Business-to-Business
How to Use Social Media When You Don’t Know “Exactly” Who the Consumer Is
Eileen Loustau, director, digital and social media marketing, U.S. iShares, BlackRock, discussed how iShares is using blogs to participate in social media, despite being in a highly-regulated industry.
Client Programs that Drive Loyalty and Profitable Growth
Referencing his bestselling book, The B2B Executive Playbook, Sean Geehan described key principles that can be used to create strategic relationships that yield powerful business results.
Client Programs that Drive Loyalty and Profitable Growth
Referencing his bestselling book, The B2B Executive Playbook, Sean Geehan described key principles that can be used to create strategic relationships that yield powerful business results.
Good Products Don't Sell Themselves: How B-to-B Marketers Can Increase Digital ROI
German Sacristan, return on marketing investment developer, manager, America's region, Eastman Kodak Company, discussed how to craft a successful multimedia campaign through personalization and offered 12 ingredients for effective b-to-b marketing.
Motorola Solutions: Taking the Four P’s to B-to-B
Shamik Mukherjee, senior director, product and solutions marketing, Motorola Solutions, Inc., discussed how Motorola Solutions is shifting away from the long recognized four P’s approach to organize its elements of marketing.
Motorola Solutions: Taking the Four P’s to B-to-B
Shamik Mukherjee, senior director, product and solutions marketing, Motorola Solutions, Inc., discussed how Motorola Solutions is shifting away from the long recognized four P’s approach to organize its elements of marketing.
USG Corporation Case Study: The Weight Has Been Lifted
Tanya Earley, director, channel and field marketing, USG Corporation, and Mark Joseph, senior manager, integrated marketing, USG Corporation, shared a case study on a recent b-to-b campaign, "The Weight Has Been Lifted,” aimed at introducing and enticing trial of a new lightweight wallboard.
Marketo, Inc.: Marketing and Sales in a Brave New World
Phil Fernandez, president and CEO, Marketo, Inc., discussed how buyers are turning to online resources and social networks for information, which has resulted in the death of the “sales cycle” and the birth of the “revenue cycle.”
Marketo, Inc.: Marketing and Sales in a Brave New World
Phil Fernandez, president and CEO, Marketo, Inc., discussed how buyers are turning to online resources and social networks for information, which has resulted in the death of the “sales cycle” and the birth of the “revenue cycle.”
Xerox: Building Brand Awareness in the Healthcare Industry
Laura Ramos, VP, enterprise industry marketing, Xerox Corporation, discussed the launch of Xerox’s “Freedom to Care” campaign, which used several channels to raise awareness and connect with prospects in the healthcare field.
Xerox: Building Brand Awareness in the Healthcare Industry
Laura Ramos, VP, enterprise industry marketing, Xerox Corporation, discussed the launch of Xerox’s “Freedom to Care” campaign, which used several channels to raise awareness and connect with prospects in the healthcare field.
Mobile Marketing: The New First Screen
With 95% mobile penetration in the U.S., it’s time for marketers to start thinking of mobile as the first screen. This ANA Insight Brief profiles eight types of mobile users and discusses the latest trends in mobile technology, marketing, and ad spend. ANA Survey Research and case studies from Coca-Cola, IBM, Macy’s, and UPS are also shared.
Optimizing Landing Pages for Lead Generation and Conversion
This guidebook from HubSpot can help marketers take their landing pages to the next level, resulting in improved lead generation.
How to Use Pinterest for Business
This guide from HubSpot breaks down Pinterest for beginners and also shares examples of what GE, Peapod, and Chobani are doing on the new social network.
Unum: Challenger Brand
Peter Neiman, VP, advertising, Unum, discussed how smaller brands with limited budgets (such as Unum and Colonial Life) can compete against the industry giants (Aflac, MetLife, Prudential, Allstate) with multi-million dollar budgets and more resources.
Unum: Challenger Brand
Peter Neiman, VP, advertising, Unum, discussed how smaller brands with limited budgets (such as Unum and Colonial Life) can compete against the industry giants (Aflac, MetLife, Prudential, Allstate) with multi-million dollar budgets and more resources.
Juniper Networks: The Customer-Led Journey
Peter Finter, VP Americas marketing, Juniper Networks, discussed how Juniper Networks engaged its target consumers around the launch of a new marketing automation technology.
Juniper Networks: The Customer-Led Journey
Peter Finter, VP Americas marketing, Juniper Networks, discussed how Juniper Networks engaged its target consumers around the launch of a new marketing automation technology.
Mobile Opportunities for B-to-B Brands
Jeff Stokvis, director, digital strategy, Mobile@Ogilvy, and Edie Kirkman, mobile product manager, UPS, discussed how mobile can drive engagement, empower the sales force, and support product and service offerings for b-to-b companies.
Mobile Opportunities for B-to-B Brands
Jeff Stokvis, director, digital strategy, Mobile@Ogilvy, and Edie Kirkman, mobile product manager, UPS, discussed how mobile can drive engagement, empower the sales force, and support product and service offerings for b-to-b companies.
