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Today on Target Marketing

B-TO-B

  • The Power Punch

    Carolyn Goodman

    Mentoring: Give a Little, Get a Lot

    Carolyn Goodman | February 27, 2015

    Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though I no longer reside in my college town, I quickly volunteered to be a guinea pig for remote mentoring

  • Ruthless B-to-B Marketing

    Ruth P.  Stevens

    6 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them

    Ruth P. Stevens | February 03, 2015

    B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety of channels, and often provide us with conflicting information. Our legacy databases are not as robust as we need. New tools and technologies emerge and must be evaluated. It's a never-ending battle. To shed some light on B-to-B data problems, Bernice Grossman and I compiled a working list of problems and solutions. Here are some of the thorniest.

  • Social Media B2B

    5 B2B Social Media Lessons Cisco Learned in 2014

    January 20, 2015

    With 2014 officially behind us, it’s a perfect opportunity to reflect on the past and speculate on the future. At Cisco, we continue to explore how social media is used not only to generate awareness and buzz, but also to drive thought leadership, influence the customer journey and make a greater impact to the overall […]

  • ViewPoint — The Truth About Lead Generation

    When Bad Things Happen to Good Leads - Part 2

    February 26, 2015

    In part 1 of this series we discussed the troubling statistic that 70 – 94% of leads generated by marketing are ignored by sales. Part of the problem is the misuse of valuable data that results from marketing contact. The first type of data we’ll look at is what we call the “pipeline” disposition*. A “pipeline” disposition is a prospect that is just one or two touches away from being converted to a sales-ready lead.