Channel | Data & Analytics

How can you assure that your brand’s emails are among the messages that actually land in customers’ inboxes and not in their spam folders?

"If you don't apply the right processes behind [a marketing automation system], then you've bought a very expensive email system," says Debbie Qaqish, chief revenue marketing officer, Pedowitz Group.

To meet rising customer expectations, brands need to engage consistently across established and emerging communications channels in a meaningful, personalized and interactive way. The reality can sometimes feel like the complete opposite, and that reality is creating pressure on CMOs

Lyris One, a new platform from Lyris, offers marketers the opportunity to integrate, sort, analyze and generate campaigns of a wealth of customer data, both from within and outside the company.

B2B prospects may wait longer and longer today before contacting a salesperson, but that doesn't mean marketers should just sit back until customers come to them.

Having a silo mentality, ignoring the frequency of your communications, and underleveraging media partnerships are just a few of the mistakes made in B2B marketing.

Clever personalization, increased mobility and engaging creative elements were key ingredients in the emails featured in Responsys' 2012 Look Book.

Facebook, Twitter and other social channels may be more glamorous, but smart marketers don't overlook email's role, despite it being a mature channel. Adam Blizter, COO of Pardot, offers five considerations for marketers wanting to successfully use email.

Are B2B companies with the best possible offerings shooting themselves in the foot by hosting poorly designed websites? Chris Hicken, vice president of marketing at UserTesting.com, offers several steps and tests marketers can take to identify rough patches between an onsite query and completion of a transaction, whether requesting more information or making a purchase.

Marketers can boost email conversion rates by coordinating blasts to individual consumers' demonstrated high-engagement times, thanks to a new tool from Epsilon. And the funny part? The inspiration for this (legitimate) system was a trick used by spammers.