B2B Marketing: How-to articles covering the latest marketing tactics, tips, and strategies.

• #SocialSkim: Social Media This Week, Including a Content Marketing Children's StoryAngela Natividad
  Learn why Facebook's blue and how eBay plans to data-woo advertisers. Get the scoop on paid YouTube subscriptions, a better way to manage B2B expenses, and Yahoo's winning content deal. ...
  Advertising, B2B Marketing, B2C, Customer Engagement, Customer Relationships, Digital Marketing, Digital Theory, Facebook, Marketing Strategy, Pinterest
• Turbocharge Your Content Marketing MachineAlastair Kane
  Content marketing is not rocket science, but it can appear so in the absence of a clear-cut strategy—and planning, without which your content marketing machine will be firing on three ...
  B2B Marketing, Content, Content Marketing, Customer Acquisition, Customer Insight, Inbound Marketing, Marketing Strategy, Personas, Web Content, Writing
• #SocialSkim: Social Media This Week, Including a PowerPoint AlternativeAngela Natividad
  Find yourself some Yelp killers, LinkedIn stats, a delicious social alternative to PowerPoint, Twitter #ComedyFest, scratch-and-sniff banner ads, and GIFs... for TV! Skim to get caught up on the week's ...
  Advertising, B2B Marketing, B2C, Demographics, Digital Theory, Humor, LinkedIn, PowerPoint, Social Business, Social Media
• Four Tips for Building Fail-Proof Buyer PersonasJustin Gray
  Whether you think it, believe it, or discard it... the truth is that buyer personas are the start of every successful campaign. Every marketer knows that understanding your buyer is ...
  B2B Marketing, Customer Acquisition, Customer Behavior, Customer Insight, Demographics, Lead Generation, Personas, Positioning, Sales, Value Propositions
• The Importance and ROI of Events: Marketers Still Face ChallengesVahe Habeshian
  Even as events remain a vital part of the marketing mix, and a key channel for direct one-to-one customer engagement, marketing executives—lacking visibility into the conversion pipeline—don't have sufficiently effective ...
  B2B Marketing, Customer Acquisition, Lead Generation, Measurement, Metrics, Research Summaries, ROI, Sales, Trade Shows/Events
• B2B Event-Driven Marketing: Triggers Your Analytics Shouldn't MissVince Stuntebeck, Trevor Jones
  The retail industry has recognized that critical events in customers' lives can shift loyalties, or serve as opportunities to retain or upsell via event-driven marketing. That approach can also work ...
  B2B Marketing, Business Intelligence, CRM, Customer Acquisition, Customer Behavior, Customer Insight, Customer Relationships, Customer Retention, Marketing Strategy, Measurement
• #SocialSkim: Boston Marathon, LinkedIn Ads, Twitter Music, Facebook Open Graph MobileAngela Natividad
  The Boston Marathon topped headlines this week. See how social helped salve wounds, correct errors, and reconnect people. Also, the latest on LinkedIn ads, Twitter's just-launched #music, and Facebook's Open ...
  Advertising, B2B Marketing, B2C, E-Commerce, Facebook, Google+, LinkedIn, Marketing Strategy, Retail Marketing, Small Business
• B2Bs Struggling With Online Marketing Mix; Sales Cycle Gets LongerVahe Habeshian
  US B2B marketers are struggling to optimize their online marketing mix, with many unable to segment and target the right decision-makers or measure program success across the entire marketing funnel, ...
  B2B Marketing, Brand Positioning, Branding, Channel Marketing, Lead Generation, Marketing Challenges, Marketing Strategy, Measurement, Positioning, Research Summaries
• Connect Customer Experience, Convenience, and Differentiation to Business ResultsLaura Patterson
  Understanding how the customer behavior you can monitor influences the buying process... is key. Here are three areas to monitor and how to tie them to more outcome-based metrics.
  B2B Marketing, Business Intelligence, Customer Acquisition, Customer Behavior, Customer Insight, Data, Measurement, Metrics, ROI, Sales
• Mobile Minute [Video]: Facebook Home, iOS delays, Windows 8's last chanceSteve Arshad
  From releases to rumors, a lot's happening in mobile this week: Facebook's Home (something close to an OS), Apple's daunting iOS challenge, and a reminder that Windows mobile exists.
  Advertising, B2B Marketing, Consumer Electronics, Facebook, Mobile Marketing, Smart Phones, Social Media

