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B2B Marketing Minute

Copyright: ℗ & © 2015 Arketi Group

Measurements that matter with the PR Measurement Queen Katie Paine

Tue, 07 Mar 2017 17:05:00 -0500

Putting on our analytics cap to ensure efforts contribute to the bottom line for clients, the Arketi team is embarking on a journey to better understand the metrics that matter most in B2B technology marketing. To do this, we’re speaking with some of the smartest industry experts measuring marketing and communications. To kick off our Measurements that Matter series, we spoke with Katie Delahaye Paine, best known as The Measurement Queen, to discuss measurements for PR.

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Optimizing headlines for search from Business Wire

Thu, 17 Nov 2016 09:13:00 -0500

​If a picture is worth a thousand words, how much more is a motion picture worth? That seems to be the thinking behind the rapid rise of video in B2B marketing. In fact, 4 out of 5 B2B marketers report success in using video as a marketing tool, and two-thirds of them say they plan to increase budgets for video. Here are eight types of compelling BtoB videos to consider.

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8 videos you meet in BtoB marketing

Fri, 11 Nov 2016 16:09:00 -0500

​If a picture is worth a thousand words, how much more is a motion picture worth? That seems to be the thinking behind the rapid rise of video in B2B marketing. In fact, 4 out of 5 B2B marketers report success in using video as a marketing tool, and two-thirds of them say they plan to increase budgets for video. Here are eight types of compelling BtoB videos to consider.

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Putting the "Y" back in marketing

Fri, 11 Nov 2016 16:05:00 -0500

At Arketi, we've started asking “why?” more. Why you ask? We believe this simple question has the power to make us, and our clients, better marketers. Just because something’s always been done one way, doesn’t mean it should continue to be. So let’s put the “why?” back in marketing, by reminding ourselves to question four commonly held assumptions.

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Corporate vs. agency

Fri, 11 Nov 2016 16:02:07 -0500

My name is Dan Earle and I’m a corporate marketer who now works at an agency. Wait what? How did this happen? I always thought I was destined to stay in the corporate marketing world, using my skills to grow a single brand into something amazing from the inside. How did I become that specialist “sitting on the other side of the table?” Check out my thoughts on the transition from corporate to agency.

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Open organization

Fri, 11 Nov 2016 15:51:11 -0500

​If I were to ask you, “how open is your organization?” odds are, you would immediately think of your office layout, right? But what if “open” is how you describe your office culture? At a recent Technology Executives Roundtable event, Jim Whitehurst, CEO of Red Hat, discussed his tips for building an open organization. Having left Delta for Red Hat, he pointed out the vast differences between both organizations.

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New marketing tech economy

Fri, 11 Nov 2016 15:45:00 -0500

At a recent Technology Executives Roundtable event, executives from four of Atlanta’s marketing tech companies — Arke Systems, Cardlytics, Insightpool and Salesfusion — came together to discuss marketing and sales today. Tune in to find out the key take-aways from their discussion.

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Predictive analytics

Fri, 11 Nov 2016 15:40:00 -0500

According to a survey of B2B marketers, the vast majority of leads never get past sales When performance is measured by revenue. One-third of marketers looking to find a way to make their leads better currently use some type of predictive analytics tool. Tune in to learn more.

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Media relations checklist

Thu, 01 Sep 2016 11:37:00 -0400

Whether you are fresh to the PR scene or a media relations veteran, pitching reporters can be one of the most trying aspects of your job. Why? Reporters are busy. While breaking through the clutter can seem almost impossible, Arketi outlines five ways to help you establish better relationships with reporters and transform your pitches into placements.

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5 Account-based marketing mistakes you’re probably making

Thu, 18 Aug 2016 14:52:00 -0400

Account-based marketing continues to be a hot topic among marketers. Whether account-based marketing is truly an innovative concept or just marketing’s latest shiny new toy, one thing is certain. It won’t deliver results if you don’t do it right. To help you implement a successful account-based marketing campaign, we’ve shared five critical mistakes to avoid.

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The Future of Search and PR

Fri, 06 Nov 2015 09:27:00 -0500

The web is constantly evolving, and the impact a website has can make all the difference to a discerning customer. After all, your website is the most significant place to share your brand’s story with an audience. It’s worthwhile to take a look at some Web design trends we think will continue well into 2015.

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7 Web Design Trends That Will Stick Around

Tue, 27 Jan 2015 13:51:00 -0500

The web is constantly evolving, and the impact a website has can make all the difference to a discerning customer. After all, your website is the most significant place to share your brand’s story with an audience. It’s worthwhile to take a look at some Web design trends we think will continue well into 2015.

