Engage and Nurture Specifiers

Reach This Influential Audience Via Education and Good Writing

One of the nuances of working in the business-to-business marketing and communications world is the need to engage with specifiers such as engineers, architects and interior designers. Although channels for reaching specifiers have changed significantly, one thing hasn’t changed – as a group, specifiers have two seemingly contradictory traits in common: They are lifelong learners […]

Unexpected Uses for Marketing Automation

It's Not Just for B2B Lead Generation Anymore

Marketing automation technology is quickly becoming ubiquitous among B2B companies working to coax the most from their lead generation efforts. And it’s not hard to see why. Marketing automation is a proven method of capturing more and better leads, nurturing them with personalized and customized content, helping sales teams close more deals faster and establishing […]

Avoiding Common Google Analytics Oversights

Customizing Your Website Data Tracking

According to Wikipedia, web analytics is the measurement, collection, analysis and reporting of web data for the purposes of understanding and optimizing web usage. Data collected by W3Techs shows that Google Analytics is used on more than 51 percent of all websites. Many sites are using it. But marketers assume that the data they need […]

Keeping up With Content

How Intelligent Content can Fuel Content Creation

Effective content marketing requires content. Lots of content. Content in any imaginable form for every available channel. It can be impossible for marketers to keep up with the constant need for content. But, what if you could create content that practically writes itself? What if you could create INTELLIGENT content?  What? Isn’t all content inherently intelligent? The […]

Considering Marketing Automation for Your B2B Company?

5 Important Steps before Taking the Plunge

A growing number of our business-to-business clients are using or becoming interested in marketing automation. They certainly are not alone. Today, 53 percent of Fortune 500 B2B companies have adopted some form of marketing automation technology—a 112 percent increase from 2013. What business wouldn’t like the concept of automating repetitive tasks, nurturing prospects with personalized […]

Formula for Content Marketing Success

Develop a Strategy + Tell People + Write it Down = Strong Foundation for Success

As I continue to reflect on last month’s experience at Content Marketing World, planning for 2015 couldn’t come at a more perfect time. As I work with clients to put the finishing touches on 2015 plans, lessons learned at this year’s conference remain top of mind – most notably the importance of a quality, integrated […]