B2B marketers: marketing automation and conversation

US-based lead management specialist Genius recently published the results of a survey in a report titled ‘B2B Marketing Skills Survey’. In this report, Genius takes a look at the evolving role of the B2B marketer.

It is evident that this role is evolving. It is even inevitable with the increasing focus on customer-centricity, the rise of social media, and the shift in buyer behavior. However, the economic changes along with the growing attention for the ROI of marketing, cause changes as well.

The survey, which marketing automation vendor Genius carried out in cooperation with BtoB Magazine, points out that B2B marketers generally make little use of tools to expand their reach and build (online) relationships with customers and prospects.

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Email marketing: it’s time to invest!

If you want your email marketing program to succeed, you need to invest in the necessary resources, tools, creativity and time. You remember how, in the old days, we always said that “email marketing was cheap because it required no stamps”?

Well, those were the days that many of us looked at email marketing as the online equivalent of direct marketing. Email often still serves direct marketing purposes, but it has become much more than that. And, yes, email marketing still has a low cost per contact.

But for companies that want to go beyond good old email marketing (and that should be all companies), it’s time to spend that extra bit of time, intelligence, tools and effort.

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