For the past few years, I have been co-teaching a graduate-level class on social media marketing at Fairleigh Dickinson University with my friend and Biznology Master, Mike Moran. In the past, I have also taught classes at Pace University and Fordham University (my alma maters!) as well as teaching classes for the Brand Activation Association (formerly the Promotion Marketing Association) and the Point of Purchase Advertising Institute. My years of teaching have proved an invaluable complement to my professional marketing experience. [Read more...]
What’s the purpose of your content marketing strategy? While brand awareness, improved SEO, and fresh leads certainly aren’t the wrong answers to that question, your primary goal should be to useful to your potential customers. As companies worldwide embrace content marketing, consumers are increasingly turning to blogs and whitepapers to answer basic questions.
Your most important tool in B2B is, arguably, the marketing database. Without a robust collection of contact information, firmographic and transactional data about customers and prospects, you are adrift when it comes to customer segmentation, analytics, and marketing communications of all sorts, whether for acquiring new customers or to expand the value of existing customers. In fact, your database is the roadmap for your B2B marketing; it’s the “recorded history of the customer relationship.” So what goes into a marketing database? Plenty. [Read more...]