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Thinking › Issues ›

2015 Issue 1

IN THIS ISSUE

Think Socially


by David Moore

Insights

I’ve spent years developing marketing campaigns for B2B audiences in a variety of industries. In recent years, as social media in particular has become an increasingly important part of the mainstream marketing mix, I’ve noticed a reluctance on behalf of many B2B marketers to embrace this...

All Hail King Content


by John Melingagio

Public Relations, SEO

Content is king, and it remains the best way to build return on investment, show public relations’ value to the organization and express thought leadership in B2B marketing communications. But the phrase is a bit ironic. The quote, widely attributed to former Microsoft CEO and self-proclaimed...

Beneath the Surface of Google Analytics


by Nathan Anderson

Digital, Marketing Metrics

There are so many considerations to take into account when planning for the rollout of a new online campaign. Deciding on the upfront strategy, identifying the proper channels for reaching your audience, managing the content creation – it all commands significant attention. So much that...

The B2B Social Scene


by Kim Mickelsen

Customer Focus, Digital, Social Media

In a recent survey from Maxus, 70 percent of business people said B2B brands don’t do a good enough job of communicating with them online. And 86 percent were keen to see company news and content from suppliers on social media, as long as it was relevant. In other words, business audiences want...

Interview with a B2B Social Expert - Jay Gatz


by David Moore

Digital, Social Media

Jay Gatz is director of digital customer experience at Emerson – a global company comprised of five business segments: Process Management, Industrial Automation, Network Power, Climate Technologies, and Commercial and Residential Solutions. Emerson’s businesses are increasingly utilizing social...