January, 2013

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7 Blogging Mistakes B2B Marketers Make

Digital B2B Marketing

We have all seen the lackluster corporate blog. Some days, I wonder what went wrong. Others, I wonder why they thought they could get it right. Corporate blogs are increasingly standard in B2B organizations. Some companies even have an entire suite of blogs. However, for every great corporate blog, there are a dozen corporate blogs that just shouldn’t be.

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Everyone Thinks Their Job is THE Most Important. A Great BI Solution Doesn’t Take Sides!

Elegant BI

Everyone Thinks Their Job is THE Most Important. A Great BI Solution Doesn’t Take Sides! Last summer I was asked to recommend a BI system for our sister company. I traveled to Los Angeles, California where I hoped to spend some downtime on the beach. Unfortunately, my colleagues had other plans. On Monday, I was optimistic about meeting the needs of every potential business intelligence user.

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2013 Is Not the Year of Mobile!

Digital B2B Marketing

We see the predictions every year: This will be the year of mobile! Every year, the prediction falls short and every year the pundits dust it off and bring it back out. It isn’t because mobile adoption is slower than expected, or even because marketers aren’t paying attention to mobile. We won’t see the year of mobile because mobile isn’t a new channel we switch to, it is an evolution in behavior.

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Three Reasons Marketing Is the First Budget Cut

Digital B2B Marketing

Marketing budgets are often one of the first budgets cut, time and time again, yet marketers continue to claim companies are making unwise decisions. To support the case, you point to research and cases showing companies who invest in marketing during a downturn come out stronger. Is the answer turning marketing into a profit center, as some have claimed?

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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Email Best Practice or Recipe for Disaster?

Digital B2B Marketing

You strive to improve the performance of your email marketing. You test exhaustively. You pore over every benchmark and research study. Subject lines, call to action, offer, design, images. You examine everything in your bid for more opens, more clicks, more leads and more sales. These recent statistics and anecdotes point to a clear way to increase email open and click rates, but read on before you decide to test these approaches.

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Every Business Function Needs BI. Am I Right? Or Course, I’m Right!

Elegant BI

Every Business Function Needs BI. Am I Right? Or Course, I’m Right! I’ve said it a hundred times: Corporate Performance Management (CPM) and Business Intelligence (BI) are critical to business success. You’re probably tired of my repeating this, but I’ll say it again. It doesn’t matter what your business function is, it is harder to be successful in today’s competitive business environment than it ever has been!

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Two Killer Google+ Mistakes

Digital B2B Marketing

Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. In short, it highlighted the drive by Google to make Google+ pervasive across other Google services. In one of the most telling quotes in the story, Bradley Horowitz, a VP at Google, says “The entry points to Google+ are many, and the integrations are more every day.” However, despite reaching 105.1 million global unique visits in October (via Comscore), Google+ is struggling to

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B2B Marketing, Shiny Objects and the REAL Million Dollar Question

Digital B2B Marketing

B2B marketing organizations in particular seem to be drawn to the newest shiny marketing object. Pinterest? Native Advertising ? The World Wide Web? Responsive Design? Inbound Marketing ? Before diving headfirst into an empty pool, yes, you need to take the time to determine if you should be diving in the first place. (No duh, you already knew that).