**Correction: Actually, we forecast that direct mail will be at about $67 billion by 2012.  So to my comment below, the astronomical forecast of mobile at $20 billion would be closer to a third, not a half of dm spend by 2012.

 Posted by Shar VanBoskirk  

Both Josh James and Shantanu Narayen, the CEO of Adobe mentioned mobile in their keynote presentations and now I'm listening to RIM also talk about the power of the mobile browser.

While I can't deny the ubiquity of mobile devices, I'm still cynical about the present marketing application mobile provides.  Josh quoted a stat that $2billion will be spent in mobile marketing this year.  But I can't see how that could be.  That stat is certainly not ours.  In fact, we place  mobile marketing closer to about $560 million this year, and growing to just $1.2 billion by 2014.

As an aside, the RIM speaker just suggested that mobile advertising would reach $20 billion by 2012 (which would be larger than search marketing, represent more than half of all interactive spend and almost half the size of direct mai, BTW).  Does that sound as impossible to you as it does to me?

I certainly believe in the potential value of mobile…it is an extremely targetable medium, allows for a new type of brand and community engagement.  But right now the opportunities around mobile marketing still seem so focused on creating "cool" apps or ads.  Which is counter to the principles we all want to embrace around other interactive media: measurability, accountability, ROI.  I'd like the mobile marketing conversation to focus less on how cool mobile could be, and more about how infrastructure, data and economic hurdles in the mobile space will be overcome.  I just don't think mobile marketing can advance to the degree we all want it to without it first developing some standards that marketers can count on to make their investment worth while.

**Correction: Actually, we forecast that direct mail will be at about $67 billion by 2012.  So to my comment below, the astronomical forecast of mobile at $20 billion would be closer to a third, not a half of dm spend by 2012.

 Posted by Shar VanBoskirk  

Both Josh James and Shantanu Narayen, the CEO of Adobe mentioned mobile in their keynote presentations and now I'm listening to RIM also talk about the power of the mobile browser.

While I can't deny the ubiquity of mobile devices, I'm still cynical about the present marketing application mobile provides.  Josh quoted a stat that $2billion will be spent in mobile marketing this year.  But I can't see how that could be.  That stat is certainly not ours.  In fact, we place  mobile marketing closer to about $560 million this year, and growing to just $1.2 billion by 2014.

As an aside, the RIM speaker just suggested that mobile advertising would reach $20 billion by 2012 (which would be larger than search marketing, represent more than half of all interactive spend and almost half the size of direct mai, BTW).  Does that sound as impossible to you as it does to me?

I certainly believe in the potential value of mobile…it is an extremely targetable medium, allows for a new type of brand and community engagement.  But right now the opportunities around mobile marketing still seem so focused on creating "cool" apps or ads.  Which is counter to the principles we all want to embrace around other interactive media: measurability, accountability, ROI.  I'd like the mobile marketing conversation to focus less on how cool mobile could be, and more about how infrastructure, data and economic hurdles in the mobile space will be overcome.  I just don't think mobile marketing can advance to the degree we all want it to without it first developing some standards that marketers can count on to make their investment worth while.

 Posted by Shar VanBoskirk  

Coming to you live this morning from the kick off keynote of the Adobe (nee Omniture) Summit in Salt Lake City.  And I'm pleased to report that so far the event is as thumping and hued in neon green as in years past. 

A nice change from past summits: Instead of discussing developments to Omniture's online marketig technology, today's Omniture keynote by Josh James is themed around "The New Principles Of A Successful CMO."  These are Josh's principles for how marketing execs can succeed.

1) Create engaging experiences
2) Unify and personalize consumer interactions across channels
3) Move from tracking marketing metrics to business metrics
4) Use marketing to strategically inform other business funtions

I certainly buy these fundamentals.  In fact, for more definition about each of these and how to enable them at your organizations, check out our research on

Adaptive Branding.   Or more immediately, join my colleague Suresh Vittal's breakout "The Road To The Online Marketing Suite," at 2:45 in the Savoy room.

I personally am looking forward to hearing more about how a software company (Adobe/Omniture) plans to tackle the above markeitng strategy challenges.

 Posted by Shar VanBoskirk  

Coming to you live this morning from the kick off keynote of the Adobe (nee Omniture) Summit in Salt Lake City.  And I'm pleased to report that so far the event is as thumping and hued in neon green as in years past. 

A nice change from past summits: Instead of discussing developments to Omniture's online marketig technology, today's Omniture keynote by Josh James is themed around "The New Principles Of A Successful CMO."  These are Josh's principles for how marketing execs can succeed.

