B2B marketers have long struggled to demonstrate results along the complex path from a campaign investment, to a sales lead, to a closed revenue deal. Digital campaign channels make things…
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How to reach your customers at work or at home
Have you ever wished you knew more about the consumer side of your business customers? I have just learned about a new service from the San Antonio-based database marketing company…
Read MoreMake the most of your social media fans
Most brands and companies today have some sort of social media presence. Even in industrial and technical sectors, Twitter and Facebook have proved themselves to be lively venues for engagement,…
Read MoreNew York’s happiest B2B database marketer
Speaking at a BMA conference in New York recently, I posed a question to the audience: “Are any of you happy with your marketing data?” To my surprise, two hands…
Read MoreNew directions for B2B data-driven marketing
For us B2B marketers, the world is changing about as fast as we can stand. My head spins at the speed with which new tools, applications, and approaches arrive on…
Read MoreWhat can your B2B data do for you?
Data is all the rage in marketing today. Everyone is talking about it. “A carefully considered data strategy must be a CMO’s top priority,” says AdAge. Data has been called…
Read MoreThree barriers to B2B data-driven marketing
Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s essential,” they’ll say. “Data drives everything we do.” That’s a good thing, since…
Read MoreCase study in data-driven B2B customer acquisition marketing
My new book, B2B Data-Driven Marketing: Sources, Uses, Results, is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of…
Read MoreWhere is B2B data-driven marketing headed?
Data drives B2B marketing today, and it’s a fast-evolving arena. New tools, new technologies, and most importantly, new buying behavior among businesses—these changes are accelerating the pace and driving new…
Read MoreTroubleshooting your B2B marketing data problems
Business-to-business data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into thorny issues every day. Problems range from duplicates, to key-entry…
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