in previous blog posts too. What I AM against is the use of meaningless metrics that B2B companies spend so much time, effort and money to put together. Even more time is wasted
Read more...08 Sep |
“1 in 3 B2B marketers worldwide report financial contribution metrics to senior management” |
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…But Why Blame Marketing for this? Marketing has traditionally been the first to be blamed when things don’t quite work the way they should. Not much has changed in that respect over the years. What has changed, however, is the shrinking marketing budget across industries, across B2B organizations of all sizes, everywhere. With bigger targets to chase, tighter budgets and fewer resources to deploy, marketers are struggling to implement successful marketing programs. Even more challenging is the ability to track performance and report financial contributions to the bottom line. So it’s
Read more...01 Sep |
Ways to Leverage Video Marketing for B2B |
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A Guest Blog Post by Internet Marketing and Social Media Expert, Liana Ling I hope you enjoyed reading my guest post last week, the first in a short series on Internet marketing and social media. This week I’d like to draw your attention to a medium that has always been considered extremely powerful and yet, possibly the most under-utilized by marketers. Video marketing has yet to be explored to its full potential and definitely has a long way to go in the B2B marketing space. And yet, statistics clearly show the steadily increasing numbers as far as video viewing and penetration is
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