1) Create engaging experiences
2) Unify and personalize consumer interactions across channels
3) Move from tracking marketing metrics to business metrics
4) Use marketing to strategically inform other business funtions

I certainly buy these fundamentals.  In fact, for more definition about each of these and how to enable them at your organizations, check out our research on

Adaptive Branding.   Or more immediately, join my colleague Suresh Vittal's breakout "The Road To The Online Marketing Suite," at 2:45 in the Savoy room.

I personally am looking forward to hearing more about how a software company (Adobe/Omniture) plans to tackle the above markeitng strategy challenges.

A recent Cone Inc.’s Social Media in Business study found that 60 percent of consumers believe they are already interacting with companies on the social Web. Nearly all participants — 93 percent — believe all companies should have a presence in social media. And 85 percent believe companies should not just present information via social media, but use it to interact and become more engaged with them. And the payoff for such engagement is evident in the 53 percent who already say they have developed a stronger connection to a brand through social media encounters.

But the question has long been 2 fold: 1) How do you create engagement and 2) How do you measure it. Hopefully this will give you some insights into how my team creates and measures engagement at Avaya.

Creating Engagement

Over the last few years of writing this blog I have talked a lot about the virtues of creating a steady stream of content that is consistent in its frequency to bring people back to your site time and time again. You can call it Inbound Marketing (like the folks at HubSpot do) or you could call it Content Marketing (like the folks at Junta42 do) but whatever you call it this is the basis for all your online activity.  Over the last month or so we really have gotten our content engine humming producing not only some great thought leadership, eBooks, blog posts etc which we use as social “objects” but also we held (what I believe is) one of the largest Virtual events ever with On24. Their platform is good up to 20,000 people and we had 24,000 signed up for our January 19, 2010 virtual event. Sure we were worried what would happen if everyone showed up – but luckily that wasn’t the case but we did test the upper limits of their system! With all this create content both in object form and recorded form from the virtual event we were really able to ramp up the number of conversations we were having out on the socialsphere as you can see from the snapshot taken from our Networked Insights dashboard which is comparing the month of December to the month of January.

Measuring Engagement

Years ago on this blog I remember saying “measuring engagement is hard since there is no one button you can push as a marketer to measure it”. Well I have since learned otherwise from the folks at Networked Insights who not only measure the number of posts in one period versus the number posts in another period but they also measure the tone and sentiment of those posts giving you an indication that (in our case) sentiment is trending in a positive direction!

As you may know already, blogging is a quantity game. 5 of the top 10 media properties are blogs and all of them are multi author blogs which post several times per day. Social also acts in the same way – the more your engage the more people engage back. So one of my team’s objectives this year is not only to create more social content but also to move the needle on engagement and sentiment. Stay tuned to this blog for more updates and to see how we are doing that!

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Our agency TopRank Marketing has been working with Marketo providing SEO, content and blog marketing consulting services for about 2 years. I finally had the opportunity to meet Marketing VP Jon Miller in person today prior to his presentation at Online Marketing Summit: Marketo’s Secret Sauce for Demand Generation.

Marketo is one of the fastest growing software companies in the U.S. and this session is a case study for how Marketo has achieved that rate of growth.

Marketo launched their main product about 2 years ago. In 2 years, they’ve signed up 400 customers at a value of about $30,000 per year in recurring revenue. The current run rate is over $12 million which is pretty impressive for a 3 year old company.

Marketo revenue cycle benchmarks show that Marketo spends about 50% more than comparable companies on Marketing but less on sales. Their customer acquisition cost are much less than other software companies. Marketo has a very efficient marketing and sales effort. How is that so? They use their own product and have made smart investments in their marketing efforts.

Rather than a sales cycle, Marketo focuses on the revenue cycle that starts from awareness to becoming a customer.

Awareness > All Names > Engaged > Prospect Qualified > Lead > Sales Lead > Opportunity > Customer

Marketo keeps their landing page forms very simple. They then actual manually check the company web site and decides if that inquiry is a worthwhile prospect. Since they’re marketing automation company, adding a manual process may seem contradictory but such activity helps sales people evaluate companies a lot more effectively.  Contacts are then nurtured and scored. If they score above a certain level, they become a “lead”.

Awareness – Investments in awareness and brand have paid off in a very big way for Marketo. They’v found it to be very effective to focus on content and thought leadership through tips, best practices and ideas that are available without registering.

