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…

Email Watch: Happy New Year!

|  by Beth Negus Viveiros

Did marketers ring in the new year in your email inbox? A few staggered through mine after the clock struck 12, with varying results. The honor of the first email crossing my inbox in 2012

Don’t Make Email Marketing a Siloed Experience

|  by Beth Negus Viveiros

A siloed approach to email marketing and campaign management only leads to customer fatigue and frustration. Organizations that tear down these walls and deliver a relevant, seamless, cross-channel customer experience will be rewarded with share of mind—and wallet.

Voice Of Customer Data Worth Collecting And Analyzing Despite Challenges

|  by Beth Negus Viveiros

Analyzing customer opinions can provide valuable insights. This knowledge, however, is not easily gained. Knowing how to collect this information without biasing it, and aggregating qualitative — non-numeric — data can be daunting. Chris Cottle, executive vice president of marketing and products for Allegiance, offers thoughts on best practices in aggregating and using customer opinions.