B2B Marketing: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Content, Customer-Centricity, and the Power of Data: Acxiom's Tim Suther on Marketing Smarts [Podcast]by Matthew Grant
  This week's guest on Marketing Smarts is Tim Suther, chief marketing and strategy officer for Acxiom, a firm that Tim referred to as "the original Big Data company"; FRONTLINE called it "one of the biggest companies you've never heard of."
  Advertising, B2B Marketing, Content, Customer-Centric, Data, Digital Marketing, Marketing Smarts, Segmentation, Technology
• Rethink Your Audience: Author and Digital Strategist Sam Ford on Marketing Smarts [Podcast]by Matthew Grant
  Though living in a new era of participatory media, our notions of what constitutes an audience and what audiences actually do has not changed much since the broadcast era—and that's a problem, argues Sam Ford.
  B2B Marketing, Community, Content Marketing, Corporate Communications, Customer-Centric, Customer Engagement, Digital Theory, Marketing Smarts, Social Media
• Moving From Attribution to Prediction: Jim Lenskold Talks ROI Metrics on Marketing Smarts [Podcast]by Matthew Grant
  Demonstrating value is certainly a fine reason to measure our actions and their results. But discussing marketing measurement with Jim Lenskold during this week's Marketing Smarts podcast got me thinking that we may be thinking about the purpose of measurement ...
  B2B Marketing, Customer Insight, Data, Forecasts, Lead Generation, Marketing Analytics, Marketing Automation, Marketing Smarts, Marketing Strategy, Measurement
• The Tension Between Marketing and Sales Exposed! Silverpop's Ellen Valentine on Marketing Smarts [Podcast]by Matthew Grant
  Ellen Valentine, product evangelist at Silverpop and my guest this week on Marketing Smarts, has an interesting perspective on the perennial tension between Marketing and Sales: Technology is to blame! And it's likely the solution, too...
  B2B Marketing, Content Marketing, Customer Acquisition, Email Marketing, Email Service Providers, Lead Generation, Lead Nurturing, Lead Scoring, Marketing Automation, Marketing Operations
• Achieving True Sales and Marketing Alignment: Constant Contact's Rick Jensen on Marketing Smarts [Podcast]by Matthew Grant
  Rick Jensen heads up both sales and marketing at Constant Contact, which is an interesting predicament to be in, considering the evolving relationship between Marketing and Sales. I thought he might have something interesting to say about the subject. I ...
  B2B Marketing, Chief Marketing Officer, Customer-Centric, Email Marketing, High-Tech Marketing, Management, Marketing Operations, Marketing Smarts, Product Marketing, Sales and Advertising
• How Humor Can Humanize a B2B Brand: Tim Washer on Marketing Smarts [Podcast]by Matthew Grant
  In this episode, we talk with Tim Washer, the man behind the IBM marketing video selected as a "Staff Pick" by Comedy Central, an honor not many B2B marketing pieces can claim. Tim is now social media manager at Cisco, ...
  B2B Marketing, Content, Content Marketing, High-Tech Marketing, Marketing Smarts, Social Media, Videos
• Keys to Creating Effective Buyer Personas: Ardath Albee on Marketing Smarts [Podcast]by Matthew Grant
  Has your organization ever created buyer personas? If so, did you ever use them? Many don't—because they don't create truly useful personas in the first place. Ardath Abee lays out key elements of personas you can really use.
  B2B Marketing, Content Marketing, Customer Behavior, Marketing Smarts, Personas, Scenarios, Writing
• Educate, Entertain, and Inform: Kipp Bodnar Talks Social Media Strategy on Marketing Smarts [Podcast]by Matthew Grant
  HubSpot's Kipp Bodnar discusses why so few B2B companies blog, how to develop a social media strategy, and what roadblocks companies encounter when trying to implement their strategy (if they actually have one!).
  B2B Marketing, Blogging, Blogging Strategy, Content Marketing, Inbound Marketing, Lead Generation, Marketing Smarts, Marketing Strategy, Social Media
• Getting Content Strategy Right: Michael Brenner on Marketing Smarts [Podcast]by Matthew Grant
  The "S" word can be intimidating, but failure to articulate a clear strategy (and goals!) for your content marketing will undermine its effectiveness. Here, Michael Brenner discusses how SAP defines—and implements—its content strategy.
  Advertising, B2B Marketing, Content, Content Marketing, Lead Generation, Marketing Smarts, Sales, Strategy, Web Content
• How Community Management Can Help Your Business Grow: Rachel Happe [Podcast]by Matthew Grant
  There is no question that communities are going to play a bigger and bigger role in the way we all do business. The question is, Is your company ready for it? Rachel Happe of the Community Roundtable offers insights.
  B2B Marketing, Community, community management, Marketing Smarts