Marketo’s blog is their single most effective marketing tactic. They’ve actually diverted marketing investment away from other activities and focused instead on blogging.   Woot! TopRank gets a shoutout as Marketo’s SEO agency.

PPC is the top converting tactic and their best leads are coming in from inbound: search and word of mouth. Once a prospect is generated, sales follow-ups are personalized and very soft touch.

What is Lead Nurturing? The art of maintaining permission to stay in front of your buyers as they educate themselves. The key to lead nurturing is relevance.

Types of Lead Nurturing: Stay in touch, Incomin lead processing, Accelerators, Lead lifecycle.  If you get a new prospect, about 1/4 are sales ready. Putting lead nurturing in place resulted in 50% more qualified sales leads at 33% of the cost.

Content mapping . Make sure content is relevant to where buyers are in the buying cycle. Think big, start small and move quickly. It doesn’t have to be your content either. You can package other content with your observations surrounding it.

Companies with sales people that spend the time to qualify leads ultimately generate more revenue.

Lead scoring rules focus on behaviors: Latent and Active. Latent means people engaging with content. Active means showing interest intent such as Googling Marketo’s brand name as well as downloading reviews, visit web site 2x in one week.

There’s a certain threshold that’s met to initiate follow up. There’s a huge drop off for leads that are not responded to with 5 minutes or less.

Inbound leads are segmented: target companies, enterprise companies, other. Also segmented by latent or active. Response time is based upon meeting scoring criteria.  Inbound calls, contact us forms, and qualified free trial requests get “Active” follow up. ie speedy follow up.

At the end of the 21 day lead nurturing period, a final email is sent giving options for recipient to self score themselves in terms of interest in Marketo.

No lead left behind: There’s an automated process that reminds sales teams to follow up. This dropped unresponded leads from 33% to 5%.

Lessons learned:  Focus on the entire revenue cycle, not just generating new leads. Do not understimate the value of creating content! Build trust and reduce risk vie thought leadership and social media. Leverage analytics.

You can learn more about Marketo on their blog and on Twitter .

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© Online Marketing Blog , 2010. | OMS10 B2B Marketing Case Study: Marketo | No comment | http://www.toprankblog.com

A friend of mine who is an experienced corporate marketer started a new business. The store just opened and being the good pal that I am, I was able to provide some advice regarding marketing on the web – specifically regarding blog marketing.

This is a new small business, so considerations for what to do about a web site included: cost, functionality, flexibility, ease of maintenance and marketability. The web site needed to serve as both an online representation of the business, but without transactional functionality, as well as a host for landing pages used with email and PPC campaigns.

My recommendation for a low cost, easy to use and search engine friendly content mangagement system? Blog software.

What often happens when friends ask for advice regarding web marketing is that I’ll make some recommendations in a casual setting or email links to a few resources like this one on blog marketing tips , then a few weeks or months later, the conversation will turn to, “So, how is your blog or web site doing?”, and I find out that the site/blog was either not started at all, it was created in a way that blows away any chance of SEO or marketability outside of advertising or it was built using resources with no cost of entry but without the capabilities to scale if successful.

Something along those lines happend with my friend’s blog.

What was the issue? The blog was started using Blogger.com, which by itself is not a problem, but the blog address selected was: nameofstore.blogspot.com. This is understandable because it’s the default URL selection when you create a blog with Blogger.com.

However, picking a third party domain for the blog address violates one of the most important rules in sustainable blogging: Always host the blog address with a domain name you control. That means yourdomainname.com/blog or blog.yourdomainname.com or yourdomainnameblog.com.

Otherwise, you give up control. How so? What if the blog host goes down? Free services rarely provide support. Also, what if the service does not support the functionality you need? You can’t change their entire platform to suit your individual needs.

There are other reasons for keeping the blog address as part of your own domain name including the ability to change blog software services without having to change your blog address.

Of course there’s also a benefit for search engine optimization if you host the blog as a sub directory of you main company domain name such as yourdomainname.com/blog. Blogs are very linkable entities and other blogs tend to be enthusiastic about linking, so any links to your blog can be percieved as a vote of credibility to your main web site since the blog and the web site share the same domain name.

Now back to our tale of the small business blog. My friend had only made one post on the blogspot.com URL so nothing would be lost by moving to a dedicated domain name. My own experience with Online Marketing Blog was different. After blogging for nearly 2 years at a blogspot.com address, I decided to move to a dedicated domain name and Wordpress. It took some talented optimization and 6 months of aggressive promotion to recoup the linking footprint (100,000+ inbound links) that was lost. Of course, now our traffic is multiple times more than what it was.