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Your New Secret Weapon in SEO is PR

Thu, 08 Jan 2015 13:51:00 -0500

It’s widely known that Google is secretive about the algorithm it uses to rank web pages in search results – and understandably so. However, they recently filed a new patent titled US Patent application 8,682,892 that offers some encouraging clues to PR pros.

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How to Right Size Your Messaging Approach

Thu, 05 Jun 2014 13:51:00 -0400

While many BtoB marketers understand the importance of creating “sticky” messaging that resonates with customers and prospects, they may feel they don’t have sufficient time to develop solid messaging because of a real or perceived need to rush to market. Even with adequate time and budget, others struggle to use a message approach that best suits their company’s need to communicate effectively and drive sales.

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How to Give a Presentation in 9 Words

Thu, 05 Jun 2014 13:51:00 -0400

All communications professionals are called to give presentations from time to time, and for many, the prospect can be daunting. But it doesn’t have to be hard. The secret to a great presentation can be summed up in nine simple words.

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Who Needs an Agency?

Wed, 07 May 2014 13:51:00 -0400

We are often asked, “How do I know when I need an agency?” or “Do we have the right situation to hire an agency?” An agency can be a critical tool and resource to help your organization generate revenue. Of course, many executives come with their biases either for or against agencies, often based on past experience. Regardless, there are four questions you should ask yourself when trying to decide if you need an agency partner.

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Analyzing the Analysts

Thu, 12 Sep 2013 13:51:00 -0400

This hour-long, special edition of Arketi's B2B Marketing Minute features a recent Technology Executives Roundtable (TER) panel discussion, moderated by Principal Mike Neumeier, APR.

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The Need to Know of BtoB SEO

Mon, 22 Jul 2013 13:51:00 -0400

To understand BtoB SEO and execute search campaigns effectively, you need to know two things: the buyer cycle and the buyer.

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The State of Technology in Georgia

Fri, 07 Jun 2013 13:51:00 -0400

This hour-long, special edition of BtoB Marketing Minute features a recent Booth 61 interview with Arketi Principal Mike Neumeier, APR. He joins a host of influential members from Georgia's technology community, and together they discuss the state of the tech industry.

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Together We Did It: How Arketi Client Brickstream Broke Through at NRF

Fri, 26 Apr 2013 13:51:00 -0400

In November 2012, Brickstream asked Arketi Group to craft and execute a strategy to re-launch the 12-year-old company at the largest retail show in North America – NRF's Annual Convention & EXPO, otherwise known as "Retail's BIG Show."

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What You May Not Know About BtoB Tech Marketing in 2013

Mon, 25 Mar 2013 13:51:00 -0400

We compiled the findings from the sixth annual Technology CMO Roundtable into a must-read white paper for BtoB tech marketers.

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Rewarding – and Awarding – PR and Marketing Tips

Thu, 21 Feb 2013 13:51:00 -0500

Upon reflection of our recent PRSA Georgia Phoenix Award wins, we’ve distilled seven learnings that may be of interest to BtoB marketers.

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A Few Lead Nurture Resolutions

Mon, 21 Jan 2013 13:51:00 -0500

The new year is here, and now is the perfect time for marketers to make (and start on) a few New Year’s resolutions related to optimizing lead nurturing efforts.

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The Personal Path to Customer Connections

Fri, 21 Dec 2012 13:51:00 -0500

Despite cuts in travel budgets and fewer mega industry conferences, respondents still prefer personal connections over technology touch points.

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Best of the B2B Marketing News Blog

Mon, 26 Nov 2012 13:51:00 -0500

Earlier this year, Arketi’s B2B Marketing News was named a best B2B blog of 2012 in The Best of BuyerZone series.

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Bulletproof Your Marketing Budget

Wed, 17 Oct 2012 13:51:00 -0400

The key to bulletproofing a budget is to let metrics drive the conversation, using a return on investment model that demonstrates the dollar value of marketing.

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Stop Pitching. Start Listening.

Mon, 17 Sep 2012 13:51:00 -0400

Media relations is key to the overall success of your marketing strategy, but if you’re like most companies, you’d like more success.

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10 Must-Haves for a Buyer-Centric BtoB Website

Thu, 09 Aug 2012 13:51:00 -0400

Your company’s website is its face to the world. It’s the first place anyone, and most everyone, goes to understand who you are and what you do.

