Marketing budgets are up this year, according to Winterberry Group, but the email channel may not see the benefit. It will depend on the tenacity and integration of email marketing into both customer acquisition and retention innovations.
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Archive for the ‘Planning and Measurement’ Category
Tuesday, April 27, 2010
Understanding How and Why B2B ‘Buyers Are Liars’ … and What This Means for Demand Generation
Anyone responsible for B2B demand-generation programs—whether on the marketing or sales side—knows that self-reported data from prospects must be taken with a grain of salt. Whether it is titles or contact information, or the often ‘loaded’ questions about timeframes for purchasing, buyers…
Friday, January 22, 2010
Tactic Lust
We’ve all experienced it. Perhaps you’ve even felt it yourself.
You learn of a new marketing tactic – and you just gotta have it… you gotta do it. Your factory needs to be on Facebook. Your team needs to tweet.
Alas, sometimes love can be blinding. While your passion may be genuine, there ar…
Thursday, January 21, 2010
Re-casting How We Think About B2B Marketing Automation
I was analyzing results from our recent B2B Marketing University series, which Silverpop launched this past Fall, and the data seem to point to an eye-popping, potential ‘banner year’ for marketing automation in 2010. Without getting into all of the math, responses from 290 of the nearly 600 B2B…