What my friend decided to do was register a domain name and setup a hosting account. Since there was no main company web site to attach the blog to, this makes the most sense. Essentially, the blog became the company web site. With more and more businesses, this is becoming a very practical, cost effective and functionally efficient way to manage web site content: Using blog software as a content management system.

As my friend asked what to do next, writing everything down in a notebook, it became clear that there’s a litany of things you COULD do with setting up a blog. Even if we filtered it down to what one SHOULD do, the list was amazingly long. As someone new to the whole idea of blogging and this not being a formal consulting arrangement, I decided to create what I think, is a short list of what a small businesses CAN do when starting a blog.

1. Decide the purpose of the blog.

Do this before going out and registering a domain name or anything else. Is the blog going to serve as a journal for starting the business? Is it a search marketing tool? Is it to be used to demonstrate thought leadership and create credibility? Will it be a communication tool for customers? Will it also serve as the main company web site? Is the purpose some or all of the above?

I could elaborate on setting up each of these types of blogs if I ever decided to write that book, but for now, we’ll stick with a blog that serves as a company web site, hosts landing pages, serves as a small business resource and marketing tool.

2. Pick a URL.

If the purpose of the blog is to support company brand and audience, then the URL should be part of the company web site. Ideally, the blog hosting situation allows for a sub directory such as companysite.com/blog.  Otherwise, a sub-domain such as blog.companysite.com will work and you can can host the blog elsewhere, separate from the company web servers. IT will like that.

If the purpose of the blog is independent of the primary company brand, or messaging, then a dedicated domain name such as topicgoeshereblog.com might work better.

It’s tempting to use a keyword only domain name, but those keywords will not be a silver bullet for search engine rankings. A catchy, meaningul brand name for the blog will go much farther as content can always be optimized for search engine rankings.

3. Pick blog software.

In most cases, WordPress is the way to go. An inexpensive Linux platform hosting account that supports PHP and mySQL can be secured for $10-$20 per month. However, should the blog get really popular, expect to upgrade to support increased demand. It’s entirely worth it.

The blog software will need to be installed on the server that will host it and the database will also need to be set up. This is fairly straightforward, but in all honesty, it’s best to have someone that knows what they’re doing help. As an example, I do very little of the technical work on our blog and prefer to have a specialist (Thomas McMahon) take care of maintenance, adding plugins, design and functionality updates. We have outside programmers do any heavy lifting in the application development department.

Wordpress software is open source, ie free, so if you are code/technically savvy and you have the time to figure it out, it’s certainly doable. There is no one “right way” to setup a blog. There are literally hundreds of shades of gray.

It can cost a hundreds to thousand of dollars for a blog consultant to install, setup and customize the design of your blog. You’re not paying for the software, you’re paying for expertise that will save you MONTHS of time and allow you to get to market more quickly and efficiently.

4. Customize the blog.

After installation of the core blog software, there are a number of customization tasks.

First, the blog design should be modified to match your branding. If you don’t hire a consultant to do this, there are many free templates that can then be customized, but many of them require a link to the author at the bottom. Personally, I’m not a fan of those, but they are a low/no cost place to start. Design customization involves modifying the CSS, JavaScript, graphics and possibly a few database elements.

The second set of customization tasks involves plug-ins to improve the adminstration, front end functionality and the SEO friendliness of the blog. Thanks to Twitter and Thomas for this recommended minimum list of plug-ins:

• Redirection
• HeadSpace2
• Google XML sitemaps
• Gravity forms
• All In One SEO
• PostPost
• ACE WP Plug
• ComLuv
• Disqus
• Members only
• Cookies for comments
• Section widget
• Page order
• Related posts
• FeedSmith FeedBurner Plugin
• Sociable
• Askimet or WP-SpamFree
• Post Teaser

5. Create a content plan.

In concert with the purpose of the blog, it’s important to generate a basic editorial guideline for creating content. The easiest way to manage this is by creating categories for the kinds of content you plan on posting.

Before you create those categories, it’s a good idea to do some keyword research as the categories will become excellent repositories of related content. Why not make it even easier for search engines to understand and rank them?

Common keyword research tools include: WordTracker and Google . Paid keyword tools include WordStream.com and KeywordDiscovery.com

Once you identify which keyword phrases best represent the content you’ll be publishing, use them to name your content categories. Each time you make a blog post, that entry will be associated with one or more categories, creating a very search engine friendly repository of content.