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Summer Fling: Apps to help you get away

Wed, 25 Jul 2012 13:51:00 -0400

These days, there is a mobile app for everything. While some enhance productivity and advance our professional endeavors, others are enjoyed purely for their entertainment value. Listen to find out the top 10 apps for this summer.

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Big Data: Big opportunity or big headache?

Tue, 12 Jun 2012 13:51:00 -0400

Marketers have long dreamed of having accurate information about customers and prospects. With today’s social media, CRM, ERP and new tools for data collection, what was once a hard-to-find trickle of customer data has become a torrent of information. Companies are asking themselves how they can effectively manage the increasing volume and complexity of the data stream.

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From Buyers to Believers

Thu, 10 May 2012 13:51:00 -0400

Across almost every industry, new customers cost more than old ones – so customer satisfaction, as a means to retention, is “job one” for most businesses. In recent years, the stakes have grown even higher as economic conditions and the growth of social media have given customer opinions more significance. Today, Facebook, Twitter and LinkedIn make it easy for a customer to share a positive or negative brand story with hundreds or thousands of people as quickly as one can hit the submit button. If customer retention is a goal, then customer advocacy – turning buyers into believers – is essential.

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Stop Selling. Start Listening.

Sat, 31 Mar 2012 13:51:00 -0400

It’s time to stop selling and start listening. This is a way of thinking that places buyers at the center of all marketing priorities. Understanding what buyers care about, how they make their decisions, and how they want to receive information, makes marketing about them, not about us. This isn't about doing more – or even about doing less. It's about doing what matters. And since most of us are being asked to stretch our resources ever further, focusing on what’s important is more important than ever.

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The Outlook for BtoB Tech Marketing in 2012

Tue, 27 Mar 2012 13:51:00 -0400

Arketi’s fifth annual Atlanta High-Tech CMO Roundtable and the first such Roundtable for the Raleigh-Durham area featured marketing and PR executives from leading technology companies throughout the Southeast. The collection of top marketing and PR minds gathered to discuss the current and future state of BtoB marketing, and five common themes emerged.

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Could Your Writing Stand to Lose a Few Pounds?

Fri, 17 Feb 2012 13:51:00 -0500

The holiday season is full of family, friends, fun and food. If you’re like us, that homemade pie was just too tempting to resist a slice… or two. Now, as the new year starts, we notice our waistlines seem a little fuller, our motivation kicks in, and we make resolutions to drop the added weight. Instead of trying to lose your love handles, shed some pounds elsewhere – your writing. No sweating is required (we promise!) and this is a resolution that you can actually see through the end of the year.

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Tips for Powerful Quotes That Get Noticed

Wed, 18 Jan 2012 13:51:00 -0500

News release quotes are often the most underutilized communications tool at a PR professional’s disposal. Quotes in releases have determined company policies, influenced political decisions and inspired strategic vision.

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The Marketing Dream: Make it hard for them to leave

Mon, 17 Oct 2011 13:51:00 -0400

A recent article on a BtoB Marketing website titled “Facebook user satisfaction dips; could face user exodus,” reports that the online service’s customer satisfaction has hit an all-time low. In fact, half of those questioned in an informal poll were prepared to abandon the social network in favor of Google+. Isn’t that one of our dreams as marketers? Have the switching costs be so high, that folks would rather stay with you than go through the pain of moving?

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2011 Arketi Web Watch Survey

Thu, 22 Sep 2011 13:51:00 -0400

The 2011 Arketi Web Watch Survey: Inside BtoB Media Usage of Social Media is hot off the press and reveals BtoB media continue to have a rich appetite for using social media tools. This year's survey found that 92 percent of journalists have a LinkedIn account, an increase from 85 percent from the 2009 survey. Find out where journalists are getting their story ideas and which channels you can utilize to engage with target audiences.

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Making Email Newsletters Work Better

Sun, 21 Aug 2011 13:51:00 -0400

The email newsletter has become a mainstay of every BtoB marketing mix. But as the novelty of getting a newsletter in one’s inbox has worn off, open rates and clickthroughs have declined. Much of this can be remedied by making the enewsletter more relevant, targeted and just plain interesting. In parallel to content and segmentation efforts, enewsletter design can also be tweaked to yield better results by keeping 4 key points in mind.

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Is It Time to Say Good Bye?

Sun, 21 Aug 2011 13:51:00 -0400

As BtoB marketers, we know what follows flies in the face of all that’s instinctive. But the time has come for all of us to confront a tough reality – some of our prospect relationships just aren’t working anymore. And it may be time to turn these prospects loose.

