David Moth says, “Case studies are always hugely popular on the Econsultancy blog because they act as a valuable source of inspiration for marketers. In this post I’ll roundup six interesting mobile case studies, some of which perhaps lean more towards being about multichannel marketing. These have mostly been borrowed from the Econsultancy Case Studies Database, which is packed full of useful examples from a range of brand and industries. Mobile search marketing US firm Legal Brand Marketing managed to increase click-through rates by 89%, while halving its cost per lead, after switching... [...]

Eric Holman says, “As a B2B marketer, you’re responsible for driving leads that ultimately convert to revenue. But what happens when you overlook a valuable source of leads… such as inbound phone calls? Nearly two-thirds (66%) of businesses rate phone calls “good” or “excellent” as a source of leads—more than any other inbound lead source, according to BIA/Kelsey. Remarkably, though, most B2B companies don’t have a strategy to drive inbound calls. In fact, 60% of marketers don’t know which campaigns drive inbound calls”. Listen Up,... [...]

Andy McCartney says, “If designed and executed correctly, this agile approach to target market engagement could easily be regarded as the Holy Grail of digital marketing.   Bypass indirect prospecting and establish direct and compelling conversation with B2B prospects and customers via the creation of a Digital Industry Network (D.I.N.). A D.I.N. is a peer group of professionals engaged around a compelling topic of interest. This network is created from scratch, comprises a conversation zone (e.g. LinkedIn Group) and other communication feeds, and is designed to build mindshare and stimulate... [...]

Ayaz Nanji says, “Company websites remain the top digital channel for B2B marketers, with 81% rating their sites as effective in helping accomplish key marketing goals, according to a recent report from Regalix. Email ranks second, with 71% of B2B marketers saying it was effective in helping to achieve marketing goals in 2014. Search engine optimization is the only other digital channel rated as effective by more than half (54%) of the B2B marketers surveyed”. Top B2B Marketing Channels and Tactics MarketingProfs  [...]

eMarketer team says, “B2B decision-makers are everywhere—yet they are tough to find and difficult to target. eMarketer reviewed hundreds of B2B marketing studies and sifted through thousands of data points. In the end, we isolated 14 key insights that will help marketers reach virtually any B2B buyer. Can you afford not to know these tips? Register for a free eMarketer webinar that will help you identify and target B2B buyers. The webinar will address these key questions: What is the first step that virtually all B2B buyers take when considering a purchase? How do they use mobile devices... [...]

eMarketer team says, “B2B decision-makers are everywhere—yet they are tough to find and difficult to target. eMarketer reviewed hundreds of B2B marketing studies and sifted through thousands of data points. In the end, we isolated 14 key insights that will help marketers reach virtually any B2B buyer. Can you afford not to know these tips? Register for a free eMarketer webinar that will help you identify and target B2B buyers. The webinar will address these key questions: What is the first step that virtually all B2B buyers take when considering a purchase? How do they use mobile devices... [...]

Peter O’Neill says, “Now it is high time that I remind you of our upcoming Sales Enablement Forum on March 2 and 3 in Scottsdale, Arizona,where the overall theme this year is about the different approaches required to optimize your sales channels. Our research shows that more transactional buyers now prefer more automation and self-service (eBusiness); whereas executives who are involved in buying prefer (no, insist on) having conversations and engagement that match their problem-solving needs. So we have designed an agenda that covers direct selling, selling through channel partners,... [...]

Eric Wittlake says, “It is that time of year again. The time when predictions of the obvious abound and resolutions are quickly broken. I’ll spare you my New Year’s resolutions (well, most of them at least, read on). Instead, here are my five B2B marketing predictions for 2015. 1. Predictive Marketing Goes Mainstream Predictive marketing is already a hot space, but it hasn’t hit its mainstream stride yet as a solution for B2B marketers to segment and prioritize leads for marketing and sales. In 2015, that will change. Predictive marketing solutions like Lattice Engines, Mintigo or 6sense... [...]

Ashtyn Douglas says, “For some professionals, this year came and went with monotonous familiarity to years past. Same clients, same routine meetings and same stale office coffee. But if you’re a B2B marketer, the previous 365 days were anything but repetitious. The nature of our industry is to disrupt the conventional way of doing things, so it’s no surprise 2014 outdid 2013 with new technology, new ideas and new performance standards. Along with the launch of our new site, we’ve documented and shared each new evolving trend with you. To ring in the New Year, we’ve decided to share the... [...]

David Kirkpatrick says, “As 2014 draws to a close, we want to offer 10 case studies that serve as examples of some of the trending strategies and tactics in B2B marketing and the complex sale. This year three areas stood out — taking a customer-centric approach to marketing, the importance of having a sound content strategy and retargeting as tactic to remain relevant and create brand awareness”. B2B Marketing: A recap of content and customer-centric marketing in 2014 MarketingSherpa  [...]