Email is a mainstay of B2B marketing campaigns.  B to B Magazine recently published Email Marketing:  An Established Channel Evolves, which is a snapshot into how B2B marketers create and deploy email marketing campaigns.  In the B2B segment, the top purposes of email campaigns are as follows: Sales Lead Generation or Customer Acquisition (29 percent) [...]

Digital video is an essential part of of marketing communications strategies and campaigns for B2B sales lead generation across all online marketing, social media and other online channels.  According to The Adobe 2013 video conversion playbook, engagement with the presentation of companies’ products and services can generate up to 90 percent conversion uplift when video [...]

In digital marketing, sometimes the direct approach is the best approach.  Taking a lead from their B2B counterparts, consumer packaged goods (CPG) brands have started to re-introduce clear calls-to-action (CTA) in online ads.  Why?  According to Advertising Age, B2C marketers are finding direct calls to action generate a ROI that is up to three times [...]

The 2013 State of Content Marketing Study, published this week by CopyPress, ranked video second for providing the best return on investment (ROI) for content marketing.  This isn’t such a surprise, since audiovisual content seems to be the perfect way to market in a digital environment.  Video excites viewers.  Plus, from a content marketing standpoint, [...]

Think your digital video is good enough?  You may want to think again.  Today Conviva published the Q1 2013 Viewer Experience Report which linked online video performance to profitability. Based on an analysis of 22.6 billion global video streams during 2012, Conviva found that brands could have generated an additional $2.16 billion in profits if they [...]

Yet again, video and video email tops the prediction lists for marketing must-dos in 2013.   Social media and digital communications have made content marketing an important tactic.  Once created, audiovisual content can be deployed in a number of ways.  In particular, video emails and video postcards are easy-to-create yet powerful ways to distribute marketing [...]

Without a doubt, content marketing – the creating and sharing of content – has been one of the most buzzed about topics this year.  For the third year, the Content Marketing Institute and MarketingProfs have published the 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America report.  This jointly produced study was based on [...]

Yesterday’s ruling by the Supreme Court to upheld the Affordable Care Act may make marketing a priority for insurance companies and health care providers.  Advertising Age predicts that health care marketing will grow, especially as organizations try to reach a new consumer base – uninsured individuals. KBM Group CMO Lindsay Resnick believes that health insurance [...]

Over the past few years, B2B marketers have embraced web video marketing.   Audiovisual content naturally lends itself to be an effective way to demonstrate products and communicate complicated messages.  Following the lead of B2c organizations, B2B marketers rely on YouTube and social media to distribute online video. While YouTube provides a way to reach [...]

It is increasingly critical to have a mobile communications strategy. According to research published by TriComB2B and the University of Dayton School of Business Administration, 59 percent of B2B decision makers utilized a smartphone to gather purchase information.  Yet many organizations have not yet deployed mobile marketing content, due in part to the technological challenges [...]