Emotional appeals in marketing have historically been associated with consumer-oriented sales. It’s easy to see why the emotional approach makes sense for selling luxury cars or perfumes, but emotion also plays a part in B2B marketing, albeit not in quite…
How does the biggest and most revolutionary change in marketing help you do better at the most personal level of service? It might seem like a paradox at first glance, but the big implications of database marketing have a major…
Within every multi-national corporation is the small business it once was. Small businesses account for nearly 60 percent of the privately employed work force, according to the Small Business Administration. When you connect with the owners, C-level executives, purchasing coordinators,…
B2B businesses understand the importance of lead generation, but they don’t always have the tools they need to optimize their lead gen activities. Before you pour effort into content creation and outbound marketing campaigns, discover where your lead gen strategy’s…
Plenty of businesses acknowledge the importance of data hygiene, including data enhancement, but far fewer of them give it the attention it merits. Estimates of B2B business mailing lists suggest that as many as 80 percent of them are marginally…
Marketing databases that contain data about customers you’ve already converted serve many valuable purposes. They foster loyalty, improve your market knowledge, and allow you to serve your customers better. What if you could compile that kind of detailed information not…
The word “automation” may conjure up images of mechanical precision, speed, and efficiency, but it doesn’t sound particularly warm and friendly. Marketing automation, however, allows companies that use it to deepen their customer relationships and provide more personalized service. This…
Engineering is enjoying double-digit growth across virtually every sector, and manufacturing engineers are in high demand. As this burgeoning audience grows, more engineers, engineering supervisors, QA/QC specialists, company owners, C-level executives, and other professionals associated with manufacturing engineering need a…
Anyone who watched the last season of “Mad Men” saw the dawn of data-driven marketing in the late 1960s. Don Draper could never have predicted the sophistication of technology that allows marketers to collect, store, and retrieve mountains of demographic…