Channel marketing

SUMMARY: To employ a more organized digital marketing strategy, take advantage of the interconnection of each channel. Digital marketing can make your message more consistent, and possibly reach more of your target audience.

In this case study, a company earned $105,000 in new sales after moving from its client services personnel delivering incentive fliers for ancillary sales, to delivering that message through a revamped and organized email campaign.

Find out the changes the company made to its overall marketing strategy, how it implemented the new email effort, and how it embraced social media to improve its connection to clients and prospects. read the complete case study

SUMMARY: To wrap up another year of B2B marketing, we’ve reached out to seven marketers and industry experts to offer you six tactics based on marketing lessons learned in 2011.

Read on to find out what our expert sources said about lead generation, lead scoring and lead nurturing; inbound SEO; letting your customer tell you how to market to them; and making that personal touch truly personal. read the complete article

SUMMARY: Whether you work for a quick service restaurant chain, or you are considering partnering with one, definitely check out our interview with Dunkin' Donuts' Kelly Fattman. She shares tips on packaging, low-cost promotional campaigns, dealing with competition, and what other types of companies her brand would like to partner with. read the complete interview

SUMMARY: In challenging times, firms must test new strategies and tactics to improve marketing effectiveness. Businesses need to maintain agility and adapt to an evolving marketplace, but cannot sacrifice tried-and-true tactics that have driven their lead generation programs for years.

To learn how B2B organizations balance the two, we asked survey participants to indicate the percentage of budget they allocate for a variety of inbound and outbound tactics. In this week’s chart, find out the results from more than 1,700 of your B2B marketing peers. read the complete article