Live from MarTech: What every CMO should do to go digital

What’s the number one worry on the minds of CMOs in the digital age? Fear of losing ground, of falling behind in digital savviness, of becoming irrelevant. No marketing executive ever wants to hear anyone say, “Sorry, but what you’re offering just isn’t relevant anymore.” Social and mobile are the air we breathe these days. Brand […]

Live from Advocamp: What we learned about advocacy marketing

Marketing is a big beast but advocacy marketing is a creature often neglected since it doesn’t get the spotlight as often as, say, content marketing. That changed in San Francisco on March 25, when B2BNN attended Advocamp, the first advocacy marketing event of its kind. In the elegant Hotel Nikko near Union Square, marketing specialists gathered to […]

Marketing Pro-Tip: How you can retarget with success

Retargeting with Google can be a powerful marketing tool. A new study from Marin Software looked at the challenges marketers face in Google Remarketing Lists for Search Ads, and came up with some actionable advice. The study gathered 223 enterprise marketers and inquired about their retargeting practices and techniques. To be clear, marketing retargeting is when you […]

New study reveals that many B2B databases are painfully inaccurate

Many B2B marketers understand how essential data can be to their profession, but a new study has revealed that B2B databases contain a high amount of inaccurate or incomplete information. B2B marketing databases contain vital client information necessary to create effective campaigns such as phone numbers, addresses, titles, emails, and revenue. This year’s report found that […]

Hashtag Team: B2B marketing challenges, podcasts on career pivots, the key to innovation

What’s trending this week in the B2B Twittersphere? As we do every week, the Hashtag Team column scours Twitter to list what B2B insiders are discussing in marketing, advertising, Big Data, ecommerce and more! This week we feature articles on marketing channels and challenges, a look at what’s helping–and hurting–innovation in the B2B space, and a […]

How Microsoft abandoning the Internet Explorer brand could create mass confusion

Microsoft’s marketing chief confirmed at the company’s Convergence conference yesterday that the Internet Explorer web browser brand will be killed off with Windows 10 and replaced with the company’s new “Project Spartan.” Although not many expected the Internet Explorer name to be retained for Windows 10, its death has now been confirmed. The old web […]

What no one is telling you (until now) about marketing attribution technology

A famous 20th century marketing pioneer, John Wanamaker, once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” No business maxim uttered before or since has better captured the value proposition of marketing and its counterintuitive conclusion. At first glance, things have not changed much since […]

Why brands might be using social media photos for their next ad

That photo you posted on Instagram may be used in a company’s Facebook advertisement…with your permission of course. Since the dawning of social media, major brands have taken advantage of the various user-generated content, and have incorporated photos and videos into their marketing campaigns. Now, due to a new algorithm, brands can find and use the best social media […]

Why increasing your digital ad spend is safer than media buys

Marketing is about one acronym: ROI. Nothing hurts more than wasted marketing dollars, and it’s hard to prove something you can’t track. That’s why digital marketing, when done properly, is a safer bet than traditional mass media. It’s hard to understand the effects of your marketing with inaccurate information. Digital marketing provides the most accurate […]