Summary: a new survey suggests that marketers are less focused on lead generation than on final sales, growing current customers and building online communities. I’m not sure I trust the data, but it’s a pretty picture nevertheless.I don’t know quite what to make of the 2009 Survey on Marketing, Media and Measurement released earlier this month by custom content company King Fish Media.- On one hand, it’s a rare opportunity to see data from business, rather than consumer, marketers. (Of the 230 respondents, 52% were pure B2B and another 36%...
Monday, 26 October 2009
Thursday, 22 October 2009
SalesFusion Combines Online and Offline Marketing with CRM
Posted on 09:42 by Unknown
Summary: SalesFusion combines all channels within marketing, and merges marketing automation with CRM as well. This one-stop-shopping will be most attractive to small and mid-size companies, although I expect that larger firms will eventually want it too.Look, I know online marketing is important. But let’s not forget that offline channels still account for nearly 90% of total advertising expenditures. Business marketers probably spend more online, but, once you add in the cost of salespeople, I’d guess that online spending still accounts for...
Monday, 12 October 2009
5 Steps to Marketing Measurement Maturity
Posted on 06:52 by Unknown
Summary: marketing performance measurement can start with simple response tracking, and grow in stages to show business impact, track the buying process, optimize results and demonstrate strategic alignment. Each stage adds new data, systems, measures and processes.I’ll be talking about marketing measurement this Tuesday at Silverpop’s B2B Marketing University seminar in Palo Alto, with a repeat performance in Boston on November 4. The core of my presentation will be a 5-step measurement maturity model for B2B marketers. This post will give...
Saturday, 10 October 2009
Beautiful BABI: SiSense PrismCubed Offers Business Intelligence for Business Analysts
Posted on 13:08 by Unknown
Summary: SiSense PrismCubed offers a reasonable option for a business-analyst business intelligence system. It’s probably a little harder to use than some competitors, but gives a bit more power and flexibility in return.SiSense PrismCubed, officially launched this past August, is another member of the growing set of business intelligence systems aimed at empowering business analysts to build their own applications. I’ve also written about QlikView and Lyza, and think there are others. What distinguishes these tools from other business intelligence...
Friday, 9 October 2009
Survey Looks for Hostility to Behavioral Targeting, and Finds It
Posted on 07:55 by Unknown
Summary: a new survey found that most Americans oppose behavior-based Web targeting. The authors clearly had an agenda, but the industry still needs to present its side of the story. A recent survey conducted by professors by UC/Berkeley and University of Pennsylvania concluded (to quote its full title) that “Contrary to what marketers say, Americans Reject Tailored Advertising and Three Activities That Enable It.” Is it just me, or do I detect a bit of hostility?The headlined finding of the survey was that 66% of respondents said they did not...
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