B2B Marketing

Interim CMO Work for Kampyle

Last year, I spent 4 months working as Kampyle’s Interim CMO on a virtual basis.  Kampyle is based in Israel and is the first place to put little orange buttons that say “Give Feedback” on top of websites, thus originating the customer satisfaction category. Ori Soen, Kampyle’s new CEO, came to me with a request to help […]

Why You (Still) Need An SEO Strategy (And What to Do About It)

Now that 100% of content from Google comes in as “referrer not provided” some people I talk to seem to think that an SEO strategy is no longer needed. Say it isn’t so! Today a SEO strategy looks a lot like a content strategy … and yes … you need one desperately. Why? Because unless […]

True Confessions from a David Raab Groupie

I have a confession to make. I’ve been following the writing of David Raab, author of the Customer Experience Matrix blog since the late1990s. At the time, David was one of the few analysts covering marketing analytics, a topic that has always fascinated me. For those of you who don’t know David, he is the […]

How much is that puppy in the window? CPLs for business-to-business

Now that I have your attention, here’s my real question. How much should you be spending to create a lead in business-to-business? How Much Should Leads Cost? When asked how much a lead should cost, marketers will respond in wildly varying ways, and part of that has to do with the type of business they […]

Is Your Website Built For The ‘Three Screens’?

Investing in a website that is optimized for tablet, smartphone, and “traditional” computers (PC, Mac) is a business decision that many B2B marketers are neglecting to a fault. Whether it is the high costs associated with such project or lack of interest, many B2B marketers are simply choosing to miss out on lead generation opportunities […]

6 Steps To Mobile Optimization for B2B Marketers

Often we hear that responsive design and mobile optimization in general is a must do for B2C marketers but unnecessary for B2B marketers. The thinking goes something like this: people buying for business purposes, as opposed to shopping for themselves, mainly search out products and services during work hours, when they have a desktop computer […]

For B2Bs & SMBs, The Oscar For “Best Social Medium” Goes To Twitter

Recently a friend of mine had to downsize her business and in the process she lost her social media intern. She shrugged it off by saying – it’s not as if Twitter drives new business. On the contrary! According to a recent study completed by Optify – one of our strategic partners here at Open […]

Native Advertising: The Good, The Bad, and The Ugly

Actually, the news is not all bad. First lets define what native advertising is. Native advertising is defined as advertising that appears to be native to the media that spawned it. Banner ads are not native to websites – they are intended to interrupt the flow of your interaction with that website. Mashable ran a […]

The Contentious State of Business-to-Business Content Marketing According to Marketo

Marketo recently produced an infographic that talks about “the contentious state of content marketing” among B2B marketers. The data is pulled from the latest content marketing study conducted by MarketingProfs and the Content Marketing Institute. We don’t think the state is contentious so much as misunderstood. Content Marketing is a relatively new field and too […]

That Sound You hear? It’s Not Holiday Bells. It’s The Dangerous Sound of Money Being Wasted on PPC Ads

More and more of our clients are asking us about pay-per-click advertising – sometimes called “SEM” – and where it fits into their inbound marketing + content marketing plans. For us, this is a little like the holiday bells in “It’s a Wonderful Life”. Instead of hearing an angel getting its wings visualize hearing the […]

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