Marketing tactics have evolved from a creativity-driven, “push” approach to a customer-driven “pull” paradigm. Buyers are not just passively consuming marketing messages—they are commenting, creating their own blogs and responding in ways that marketers cannot control. While this creates challenges for marketers who once had the stage to themselves, it

We wonder if Brad received a lot of calls... #BADMarketing. Image: Courtesy of unbounce

How efficient is your B2B content marketing strategy? Seriously - take the time to ask yourself this and really think about. Here's why: "April 2015 research by Gleanster in association with Kapost found that, due to poor management and arduous processes, US B2Bs spent a total of $958 million annually

The volume and speed of marketing tactics and technologies that the modern marketer needs to stay on top of is pretty staggering. It can be a real challenge to keep track of this complex universe and still keep moving the needle. “How do you start to tie together very deliberately

Relationship success isn't just for finding and keeping your significant other and making it down the aisle. The secrets to successful personal relationships can also be applied to maintaining successful business relationships. And there's no stronger potential "couple" than Sales and Marketing. Pardot created a Little Black Book of relationship

“If this was B2C you might just look at, ‘Well, I had a great ad and the customer went to the store and I had a very good retail associate that helped close the deal.’ B2B doesn’t work that way.” So says Wayne Morris, the Corporate Vice President of Marketing

Content marketing and native advertising growth it set to outpace other marketing tactics over the next two years. "But first, marketers will have to deal with hurdles involving efficiency, measurement and targeting, which the rise of automated marketing technology (martech) could help resolve." Some of the barriers preventing marketers from

We know the French do things differently but there's something very wrong about this photo previously featured on the website and catalog of La Redoute, a French fashion chain (once you see it, you won't be able to un-see it). #BADMarketing Image: Courtesy of Adweek

Google announced recently that mobile traffic has officially surpassed desktop traffic. This presents no small challenge to marketers, who now must consider user engagement across desktop, mobile and mobile app platforms, each with their own behavioral attributes. The response, says Jason Bunge, Vice President of Marketing, Analytics and Partnerships at

While many demand generation experts focus on things like targeting the right audience and developing an appropriate offer for that audience, this is only part of the equation for what’s needed to really succeed with demand gen. Here are four critical steps that contribute to the success of demand generation.