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Behind the Scenes with IT Marketing World Founder, Jim Novy

Sun, 08 May 2011 13:51:00 -0400

Arketi interviewed Jim Novy, founder of IT Marketing World, to discuss the growing online community made up of the best and brightest information technology marketing and PR professionals. The online community is committed to establishing and refining industry best practices for communications professionals working in technology organizations.

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Content Creator or Content Curator?

Sun, 24 Apr 2011 13:51:00 -0400

Did you know that 90 percent of BtoB organizations are now engaged in content marketing? In addition, more than a quarter of a BtoB organization’s marketing budget this year alone will be spent on content marketing. WOW!

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Mobile Apps for BtoB Tech Marketers

Sun, 20 Mar 2011 13:51:00 -0400

As the numbers of mobile device users continue to increase, so does the amount of people who rely on mobile apps on a regular basis. After reading an entertaining article in Lexusmagazine on the top mobile apps for Lexus owners, it got us thinking, “What are the top apps for BtoB technology marketers?” After posing this question to the Arketi team, we discuss five of our Top 10 mobile apps.

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The Outlook for BtoB Tech Marketing in 2011

Thu, 17 Feb 2011 13:51:00 -0500

Arketi’s fourth annual Atlanta High-Tech CMO Roundtable featured marketing and PR executives from leading technology companies throughout the Southeast. The collection of top marketing and PR minds gathered to discuss the current and future state of BtoB marketing, and four common themes emerged.

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The Role of Collateral in a Digital Age

Mon, 22 Nov 2010 13:51:00 -0500

In today’s marketing world, “print collateral” is a deceptive term. To meet the demands of today’s digital world, collateral pieces must translate beyond print and into digital formats. This new definition has resulted in marketers shifting design philosophy to remain effective in all media and accommodate the widest audience possible.

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Building a Successful Speakers Bureau

Mon, 13 Sep 2010 13:51:00 -0400

Every executive wants to see the words “Industry Expert” in front of his or her name. In the quest for thought leadership, the speaker circuit can drive both brand awareness and lead generation—if executed strategically. Arketi believes there are five main elements to building a successful speakers bureau.

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Lights… Camera… BtoB Marketing Success!

Mon, 12 Jul 2010 13:51:00 -0400

Over the past year, the use of video marketing has rapidly increased. Researchers have found that half of Internet users watch videos at least weekly and three-quarters watch professionally-produced online videos regularly. Arketi believes there are five main elements to effective BtoB videos.

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A New Revolution in Content Management Systems

Mon, 14 Jun 2010 13:51:00 -0400

One of Arketi Group’s digital designers, Charles, shares his musings from the MODxpo 2010 in Dallas, a two-day conference to discuss the hottest and most advanced content management system (CMS). This is a quick dive into how the next-generation of CMS tools “helps even regular individuals manage content on their websites simply, quickly and intuitively.”

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Recapturing Lost Leads

Mon, 10 May 2010 13:51:00 -0400

At Arketi, we recommend applying the principals of nurture marketing to recapture unfulfilled sales through strategic communications and continual outreach. Before lead nurturing can occur for an unfulfilled lead, you must identify why it was “lost” in the first place. Recognizing when and why a lead moved on from your company is critical to knowing how to best reach out to them in the future.

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Three-Dimensional Content Mapping

Mon, 12 Apr 2010 13:51:00 -0400

Recent industry studies have indicated that BtoB companies will invest as much as one-third of their total marketing budgets in developing lead nurturing content. While this may be a smart investment, many companies will not reap the rewards due to the absence of a comprehensive content strategy. Three-dimensional content mapping, as the name suggests, consists of three different strategic components.

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Common Mistakes in Business Writing

Mon, 15 Mar 2010 13:51:00 -0400

As more BtoB companies begin ramping up their content marketing efforts, the role of clear, well-structured writing has never been greater. While grammatically correct writing is a start, copy that is direct and compelling is just as important in today’s attention-challenged, time-sensitive marketing world. Arketi Group highlights three common mistakes in business writing that plague even the best of us.

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The Outlook for BtoB Tech Marketing in 2010

Mon, 15 Feb 2010 13:51:00 -0500

Arketi’s third annual Atlanta High-Tech CMO Roundtable featured marketing executives from leading technology companies throughout the Southeast. The collection of top marketing minds gathered to discuss the current and future state of BtoB marketing, and a handful of themes emerged.

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