Content is Key in B2B Social Strategies

|  by Beth Negus Viveiros

Chief Marketer recently talked with Ron Jacobs, president of Chicago-based direct/digital marketing agency Jacobs & Clevenger, to get his ideas on how B2B marketers can develop a better content marketing strategy.

Beth Negus Viveiros

|  by Beth Negus Viveiros

Beth Negus Viveiros is the managing editor of Chief Marketer. She joined Penton Media in 1995, and is the former executive editor of Direct magazine. She was also editor of 1to1 magazine and an associate editor at DM News. Her beats include email and B2B marketing.

Marketers Must Focus On Outcome, Not Output, Metrics

|  by Beth Negus Viveiros

Not all metrics are good metrics. Merely because a brand is well "liked" on Facebook, or has many followers on Twitter, does not mean it is successfully being marketed. And collecting a fishbowl full of leads at a conference, or sending out a set quota of email blasts, is not the most productive way of…