B2B Marketing: Online seminar broadcasts from the best minds in marketing

• The New Email MarketerBroadcast on 5/14/2013 with Justin Orgel, Matt Schmitter
  As email continues to reign as one of the most profitable and successful marketing channels, today's email marketers are now expanding, embracing and integrating other channels into their email marketing programs. With email strategies often acting as connectors to website, mobile, social, print, and in-store strategies, email has become the hub in driving cross-channel integration.
  B2B Marketing, Email, Email Lists, Email Marketing
• The State of B2B Marketing DataBroadcast on 2/26/2013 with Maribeth Ross
  Join us for this free online seminar to learn the best practices for demystifying data to maximize results from marketing campaigns. Plus, we'll share results from the new State of Marketing Data 2013 report. Sponsored by NetProspex.
  B2B Marketing, Data, Marketing Operations, Marketing Strategy, Sales
• Not Your Father's B2B: Building Business in Today's New World of MarketingBroadcast on 8/2/2012 with B2B Forum Speakers
  Join us for this free sneak peek for MarketingProfs' B2B Forum 2012 and uncover the latest techniques and coolest concepts that work for real companies like yours. Featuring conference speakers Michael Brenner, Veronica Fielding, Nedra Sadorf, and Roberta Rosenberg.
  B2B Marketing, Content Marketing, Landing Pages, Lead Generation, SEO, Social Media
• MarketingProfs University: How to Effectively Generate and Manage LeadsBroadcast on 7/12/2012 with James W. Obermayer
  This PRO seminar and first class of MarketingProfs University's B2B Lead Roundup course will show you how to set the stage for success by identifying your targets and basic metrics, establishing qualifying buying stages, generating demand, and converting and continually nurturing leads.
  B2B Marketing, Inbound Marketing, Lead Generation, Lead Quality, Lead Scoring, ROI, Sales, Strategy
• Turning Social Referrals into Measurable Business ResultsBroadcast on 3/22/2012 with Nicole Goodyear
  In this seminar, you'll review B2B social referral case studies to discover how they can bring measurable results to your business including higher conversion rates and increased average order and lifetime value. You'll walk away with practical knowledge on how to create and measure social referral programs that drive more qualified leads, increase sales, and produce rich social content for your brand.
  B2B Marketing, Brand Ambassadors, Community, Customer Relationships, Inbound Marketing, Lead Generation, Measurement, Referrals, Relationship Marketing, Sales
• MarketingProfs University: Developing an Email Strategy That Keeps People ConnectedBroadcast on 3/15/2012 with Morgan Stewart
  This PRO seminar and first class of MarketingProfs University's Email Marketing Master Course will identify the critical strategic elements for successful email programs, tie those elements to your specific business objectives, and demonstrate how to continually optimize your email program based on customer feedback.
  B2B Marketing, Customer-Centric, Customer Experience, Customer Relationships, Email, Email Campaigns, Email Marketing, Feedback, Marketing Strategy
• How to Build Personas that Persuade Buyers and Increase SalesBroadcast on 2/23/2012 with Adele Revella
  Join us February 23rd for a PRO seminar with B2B marketing expert Adelle Revella, and discover a simple step-by-step process for building buyer personas to help you deliver messages that persuade buyers at each stage in the buying process.
  B2B Marketing, Content, Marketing Strategy, Personas, Sales, Value Propositions
• 10 Ways to Generate Leads Using Social MediaBroadcast on 12/1/2011 with Paul Gillin
  Learn 10 tactics you can put to work to leverage search and social tools to generate more leads and deliver results during this PRO seminar.
  B2B Marketing, Content Marketing, Inbound Marketing, Lead Generation, Search Engine Marketing, Social Media
• The Next Generation of Landing Pages: What's New, What's Hot, What's PerformingBroadcast on 11/10/2011 with Scott Brinker
  Take a whirlwind tour of state-of-the-art landing page strategies and tactics, and update your Web marketing repertoire with a new set of best practices that you can put into action.
  Advertising, B2B Marketing, Inbound Marketing, Landing Pages, Lead Generation, Measurement, Metrics, Online Marketing, PPC Campaigns, Social Media
• Creating Fresh B2B Video Content All Year LongBroadcast on 5/26/2011 with Pete Savage
  Whether you're new to video or not, your ability to consistently generate and nurture leads with this medium comes down to one critical area—the ability to quickly and confidently map out and produce video content that prospects actually want to watch. Learn how to to keep turning out enough fresh, quality online video content to last the next 18 months.
  B2B Marketing, Content, Content Marketing, Digital Marketing, Videos