Create an editorial calendar or schedule of posts to keep you on topic for your audience and true to the purpose of the blog. Leverage interactions with blog readers as well as your analytics to know if your content and keyword picks are productive or not.

6. Pick your blogging team.

In the case of most small businesses, the blogging team is a team of one. That’s fine, just be sure to document what’s working and what’s not so when the time comes, you can get your blogging team mate up to speed quickly.

Since blogger’s block (like writer’s block) can really dampen a good thing for a small business blog, go ahead and keep a good number of posts in draft mode. Add to them as you get new ideas and inspiration. Or facts and examples. That way, you’ll have a steady stream of blog posts ready to publish in advance. In fact, you can schedule blog posts in advance using WordPress.

7. Make it easy to share.

Blogging in a vaccum is inevitable blogging death. It’s essential that you solicit comments in your posts, respond to comments quickly, create and enforce a commenting policy. Being responsive is an essential part of attracting subscribers .

Don’t covet the comments either. Visit other blogs in your industry and write useful comments. Those bloggers may notice you and it can become something more, like an invite for a guest post, collaboration or simply a new online friend.

Make it easy for readers of your blog to save and share your content with sharing buttons or widgets. It pays to create accounts on the more popular services and develop social networks there. Your contacts on Digg, Delicious, StumbleUpon and similar services will watch for your next post and vote for the good stuff, which can drive your content to be exposed on more popular areas of those web sites. More exposure can mean more traffic. The social bookmarks tool is handy for adding such functionality to any web page and Thomas offered several new blog promotion tips last week.

8. Get your social on .

RSS feeds come with blogs and it’s worth taking the time to make sure the RSS feed is readily available and obvious for people to subscribe. Submit your blog and RSS feed to our HUGE list of blog and RSS directories .

Set up social profiles on sites such as Twitter, Facebook and LinkedIn as appropriate and automate the sharing of links from your blog posts to those services. In other words, you could use a service like TwitterFeed to publish your latest blog post to Twitter and Facebook automatically.

Be sure to publish your blog URL everywhere you publish your web site address.

9. Make static.

If you’re using the blog as a CMS for a small business web site, then make your static web pages such as those for About our Company, Product/Service pages, Contact Forms, etc. The blog can be customized to have a home page like any other web site as well. That way, visitors arriving on your site can see what they expect from a company selling products/services. At the same time, blogging creates a rich and frequent source of useful content that’s syndicated via RSS, promoted automatically to relevant social channels and leaves the door open for interaction via comments.

10. Measure. Test – Test. Measure.

It’s important that you set goals for the blog, a plan to execute tactics and most of all, measure progress. Most web site measurement is focused on web analytics and metrics specific to different types of marketing such as with email, SEO or PPC. Standard web analytics software such as Google Analytics will address the vast majority of your needs.

I would also recommend social media monitoring and analytics. Monitoring can be as simple as the RSS feed from search.twitter.com combined with the RSS feed from the results of a search on Google’s blog search. You could also use services like socialmention.com , trackur.com or more robust social media monitoring tools such as Techrigy SM2, ScoutLabs or Radian6.

Social monitoring tools will help you understand what your customers are saying about you on the social web as well as uncover new interaction opportiunities with influentials. Real time search means real time marketing and social monitoring can facilitate that. One example would be if a competitor Tweets a deal on a product. Your Twitter search on that competitor or product would create an alert. You could then decide to offer a deal at a lower price or some other counter offer.

Another example is if a customer complains about your company. Before others jump on the bandwagon, your social monitoring tools would alert you and you can then qualify and address the situation quickly.

As web analytics and social media monitoring tools become increasingly intertwined, you’ll be able to identify many other key metrics for the effect of your social participation on bottom line business goals.

There you go. Ten tips for starting a small business blog.

This was a long post and yet, it’s nowhere near a comprehensive guide to create a small business blog. Even though there is plenty of free blog software and advice available online, many companies would benefit from having professional help with a business blog.

The funny thing is, my friend will look at this post and say, “This is the SHORT list?”. Blogging can be simple to start, but no one said it wasn’t hard work.

If you’ve created a blog for your small business, what has your experience been? Did you do it yourself? Do you get expert help? Have you set up a small business web site using blog software? we’d love to hear about your experiences, challenges and successes.

