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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Cross Channel Marketing

Cross Channel Marketing

Four Ways to Win at New School Marketing

Last month I had the privilege of presenting at the Online Retailer Conference and Ecommerce Expo in Sydney. The conference is regarded as a premier event for...

Last month I had the privilege of presenting at the Online Retailer Conference and Ecommerce Expo in Sydney. The conference is regarded as a premier event for online retailers in Australia and New Zealand and covers all things digital and retail. My presentation focused on the things that we see as differentiating factors in businesses that succeed and thrive in the New School Marketing environment and what sorts of opportunities this environment presents. The four areas I...

Cross Channel Marketing

Breaking Through the Barriers to Marketing Automation Success

Please note: Divya Gupta, Director of Customer Success at Responsys, also contributed to this post In today's challenging economic climate, the marketing...

Please note: Divya Gupta, Director of Customer Success at Responsys, also contributed to this post In today's challenging economic climate, the marketing function needs to prove its value more than ever. However, in many organizations, the power of marketing automation still remains an untapped stream of revenue and opportunity, in spite of the proven results that campaign automation can increase ROI. Too often we come across businesses facing challenges that impede their...

Cross Channel Marketing

Why B2C and B2B Marketers Both Watch the Automotive Industry

General Motors made big news this week when they said – just ahead of Facebook’s big IPO – that they were taking their $10 million budget for Facebook ads...

General Motors made big news this week when they said – just ahead of Facebook’s big IPO – that they were taking their $10 million budget for Facebook ads elsewhere. It wasn’t all that long ago that Ford captured the marketing world by surprise when it announced it would dump the Super Bowl for more social media. Interestingly, these moves seem to capture the attention of both B2C and B2B marketers. Whether your trips to the water cooler are inside the walls of a...

Cross Channel Marketing

How 3 Global Marketers Are Approaching Mobile

As you'd suspect, social media and the fast proliferation of apps were hot topics at  Eloqua Experience Europe this week. But global marketers had another...

As you'd suspect, social media and the fast proliferation of apps were hot topics at  Eloqua Experience Europe this week. But global marketers had another concern on their minds: mobile. As the event's keynote speaker, David Meerman Scott, noted: there are more mobile communication devices than toothbrushes in the world? Clearly, globally-minded marketers can't afford to sit mobile out. So we asked a few how they are making their marketing more mobile. For Eytan Abrahams,...

Cross Channel Marketing

The Consumerization of the Enterprise App

This week tech companies from the around the globe plan to show off the latest gadgets at the Consumer Electronic Show (CES) in Las Vegas. Thousands gather for...

This week tech companies from the around the globe plan to show off the latest gadgets at the Consumer Electronic Show (CES) in Las Vegas. Thousands gather for a first look at what might be the “next big thing.” Consumer devices and apps that take off typically do something novel. But novelty is rarely enough. They also need to provide an intuitive, rich and even fun user experience. Those same qualities are now making their way into enterprise apps. Professionals expect the...

Cross Channel Marketing

Chart: Groupon, LinkedIn & The Blurring of B2C and B2B Marketing

Groupon’s IPO rocked the market on Friday (2nd largest tech IPO since Google) raising over $700 million, just on the heels of LinkedIn’s IPO success a few...

Groupon’s IPO rocked the market on Friday (2nd largest tech IPO since Google) raising over $700 million, just on the heels of LinkedIn’s IPO success a few months ago (3rd largest since Google).  Both companies cater simultaneously to consumers (B2C) and businesses (B2B). It occurred to me it would be interesting to see how online activity, or digital body language, differs between companies that are either B2B or B2C. Traditionally one would think that a pure B2C company...

Content Marketing

5 Reasons Thought Leadership Marketing Matters

The more than 1,000 sales and marketing pros heading to Eloqua Experience tomorrow are in for an insightful mix of best practices and big picture strategies....

The more than 1,000 sales and marketing pros heading to Eloqua Experience tomorrow are in for an insightful mix of best practices and big picture strategies. And of those people delivering a big picture talk will be Jeff Ernst, principal analyst at Forrester Research. Ernst delivers counsel to CMOs and top marketers. He’s popped up on our blog before to explain why storytelling matters for B2B marketing. He’s shown how social marketing can go big. At Eloqua Experience, Ernst...

Cross Channel Marketing

5 Reasons Face-to-Face Events Still Rule in Europe

The rumors of the physical event’s demise are greatly exaggerated. At least in Europe. Sure, we’ve seen a shift in event marketing strategy away from the ‘big...

The rumors of the physical event’s demise are greatly exaggerated. At least in Europe. Sure, we’ve seen a shift in event marketing strategy away from the ‘big shows’ in Europe. And there’s no doubt that virtual events are gaining traction. But we’ve also seen a proliferation of more targeted events focused on specific verticals or solutions in most countries.  As you build out an event marketing strategy consider these 5 reasons why face-to-face events still rule in Europe....

Cross Channel Marketing

8 Elements to Successfully Scaling Your Global Social Media Strategy

No social media strategy, if done thoughtfully, is easy. But when you have to scale across a global enterprise, taking into account multiple product lines,...

No social media strategy, if done thoughtfully, is easy. But when you have to scale across a global enterprise, taking into account multiple product lines, services and the various different types of customers and prospects – well, things can get really complicated. Luckily for all of us, we have the advice Ekaterina Walter and Bryan Rhoads, both members of Intel’s Social Media Center of Excellence. The duo penned a chapter in our highly popular Social Media ProBook that’s so...

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