Calculating the ROI of Hiring a B2B Marketing Firm

Posted by Owen Matson, Ph.D. on Mar 15, 2017 3:24:46 PM

Digital Marketing: Lots of Work!
This much is certain: The digital marketing landscape continues to evolve at a pace that far exceeds the bandwidth of a single in-house marketing manager—or even a small, in-house team. To maintain a competitive digital presence, marketers must collect and monitor data and analytics across multiple channels, track the performance of a range of content forms aimed at multiple target audiences along multiple stages of the sales cycle.  And this is just the beginning...

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Topics: B2B Content, Business Communication, B2B Marketing, Solutions, Content Strategy, Creative, Marketing Technology, Video

What's the future of retail?  Retail's Ongoing Quest for New Forms of Experiential Immersion

Posted by Owen Matson, Ph.D. on Jan 23, 2017 8:33:41 AM


Not long ago, in a galaxy not at all far away, the rise of online shopping inspired a wave of speculation forecasting an apocalyptic end to brick-and mortar-retail. In 2013, driven by the emergently urgent need to compete with online giants like Amazon, real-space retailers like Wal-Mart and Target announced plans to remain open on Thanksgiving.  

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Topics: Content, Creative, storytelling, B2B Marketing, Narrative Marketing, Marketing Technology, Marketing Theory

Inbound 2015 Takeaway: SalesBound Depicts HubSpot's Value

Posted by admin on Sep 11, 2015 4:46:04 PM

Inbound 2015 was a great experience for 14,000 marketers, agencies, partners and vendors who attended this week in Boston. It was a testament to the Inbound Movement, the product vision for Hubspot, and their executive commitment to investing in their marketing community. It wasn’t a Hubspot sales pitch, it was an educational revival – with something to learn in every session and event. In a standardizing and commoditizing Marketing Automation world, Hubspot continues to emerge as the differentiator. While others ‘automate’, and focus on the technology, Hubspot differentiates with its focus on content, outcomes, training, philosophy and methodology for the most unique approach in the category.

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Topics: Automated Sales, Differentiators, Marketing Technology, Marketing Services, Direct Sales, Tech Integration, Creative, Content, Solutions

HighSpot: Sales Engagement in a Marketing Automation World

Posted by admin on Aug 14, 2015 6:53:52 PM

The greater sales and marketing world focuses a lot more on marketing than sales, and a lot more on automation than manual efforts. With marketing automation, the goal is to develop a solid E-Mail and Social list of clients who you can reach on a sort of schedule, and lead them through the funnel to the eventual purchase. This approach relies heavily on fresh content, and increasingly on advertising to drive traffic. Marketing Automation and the tools that support it are becoming a cornerstone of digital marketing, but in their ubiquity, they’re also dominating the dialogue. Brands like Marketo, Hubspot, Eloqua, Pardot and ExactTarget (Salesforce) and others have plenty of inbound options to help drive inbound dollars.

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Topics: Differentiators, Marketing Technology, Content

Feel left behind with Marketing Tech? Don't. It's 1987.

Posted by admin on Jul 19, 2015 10:25:34 AM

If I could have a statistic to statistically stratify the marketing strategists who are stressed about the pace of technological change, I'm sure it would reflect about 99%. Today's marketers no longer attend conferences and summits on the art of advertising. Instead they spend their time grasping for an understanding of the Marketing Technology ecosystem - particularly in the advertising realm. Industry thought leaders speak not of proper segmentation and how today's technology presents tools which enable marketers to do great things. Instead, they confuse these new tools of the trade with a trade of tools. A dangerous concept that has left the progress of marketing in a lull. The creatives are told they are being disrupted. The agencies have been told they're on notice. The brand marketers are told evolve, become IT and information professionals or quit. And as a result, we have an industry confused. I don't know about you, but I'm ready for technology to become what it is - a set of tools and for great marketers to leverage those tools for great marketing - not the other way around.

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Topics: Marketing Technology, Marketing Services

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