B2B Marketing: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: Pinterest Basics for B2B MarketingReleased on 3/9/2012 with Anne Yastremski
  In just 10 minutes, you'll learn the basics of Pinterest, so you can make an informed decision if it is right for your brand.
  B2B Marketing, Brand Awareness, Content, Content Marketing, Social Media, Take 10

B2B Marketing: Marketing downloads for the busy professional

• B2B Marketing in 2009: Trends in Strategies and Spending
  Get the truth about B2B marketing in a tough economy from people who know the business best—B2B marketers themselves. Our special report, B2B Marketing in 2009, provides the most current research on trends in strategies and spending, and how they affect your business.
  B2B Marketing, Email Marketing, Marketing Budgets, New Media, Recession, Search Engine Marketing, Social Media, Surveys, Web 2.0, Webinars
• B2B Lead Generation: Marketing ROI & Performance Evaluation Study
  MarketingProfs research studies the effectiveness and performance of lead generation comparing quantity to quality.
  B2B Marketing, Collaboration, Lead Generation, Lead Nurturing, Lead Quality, Metrics, ROI, Sales, Surveys
• B-to-B Marketing in 2008: Trends in Strategies and Spending
  MarketingProfs research provides B2B marketers guidance for making budget and media mix allocations by exploring the issues and emerging trends in 2008.
  B2B Marketing, Economic Crisis, Market Research, Marketing Budgets
• Direct Marketing How-To Guide: Your Template for Optimal Media Selection for B2B Marketing
  Find out what's new, what's hot and what's not in B2B marketing trends.
  B2B Marketing, Direct Marketing, Search Engine Marketing, Telemarketing, Trade Shows/Events, Websites
• B2B Direct Marketing How-To Guide
  Direct marketing is one of the fastest changing disciplines within marketing today. What worked 10 years ago, isn't working today. Heck, what worked last week sometimes doesn't even work today, so keep your skills sharp with his How-To guide, focusing on the B2B market.
  B2B Marketing, Copywriting, Direct Marketing, Lead Generation, Targeting