Archive for the ‘Data Cleaning, Profiling & Analysis’ Category

Survey highlights importance of white papers

Posted: September 23rd, 2010 by Marketscan comment-icon 1

A new survey suggests that B2B marketing practitioners could benefit from employing white papers as part of their overall marketing strategy. According to research from Eccolo Media, three-quarters (76 per cent) of corporate respondents said they have read at least one white paper within the last six months, with 83 per cent citing white papers as moderately to extremely influential when making purchasing decisions. The survey, which questioned 500 IT professionals, also found that respondents rate video positively when considering… Read more »

Don’t lose sales leads due to poor website management

Posted: September 22nd, 2010 by Marketscan comment-icon 0

Have you ever stumbled on a good website keen to read its scintillating content but were frustrated to no end by snail-paced download rates? If you have, then join the club. Many people have the displeasure of waiting what seems like an age for a website to load and simply end up leaving the site never to return. This can have very serious implications for companies, as they could blissfully unaware that they are losing valuable sales leads because of… Read more »

B2B marketers urged to identify best word-of-mouth referrals

Posted: September 22nd, 2010 by Marketscan comment-icon 1

B2B marketing professionals have been advised to improve their world-of-mouth marketing by identifying their best referral sources. Barbara Bix, a B2B strategic marketing consultant and principal of BB Marketing Plus, said firms should isolate referral sources that are likely to hear about or witness a need for their services and help them recognise profitable sales leads. "Just because someone knows you or has done business with you, it doesn't necessarily mean that person will recognise a need for your services,"… Read more »

SEO copywriters ‘can help increase sales leads’

Posted: September 21st, 2010 by Marketscan comment-icon 1

B2B marketing firms have been advised to enlist the services of professional search engine optimisation (SEO) copywriters to make their websites more search engine-friendly. Scott Moir, of Jazzou.com, said professional copywriters will be able to optimise firms' websites and landing page content, so they can have improved standing and visibility on search engines such as Google. "Website pages that are optimised for both search engines and visitors can increase long-tail ranking and improve conversions," he commented. Mr Moir added that… Read more »

Cloud computing offers increased mobility and profitability

Posted: September 21st, 2010 by Marketscan comment-icon 0

This month saw the first in a series of 24-hour strikes by London Underground staff, with another slated for October 3rd. The resultant disruption and lack of transportation caused should be a serious cause for concern for B2B marketing professionals, who may suffer a significant loss to productivity as essential staff are unable to complete time-sensitive marketing tasks. London Underground's strikes are just the latest in a series of issues that highlight the growing need for direct marketers to streamline… Read more »

Public sector decision-makers can help improve your sales

Posted: September 20th, 2010 by Marketscan comment-icon 0

Ever wondered why you are receiving insufficient responses from your well-crafted B2B marketing communications? Well, the answer may well lie in the fact that you are simply not targeting the right people in the right positions. You must always remember never to accept a no from someone who was never authorised to give you a yes to begin with. As John Hood, president of MCH, explains in a recent article on Direct Marketing News, direct marketing professionals need to expand… Read more »

Marketers ‘increase their use of online video’

Posted: September 20th, 2010 by Marketscan comment-icon 0

B2B marketing professionals are increasingly incorporating video into their marketing mix, new trends reveal. Jonathan Milne, EMEA senior director of sales and operations at video technology firm Ooyala, explained that brands and companies can see that audience demand for videos is growing, so they are striving to meet this rising interest. "Marketers and brands want to use video even more as they see audiences headed that way, so online video has moved from something new and unusual right into the… Read more »

PPC ‘can help increase sales leads’

Posted: September 16th, 2010 by Marketscan comment-icon 0

Pay-per-click (PPC) marketing tactics can be an excellent way to increase sales leads, an expert has suggested. Jen Doyle, senior research analyst at MarketingSherpa, explained that PPC can help raise the profile of a company's brand and increases product awareness. Writing on the MarketingSherpa blog, she conceded that PPC strategies can require a huge amount of investment both in terms of time and money, but stressed that if done in the correct way, this approach can be very profitable. "Having… Read more »

Corporate workers deluged by B2B data overload

Posted: September 15th, 2010 by Marketscan comment-icon 0

A new survey reveals that almost three-quarters of corporate respondents report being overwhelmed by irrelevant email communications. According to research conducted by OnePoll on behalf of Salesforce, 70 per cent of corporate professionals complain about being sent or copied into emails of no interest to them. The survey, which questioned 1,000 workers from a range of UK businesses, found that over a third (38 per cent) of people are on the brink of being swamped by B2B data deluge. Tim… Read more »

Good rewards encourage repeat referrals

Posted: September 15th, 2010 by Marketscan comment-icon 0

There are times in life when the most simple and obvious option is the most effective – and this maxim certainly rings true when it comes to B2B marketing. For all the effectiveness of expensive, carefully thought out and detailed marketing strategies, sometimes just simple word-of-mouth referrals can be equally successful and not to mention, cost-effective, as this method is 100 per cent free. Providing excellent service and maintaining quality relationships with clients on your B2B mailing lists is a… Read more »

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