Business-to-Business
Bizo: Top Seven B-to-B Advertising Traps to Avoid
In this white paper Bizo highlights the top seven advertising traps to avoid as a business-to-business marketer.
Grow Revenue With Big Data: Unite Sales and Marketing With Big Data to Fuel Revenue Growth
This piece from Lattice discusses how organizations are using big data to grow their revenue and increase their sales effectiveness.
Predictions 2013: What’s In Store for Sales, Marketing and Data in the New Year?
In this piece Lattice outlines top predictions for B-to-B sales and marketing teams in 2013 – with big data at center stage.
Big Data For Sales: An Introduction to Achieving Sales Growth
This piece from Lattice outlines the importance and potential of big data, as well as how it can help to solve challenges for organizations and improve sales.
B-to-B Content Marketing: 2013 Benchmarks, Budgets, and Trends for North America
In this piece the Content Marketing Institute and MarketingProfs examine the growing use of content marketing by business-to-business marketers in North America.
HP Leverages Social Media to Reach Business-to-Business Customers
Alex Flagg, director, customer market and intelligence at HP, and Rebecca Hill, director, social media at Doremus, discussed the importance of developing a social media influencer strategy as a business-to-business marketing tool.
HP Leverages Social Media to Reach Business-to-Business Customers
Alex Flagg, director, customer market and intelligence at HP, and Rebecca Hill, director, social media at Doremus, discussed the importance of developing a social media influencer strategy as a business-to-business marketing tool.
A Field Guide to the Four Types of Content Marketing Metrics
In this guide the Content Marketing Institute and Convince & Convert examine the four key types of content marketing metrics in an effort to help marketers better achieve their business goals.
How Lincoln Financial Put America in Charge
Jamie DePeau, senior vice president and chief marketing officer at Lincoln Financial, and Keith Turco, president of gyro NY, discussed the concept and implementation of the company’s “Chief Life Officer” integrated campaign, with its rallying cry, “You’re In Charge.” Also explained was how the concept was variously translated into national and business print advertising, posters in public spaces, online advertising (including social networking), and television commercials targeted to a range of demographic segments.
How Lincoln Financial Put America in Charge
Jamie DePeau, senior vice president and chief marketing officer at Lincoln Financial, and Keith Turco, president of gyro NY, discussed the concept and implementation of the company’s “Chief Life Officer” integrated campaign, with its rallying cry, “You’re In Charge.” Also explained was how the concept was variously translated into national and business print advertising, posters in public spaces, online advertising (including social networking), and television commercials targeted to a range of demographic segments.
The New Marketing Roles in B-to-B Marketing
Marilyn Reap, research director at SiriusDecisions, shared survey research on how CMOs perceive new and changing B-to-B marketing roles and what this means for marketers.
The New Marketing Roles in B-to-B Marketing
Marilyn Reap, research director at SiriusDecisions, shared survey research on how CMOs perceive new and changing B-to-B marketing roles and what this means for marketers.
DPAA: Business-to-Business Case Studies
DPAA provides case study highlights from four digital place-based campaigns executed in collaboration with Captivate Network for business-to-business companies.
The Recipe for a Successful Online Community: How Hobart Baked One of Their Own from Scratch
Jenni Bair, LEED AP BD+C, brand marketing manager, Hobart, discussed the brand’s "Get Back to Scratch" campaign, which capitalized on the growing demand for food made the old-fashioned way and positioned Hobart as the go-to source for the equipment required to make these tasty dishes.
The Recipe for a Successful Online Community: How Hobart Baked One of Their Own from Scratch
Jenni Bair, LEED AP BD+C, brand marketing manager, Hobart, discussed the brand’s "Get Back to Scratch" campaign, which capitalized on the growing demand for food made the old-fashioned way and positioned Hobart as the go-to source for the equipment required to make these tasty dishes.
The Recipe for a Successful Online Community: How Hobart Baked One of Their Own from Scratch
Jenni Bair, LEED AP BD+C, brand marketing manager, Hobart, discussed the brand’s "Get Back to Scratch" campaign, which capitalized on the growing demand for food made the old-fashioned way and positioned Hobart as the go-to source for the equipment required to make these tasty dishes.
CSC Creates an Engaging Digital Marketing Ecosystem
Michael Mclaren, president/east, MRM, and David Parsons, vice president global alliances & chief marketing officer global sales & marketing, CSC, discussed how CSC overhauled its marketing organization and adapted its marketing ecosystem for the 21st century.
Dell’s Approach to Branding for B-to-B Marketers
Mary Ellen Dugan, executive director global brand and advertising, Dell, discussed Dell’s journey to reinvigorate its brand, which started with 9,000 customer interviews and culminated in a holistic, purpose-driven brand rolled out across the organization and around the globe.
Dell’s Approach to Branding for B-to-B Marketers
Mary Ellen Dugan, executive director global brand and advertising, Dell, discussed Dell’s journey to reinvigorate its brand, which started with 9,000 customer interviews and culminated in a holistic, purpose-driven brand rolled out across the organization and around the globe.
Sales and Marketing at Dell: Partnering for Growth
Carla Pineyro, executive director, Latin America marketing, Dell, discussed how marketing and sales aligned to create a proactive demand generation machine.
