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.
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.
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.
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.
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.
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.
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.
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.
This report from Altimeter explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.
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.
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.
Before meeting with sales reps, decision makers conduct online searches to become better-informed, more powerful buyers. Learn exactly which digital channels they’re using, what kind of information they’re looking for, and how to meet these valuable buyers at every point along their journey.
Throughout 2011 and 2012, Google worked with CEB’s Marketing Leadership Council to survey 1,500 business leaders who have recently been involved in major purchases for 22 large B-to-B organizations. The results suggest that a new paradigm in business-to-business marketing has taken hold.
Meredith Cherwony, senior account planner at Google, shared insights from a Google survey analysis that can help B-to-B brands leverage emotional connections to drive purchase intent.
Daniel Infanti, SVP of marketing and advertising at CIT, and Abby Cohn, VP of marketing and advertising at CIT, presented a B-to-B case study on the brand’s innovative “Portmanteau” marketing campaign that clearly differentiated CIT from other commercial banks.
In this presentation, Daniel Infanti, SVP of marketing and advertising at CIT, and Abby Cohn, VP of marketing and advertising at CIT, presented a B-to-B case study on the brand’s innovative “Portmanteau” marketing campaign that clearly differentiated CIT from other commercial banks.
This compilation of PR insights features articles on the power of content, what's hot for 2014, mastering social in B-to-B marketing, and training the next generation.
Katie Lillie, director of marketing shared services at Iron Mountain, demonstrated with before-and-after creative examples how Iron Mountain used storytelling and emotion to market a “boring” product.
In this presentation, Katie Lillie, director of marketing shared services at Iron Mountain, demonstrated with before-and-after creative examples how Iron Mountain used storytelling and emotion to market a “boring” product.
Shan Soult, senior manager, sales strategy and market development at Cisco Data Center Solutions, demonstrated how gamifying internal collaboration allowed the company to collect large amounts of reliable data in a fraction of the usual time.