Harnessing the power of synergy to drive marketing success is hardly a new concept. In fact, the concept goes back many decades. The Walt Disney Company, in particular, is often cited as a pioneer in creating a synergy-driven marketing advantage, licensing and cross-promoting properties across its vast network of movies, TV shows, toys, video games, …
The Role of Synergy in Content Marketing Success Read More »
Today, 90% of B2B marketers “agree” or “strongly agree” that unbiased third-party content assets are generally perceived to be more credible than company-branded content assets, which decision makers often view as little more than thinly-veiled marketing collateral. Moreover, 83% of marketers “agree” or “strongly agree” that unbiased third-party content assets generally produce higher-quality leads than …
The Advantages of Co-branded eBooks (in Any Language) Read More »
A snobby bunch of marketing services firms (including ours) have made it a habit to admonish marketers that rely on outbound marketing tactics like email blasts. Even worse than email blasts, they (we) say, are marketers that hire telemarketers to cold call prospects, based on their titles, industries or other firmographic data. These callers cajole …
Outbound Marketing Versus Inbound Marketing: It’s Not an Either/Or Proposition Read More »
It’s been a busy year of helping dozens of leading B2B solution providers meet their content marketing and lead generation goals and successfully grow their client rosters — in some cases, by orders of magnitude. As 2015 draws to a close, we’re gearing up for a new year in which we will broaden the scope …
We’re delighted to announce the soft launch of Starfleet Research, the IT market research arm for Starfleet Media. Going forward, most of our research-based reports and other content assets, including our popular Smart Decision Guides, will publish under the Starfleet Research moniker. Meanwhile, Starfleet Media will remain focused on delivering the next-generation lead generation services …
This month, Starfleet Media kicks off its webinar series on best practices in implementing new hospitality technologies. The first webinar, sponsored by Agilysys, is entitled “How Hotels, Resorts and Casinos are Winning with Next-Generation Hospitality Technology.” This groundbreaking session, which will take place October 20, will address how hotels, resorts and casinos can boost efficiency, …
According to our latest research findings, 89% of B2B companies invest in content marketing primarily to acquire new customers while only 34% do so primarily to retain existing customers. For 23% of companies, the objectives around acquisition and retention are perceived to be equally important when it comes to content marketing initiatives. The fact that …
Assessing the Primary Objectives for B2B Content Marketing Read More »
Sir Francis Bacon, the Renaissance-era statesman and philosopher, described “the scientific method” as the development of a hypothesis, the design of experiments to test it, the analysis of the results and the subsequent rethinking of the original thesis. He viewed it as “a light that would eventually disclose and bring into sight all that is …
Embracing the Scientific Method to Improve Content Marketing Campaign Results Read More »
Perhaps no benchmark metrics are of greater interest to marketers than those related to budgeting and spending. Every marketer wants to know how much money other marketers, particularly those whose companies are comparable in terms of industry, category and size, are allocating to different marketing activities. This is certainly true when it comes to B2B …
More Companies are Spending More Money on Content Marketing Read More »
Fact #1: Most B2B companies are intent on using content marketing to fill their sales pipelines with not only more leads but also better-quality leads. In fact, 86% of marketers seeking to improve lead quantity are also seeking to improve lead quality. Fact #2: Creating compelling content is hard. It’s no surprise, therefore, that almost …
Three Facts that B2B Content Marketers Should Keep in Mind Read More »
