Marketing & Sales Empowerment

2015 B2B Marketing Outlook: Digital Strategies Mature

Last month, we took a retrospective look at what changed in B2B digital marketing in 2014. This week we look to the year ahead. Particularly heartening is the fact that this year’s CMO Council’s State of Marketing report notes that 81% of the global marketers surveyed “believe management mandates for top-line revenue…

A Look Back on B2B Digital Marketing in 2014

Digital was, of course, the theme of 2014. This wasn’t hard to guess, but in our 2014 B2B Marketing Outlook, we expected to see three specific trends:

The role of the marketer would continue evolving as marketers became more confident in their digital strategies
Native advertising would proliferate
Mobile and social usage would continue…

Integrated Marketing is No Longer Enough: Why B2B Brands Need to be Synchronized

In today’s connected marketing environment, where the conversation never ends and every message can link across platforms, the static Integrated Marketing model that has guided marketers for nearly 20 years needs to be upgraded to a less linear approach. Smart business marketers with high stakes riding on the success of their singular brand message reaching customers at all touch points ought to synchronize, not integrate, their marketing plans.

Trust Issues: Readers Wary of Camouflaged Content

Turns out that there’s a big trust issue in native advertising (high quality sponsored content, provided in the context of the user’s experience, such as promoted tweets or branded articles placed alongside editorial content). Contently ran a survey last month to learn how users feel about sponsored content, and the results were striking…

3 Things Every Successful Law Firm Website Must Do

What makes a great website? It depends who you’re trying to reach.

Sure, accessibility on all devices is a clear priority (we’ve previously written about responsive web design as a compelling solution). But today, the success of a firm’s website really depends on the needs of the intended audience: if you’re…

Leveraging LinkedIn Showcase Pages to Connect with Target Audiences

Last month, LinkedIn replaced company Products and Services pages with Showcase pages. So what’s different? As extensions of the main Company Page, Showcase pages allow firms to highlight their areas of expertise, as well as provide a platform for sub-brands and business units. It’s a feed of its own that users can…

When It Comes to Video for B2B Tech Marketing, Sometimes Quality Trumps Quantity

By now, it’s clear that content is crucial to modern marketing: firms can make meaningful connections with prospects by delivering valuable and relevant information in compelling, engaging, and even entertaining communications. This is true for all B2B businesses, though effective content marketing doesn’t look the same in each industry.

In B2B technology, firms…

Show Me the Data: The Power of Focus in an Evolving Marketing Landscape

It’s clear by now that the role of the marketer is changing: with the rapid advancement of technology, it’s increasingly important for marketing executives to be able to conceptualize, and then implement, digital approaches into marketing campaigns that creatively integrate traditional methods. CMO.com notes that CMOs have the power “to impact revenue…

Ads in Context: How Valuable is Branded Content?

Native advertising – also known as branded content – has been around for a few years, but only recently has it really begun to flourish. Native ads are high-quality sponsored content, provided in the context of the user’s experience, such as promoted tweets or branded articles placed alongside editorial content. Content as a marketing strategy…

It’s Official: B2B Websites Thrive on Content… Now What?

As we examined in our recent whitepaper, content is becoming the lifeline B2B marketers need to break through the clutter and make meaningful connections in an increasingly complex environment. And for many companies, their website is the main platform for disseminating this content.

For many of the websites we have developed recently, clients across the…

Investor Videos: Success Tips from a Producer

Xan Parker, head of DeSantis Breindel’s film department, is an award-winning documentary film producer who has produced a number of investor videos. Here, she shares a few high-level tips for creating successful investor videos.

Random Acts of Content: Driving Better Results in B2B Content Marketing

As B2B marketers, we know that online content plays a critical role in B2B purchase decisions. In an increasingly cluttered and competitive marketplace, the right content can help B2B buyers make more informed decisions about the products and services they need and the companies best suited to provide those solutions. A recent report from the…

CMO-CIO Alignment: The New Competitive Advantage for B2B

This week, Internet Week New York (IWNY), an annual festival celebrating internet business and culture, was held at the Metropolitan Pavilion, a few blocks from our office here in the Flatiron District. As always, it was an exiting event. The focus this year was on how technology has disrupted and revolutionized every section of business…

Banking on Disruption: What Banks Can Learn from a New Breed of Competitor

The digital revolution is forever changing how customers choose and use financial services. In his new book, Bank 3.0, Brett King argues that banking is no longer a place you go, but something you do. As we examined in a post earlier this year, there is a fundamental shift taking place in how people…

Is Retargeting Right for B2B?

We’ve all encountered retargeting. Remember that time you spent a few minutes browsing a website, mostly likely retail – let’s say you were looking at shoes on Zappos – and the next day an ad featuring the very pair of shoes you were examining appeared next to an article you were reading on a completely…

The Complex Anatomy of UX Design

The term “user experience design” is thrown around a lot, but there’s little consensus on what it actually means. One reason may be the sheer number of disciplines that contribute to UXD, and the difficulty in defining how they work together.

Fast Company’s design blog, recently featured an infographic that organizes these relationships…

Conversation Starters: How B2B Tech Brands Can Leverage Content to Break Through the Clutter

In today’s increasingly complex, cluttered and connected marketing environment, B2B marketers have become more sophisticated in their use of content to open a dialogue with prospects and lead them through the decision-making process. This is especially true in high-tech industries, where B2B buyers will often do significant research before even talking to…

Big Data: The Big Opportunity for B2B Marketers

There’s a lot of buzz around the term ‘Big Data’ right now. For the most part, B2B marketers know it’s something that should be on their radar, but it’s very easy to get stuck in the weeds.

So, what is Big Data? At the most basic level, it’s data analytics – the…