Online Ad Targeting: Who’s Most Likely to Act?

26 05 2011

Business professionals working in the legal, retail, and software industries are most likely to take action—such as download a whitepaper, start a free trial, or make a purchase—after clicking on an ad, according to a study by Bizo. Those working in certain job functions, such as operations, legal, and sales, are also more likely to act on display ads.

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Metrics, Analytics, and Mobility Named as Areas of Competitive Advantage for B2B Sellers

26 05 2011

Sales Dot Two Inc. today announced that metrics, analytics, and mobility represent competitive advantage opportunities for today’s B2B sales organizations. Speakers from Oracle (NYSE: ORCL), SAP (NYSE: SAP), and Xactly Corporation will address these issues in Boston at the June 20, 2011, Sales 2.0 Conference.

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Customer Relationships Remain a Key Success Metric for B2B Sales Leaders

13 05 2011

According to “Four Leadership Trends in B2B Sales & Marketing,” a recent white paper based on insights and statistics from the most recent Sales 2.0 Conference (March 7–8 in San Francisco), up to 70 percent of a customer’s buying decision “is now made based on information he or she finds online, well before a salesperson has a chance to get involved.”

The white paper reports that the rise in purchasing power among digital customers in the B2B space is being compounded by the growing influence of peer-to-peer conversations on social media about B2B brands and products.

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Cutting Through the Remarketing Clutter With RTB

27 04 2011

Have you ever gone to a marketing company’s website and you still can’t figure out what that business does? After five minutes on the site, you leave wondering, what do they actually do?

Since the display landscape has changed dramatically in the past few years, this happens more than ever in the display ecosystem, and the plethora of solutions out there for accessing real-time bidding (RTB) inventory can be confusing.

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Why Elevating Your Metrics’ Sophistication Matters

26 04 2011

To evolve marketing from a cost center into a revenue generator, marketers know they must measure the impact their campaigns have on revenue. Traditional measurements may become inferior and unable to scale to meet the needs of today’s B2B marketing professional.

To obtain optimal results, marketers need a powerful and efficient marketing analytics solution.

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In Analytics, the Price of Light Is Less Than the Cost of Darkness

26 04 2011

A while back I heard that sophisticated marketing companies such as the world’s leading brands spent about 10 percent of their marketing budget on research and measurement. Irrespective whether the number is accurate or not, it’s a good benchmark I think – 10 percent feels about right. These leading companies have been marketing brands for over 100 years and during that time they have come to understand the importance and relevance to their business in understanding the effectiveness of their activities.

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B2B Marketers Need To Budget More Than Dollars And Cents

5 04 2011

We’ve long said that marketing is an investment, rather than a cost centre, and that’s absolutely the case. A business that views marketing merely as an expenditure rather than a tool to increase market share and revenue is doomed to failure. Marketing requires investment of money, time and resources to be successful. To borrow a line from a Canadian bank’s advertising campaign, “you’re richer than you think” when it comes to having “budget” for marketing. And here’s why.

The financial investment in your marketing is just one part of the puzzle; the resources  you can devote to marketing may not represent a huge bump in your costs but may, ultimately, have substantial impact on your bottom line. Below, I’ll examine some of the trends shown in published reports about how B2B companies are spending their money, and how they’re investing their time and energy in the hopes of boosting revenues.

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