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B-to-B Marketing

For years, Business-to-Business marketing was largely viewed as a support function for the company’s salesforce. Recently, however, an increasing number of B-to-B organizations are realizing the importance of branding, cross-channel messaging, and leveraging customer insights to resonate with business decision-makers on an emotional level. The ANA and BMA shared insights, trends, and best practices from some of the world’s leading B-to-B brands.

Want to Get Frequency Right? Find out which Account You're Emailing

Marketers can gain a real advantage by knowing whether subscribers are reading commercial mail in their primary accounts.

Putting It All Together

Not one for impulse purchases, the self-empowered consumer can be a difficult sell. Connecting to the DIY crowd requires the right set of tools and a long-term marketing approach.

Marketing Automation: How to Make the Right Buying Decision

An overview of a survey conducted across marketing automation users and vendors.

A Manufacturer’s Step-by-Step Guide for Improving the Customer Experience

Steps manufacturers can take to improve experiences and increase customer loyalty.

Kimberly-Clark: Bringing the Human Back into Marketing

In this session, Mayur Gupta, Global Head of Marketing and Innovation – Kimberly-Clark, shared how to frame your marketing technology leadership around the consumer, measuring the business impact and ROI as well as balancing the different kinds of human needs within your organization and in the market, across different segments and different geographical regions of the world.

IKEA Innovates Consumer Engagement in the Modern Retail World

IKEA explained its three key strategies for creating value with its showroom.

Reviving the Creative in Social

Vanguard explained how it keeps the creativity in its social media strategy even though it has established practices.

B-to-B Customer Loyalty: The Proven Path to Monetizing Customer Experience

The Incentive Group and HCL shared best practices for B-to-B customer loyalty programs and explained their importance to driving business growth.

Big Data, Little Data, and Marketing at the Intersection

VMWare discussed the importance of leveraging every piece of first-party customer data available to optimize the brand experience.

B-to-B Customer Loyalty: The Proven Path to Monetizing Customer Experience

In this video, the Incentive Group and HCL shared best practices for B-to-B customer loyalty programs and explained their importance to driving business growth.

B-to-B Customer Loyalty: The Proven Path to Monetizing Customer Experience

In this video, the Incentive Group and HCL shared best practices for B-to-B customer loyalty programs and explained their importance to driving business growth.

From Price to Advice: Generating Sustainable Advantage in B-to-B Markets

Gallup Consulting shared how through customer engagement and client business impact, B-to-B brands can differentiate on a more meaningful level than through pricing.

Marketing for Profit, Not Just Sales

Tom Nagle, Ph.D., senior advisor at Monitor Deloitte, discussed how profitability increases market share, and not the other way around.

Institute of Food Technologists Expo 2014

Ingredion drove the highest engagement rates the brand has ever experienced at the Institute of Food Technologist Expo in 2014 on a shoestring budget.

Level 3 Customer Experience Onboarding Site

Level 3 Communications developed a microsite to assist first-time customers and drive brand engagement.

It’s About Time

Gradually, more retailers are experimenting with same-day delivery.

Five Tactics to Enhance Customer Interactions on Social Media

Reebok explained how to use social media to positively engage customers and strengthen brand relationships.

Five Tactics to Enhance Customer Interactions on Social Media

In this webinar, Reebok explained how to use social media to positively engage customers and strengthen brand relationships.

New Models for B-to-B Engagement

Andrew Gaffney of the Demand Gen Report discusses new methods B-to-B marketers should consider to engage their customers in today’s interactive digital marketplace.

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