Chief Marketer Staff, Author at Chief Marketer

Chief Marketer Listline November 14

Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · Data …

Agencies

Content Curation Helps Connance Focus Online Messaging

Hospital business office systems provider Connance is using content curation to gather online content to generate leads and hone its messaging. The sales cycle can be slow when dealing with a function of a healthcare institution that is not on the clinical side, so being a trusted source of information for prospects is crucial.

B2B Customers Delay Contacting Vendors Until Later in Sales Cycle

Today, business-to-business customers are putting off making contact with potential suppliers until later in their thought process. For B2B vendors, this means neither sales nor marketing may be influencing the decision making. This, says Patrick Spenner, managing director of the Corporate Executive Board

Agencies

Five Things B2B Marketers Need to do Before Going Social

Here’s a reality check for business-to-business firms engaging in social media: Content isn’t king, at least as far as tweets and posts to other forums are concerned. Greg Ott of Demandbase offers five prerequisites B-to-B marketers must have in place to maximize the return of their social media endeavors.

Calculating Accurate ROI for Marketing Success

Return on investment. These three little words have never packed such a big, powerful punch as they do in today’s marketing environment. How much of a punch? IBM’s recent chief marketing officer study found almost two-thirds of CMOs think ROI will be the primary measure of their marketing effectiveness by 2015.

With ROI in the driver’s seat as the definitive measure of success in marketing, the pressure is on marketing leaders to make sure it’s measured accurately. What are the best ways of doing so? While ROI calculations can be as unique and diverse as the companies that use them, generally speaking there are a couple of options: basic and advanced.

Agencies

Direct Mail Campaign Promotes Home Value Insurance

Home price insurance firm Home Value dropped a one million piece mailing in late October, targeting homeowners in areas where home values have declined at least 15% in recent years.

Agencies

Promoting Healthy Products and Lasting Loyalty: 4 Case Studies

This fall brought positive news for brands within the health and wellness category. Food and beverage companies with a higher percentage of sales from “Better-For-You” products have healthier businesses. Let’s take a look at how four big brands—Dole, Silk, Smart Balance, Whole Foods—have staged promotions to hook consumers on healthy habits then provide long-term support to maintain loyalty.

Agencies