Business-to-Business

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Ad Innovations in Connected TV

BrightLine discussed the innovations and exploration taking place in the new TV arena, and how marketers can finally win the living room space through a turnkey, connected TV experience.

How Small Businesses Can Scale the Big Data Barrier

Small businesses have typically had little to do with big data. Without it, smaller players have historically relied more heavily on something their larger counterparts could only dream of — a personal relationship with their customers.

B-to-B Content Marketing: 2014 Benchmarks, Budgets, and Trends for North America

This year’s B-to-B content report compares findings with years past, looking at differences between marketers who rate themselves as most and least effective.

Brand as Publisher

Helen Loh, vice president of content and digital strategy at Charles Schwab, and Tami Dorsey, editorial director of Charles Schwab, shared key learnings on building brand affinity through a content marketing program built across owned, paid, and social channels.

Brand as Publisher

In this presentation, Helen Loh, vice president of content and digital strategy at Charles Schwab, and Tami Dorsey, editorial director of Charles Schwab, shared key learnings on building brand affinity through a content marketing program built across owned, paid, and social channels.

How Adobe Helps Marketers and Its Own Brand with CMO.com

Dan Berthiaume, principal of CMO Communications at Adobe, shared how Adobe is using CMO.com to strengthen its brand, and best practices for getting the most out of content marketing.

How Adobe Helps Marketers and Its Own Brand with CMO.com

In this presentation, Dan Berthiaume, principal of CMO Communications at Adobe, shared how Adobe is using CMO.com to strengthen its brand, and best practices for getting the most out of content marketing.

The Content Marketing Imperative: Beyond the Buzz and Into Reality

Robert Rose, chief strategist at the Content Marketing Institute, offered examples of how brands have used content to drive marketing results across search advertising, PR, and B-to-B customer education.

The Content Marketing Imperative: Beyond the Buzz and Into Reality

In this presentation, Robert Rose, chief strategist at the Content Marketing Institute, offered examples of how brands have used content to drive marketing results across search advertising, PR, and B-to-B customer education.

Business Technology: A Sponsorship Category Update

This IEG special report — examining sponsorship activity, spending, trends and activation elements — reveals why and how companies such as IBM, HP, Cisco and SAP are formulating entirely new sponsorship strategies.

Branded Content Marketing: Help Wanted

According to the Content Marketing Institute's 2014 trends report, 93 percent of B2B marketers say they use content marketing, but less than half think their efforts are effective. One of the greatest challenges companies face is producing steady streams of engaging content.

Siemens Shines Spotlight on Customer Stories

Bill Stabile, senior director of brand and marketing communications at Siemens Corporation, Christina Bauer, senior marketing manager at Siemens Corporation, and Amanda Naiman, marketing communications manager at Siemens Corporation, shared how Siemens has made sharing authentic customer stories a focus of its branding efforts in the U.S.

Sirona Dental Product Launch and Lead Generation Campaign

To launch a new dental product, Sirona Dental and its agency Eric Mower & Associates crafted an award-winning integrated marketing campaign that included print, email, online rich media, video, social media, promotions, and an interactive software simulator.

Sirona Dental Product Launch And Lead Generation Campaign

In this presentation, Sirona Dental and its agency Eric Mower & Associates crafted an award-winning integrated marketing campaign that included print, email, online rich media, video, social media, promotions, and an interactive software simulator.

How Health Insurers Can Truly Partner with Consumers

The healthcare landscape has rapidly changed with the implementation of the Affordable Care Act. This shift is full of challenges, but they can be addressed by focusing on consumer outreach and building a brand that consumers look at in a new way.

The Evolution of Marketing Automation

Marketing automation (MA) is a broad term, used frequently to describe software platforms built for marketing departments to automate repetitive tasks such as sending email communications. MA has evolved since its basic beginnings into robust solutions, geared towards every type and size of business.

2013 State of Inbound Marketing

This report is a comprehensive review of the inbound industry, with data analysis from over 3,300 participants from 128 different countries, including CEOs, agencies, and marketers.

Organizing for Content

This report from Altimeter explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.

Real-Time Marketing: The Agility to Leverage "Now"

This report, based on interviews with 18 executive industry practitioners, explains the benefits of real-time marketing, outlines the business cases to which it can be applied, and identifies the best practices and steps necessary to move an enterprise toward RTM readiness.

From Promotion to Emotion: Connecting B-to-B Customers to Brands

Google and CEB’s Marketing Leadership Council surveyed 3,000 purchasers of 36 B-to-B brands across multiple industries to uncover the reality beyond the basic assumptions that drive B-to-B marketing. This white paper includes case studies from John Deere, Cisco, Grainger, and Xerox.

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