Strategies for Effective Online Brand Management

Posted by Russ Gallant on 20 October 2011 | 0 Comments

Tags: Branding, strategy, online marketing

Many B2B companies may believe the only path to success is to focus on generating leads and making the sale. A commitment to online branding is an often overlooked or underfunded initiative, deemed not essential to marketers who live and die by their sales performance. But this approach can be shortsighted. Brand building plays a critical role in your business strategy, ensuring the business remains brand-focused and customer-focused to achieve profitability.

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Marketing Automation: How to Avoid Disappointment with your Implementation

Posted by Russ Gallant on 5 July 2011 | 1 Comments

Tags: lead generation, lead nurturing, marketing automation, sales automation, CRM, lead scoring, content marketing

It hasn't been too long since the business model for generating sales leads was to begin with a name, an address and a phone number and then start sending marketing messages to them. This approach counted on interrupting the prospect so you could deliver your compelling and captivating message and stop them in their tracks. But this time-tested approach has proven less successful in the web 2.0 world.

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Measuring Marketing Results – Start with these 3 Key Steps

Posted by Larry Garfield on 17 May 2011 | 0 Comments

Tags: digital marketing, engagement, leads, metrics, strategy, tactics

There's no bigger issue today in marketing communications than Measuring Performance. Understanding the tangible value of marketing — and how it is driving results — can make or break a marketing program, and the potential growth of a brand.

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10 Online Video Marketing Tips every B2B Marketer should know – Part Two

Posted by Russ Gallant on 28 April 2011 | 2 Comments

Tags: online video, b2b, strategy, thought-leadership, marketing, storytelling, engagement, tips, viewers, practices, tactics, youtube players, viral presentation

In Part One of the 10 Online Video Marketing Tips every B2B Marketer Should Know we focused on the content and strategy choices you need to make to ensure your B2B video marketing efforts are as successful as possible. In this segment we're focusing on production and post-production considerations that will ensure your videos reach and engage the right audience.

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10 Online Video Marketing Tips every B2B Marketer should know – Part One

Posted by Russ Gallant on 20 April 2011 | 1 Comments

Tags: online video, b2b, strategy, thought-leadership, marketing, storytelling, engagement, tips, viewers, practices, tactics, youtube players, viral presentation

You're probably reading this now because you've decided to extend your B2B marketing and thought-leadership activities into the video arena. Smart move. Online video marketing is a super effective medium for B2B marketing because of the role it can play in educating your audience while simultaneously creating interest in your products and services. Great online video is engaging and persuasive, and brings your benefit-driven stories to life. Part One focuses on the content and strategy choices you need to make to ensure your B2B video marketing efforts are as successful as possible. Part Two will focus on production and post-production considerations that will ensure your videos reach and engage the right audience.

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Five Ways to Deploy QR Codes for Your Marketing Program

Posted by David Snyder on 11 April 2011 | 2 Comments

Tags: QR codes, Digital Marketing

Over the past few weeks, we have received an increase of questions from our clients and partners regarding the use of QR codes. We also have seen an increase in their use both online and offline, so we wanted to share our viewpoint and what we have been seeing in the space.

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Introducing The Lab.

Posted by Larry Garfield on 6 October 2009 | 2 Comments

Tags: B2B, marketing, branding, life sciences, technology, Garfield Group News

An idea exchange for those passionate about building great technology, life sciences and B2B brands.

As you know, in the past few years, marketing has undergone a fundamental transformation. Prospects are harder to reach.  Sales cycles are longer.  And budgets are tighter than ever.

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