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© Online Marketing Blog , 2010. | Ten Must Read Tips to Start a Small Business Blog | 3 comments | http://www.toprankblog.com

Cedric Chambaz, marketing manager search and SMB at Microsoft Advertising  - and a speaker at our Online Business Communities seminar on March 3rd on his admiration for Intel and his hatred of Marmite

Cedric Chambaz, marketing manager search and SMB at Microsoft Advertising  - and a speaker at our Online Business Communities seminar on March 3rd on his admiration for Intel and his hatred of Marmite

Question: With Google unveiling its Nexus One and Nokia and Samsun also preparing handsets to rival Apple’s iPhone, will 2010 be a tipping point for B2B marketers’ use of the mobile channel?

Question: With Google unveiling its Nexus One and Nokia and Samsun also preparing handsets to rival Apple’s iPhone, will 2010 be a tipping point for B2B marketers’ use of the mobile channel?

Being sensitive to customer behaviour and needs is just as important online as it is in the physical world, says Darren Guarnaccia, VP of product marketing, Sitecore

A little planning goes a long way if you want to make the most of the social media landscape, says Gifford Morley-Fletcher, director of strategy and inbound marketing at Base One 

A little planning goes a long way if you want to make the most of the social media landscape, says Gifford Morley-Fletcher, director of strategy and inbound marketing at Base One 

Stuart Wheldon, client services director, Eloqua on the critical questions B2B marketers need to ask before embarking on a lead scoring programme

Stuart Wheldon, client services director, Eloqua on the critical questions B2B marketers need to ask before embarking on a lead scoring programme

Paul Hatcher, web development director at Base One, wonders if B2B marketers get too caught up in the glamour of social media and forget their audiences

Paul Hatcher, web development director at Base One, wonders if B2B marketers get too caught up in the glamour of social media and forget their audiences

Jim Pennypacker, president and CEO at Dance Communications, presents a simple model for understanding how to improve your thought leadership marketing capability

Jim Pennypacker, president and CEO at Dance Communications, presents a simple model for understanding how to improve your thought leadership marketing capability

Marketing automation is a term increasingly bandied about by marketing technology vendors; but is it something that more B2B practitioners should be taking notice of? Claire Weekes reports

Marketing automation is a term increasingly bandied about by marketing technology vendors; but is it something that more B2B practitioners should be taking notice of? Claire Weekes reports

Reviewed by Paul Godwin, planning director, Positive ThinkingPublished by John Wiley Sons

Reviewed by Paul Godwin, planning director, Positive ThinkingPublished by John Wiley Sons

Emerging technologies and communication channels have led to a sometimes confusing raft of new marketing roles and titles. Lucy Reiter reports

Scot McKee, MD at Birddog gets down with digital and causes a ruckus as he says traditional B2B communications are dead

Scot McKee, MD at Birddog gets down with digital and causes a ruckus as he says traditional B2B communications are dead

As more and more B2B marketers grapple with online lead generation, Alex Blyth uncovers the best techniques to get that campaign started

As more and more B2B marketers grapple with online lead generation, Alex Blyth uncovers the best techniques to get that campaign started

Max Firth, client director for PH Group, explains why tailoring your approach to pre-screened data can lead to optimal success

Max Firth, client director for PH Group, explains why tailoring your approach to pre-screened data can lead to optimal success

Claire Macland, senior EMEA marketing director at Juniper Networks, took on a major rebrand in just six months during this latest recession – and the brand emerged stronger. Lucy Fisher reports

Claire Macland, senior EMEA marketing director at Juniper Networks, took on a major rebrand in just six months during this latest recession – and the brand emerged stronger. Lucy Fisher reports

The growth of social media has provided B2B marketers with a range of new tools and platforms for market research, according to research from Forrester. Lucy Fisher reports

The growth of social media has provided B2B marketers with a range of new tools and platforms for market research, according to research from Forrester. Lucy Fisher reports

Marketing technology is fast becoming every marketer’s best friend, with prospects for its future looking rosy, finds Anna Goldie. But how can businesses make the most of it?

Marketing technology is fast becoming every marketer’s best friend, with prospects for its future looking rosy, finds Anna Goldie. But how can businesses make the most of it?

Customer testimonials form the basis of Citrix Online’s new TV campaign for its GoToMeeting product. Maxine-Laurie Marshall reports

Customer testimonials form the basis of Citrix Online’s new TV campaign for its GoToMeeting product. Maxine-Laurie Marshall reports

It’s easier to hand out medicine than to take it and consulting firms are no exceptions to the rule says Source Information Services’ Fiona Czerniawska.