Articles
Almost all B2B technology marketers use content marketing, but only 30 percent rate their programs as effective or meeting overall objectives. That's the word from the Cleveland, Ohio-based Content Marketing Institute (CMI), which released a new report on content marketing today.
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B2B marketers need to measure if people see their ads. Naturally, right? Industry insiders refer to this as "viewability." Google cares a lot about this. So should B2B marketers, said Elizabeth Harz, president of media at ADARA, a digital advertising platform based in Mountain View, Calif.
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We have some good news, and some bad news. Your website is the top source of new sales leads -- second only to personal connections and referrals, and more than seven times more effective than social media. However, your website still underperforms in terms of lead generation.
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