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Marketing Strategies

Marketing Strategies

Study Reveals How B2B Marketers Can Drive Standard Operating Innovation

ATLANTA, Feb. 27, 2015 –A new study, “The Pursuit of Standard Operating Innovation,” was released today and examines how marketing innovation drives real value for companies by impacting every part of the enterprise. Conducted in the fourth quarter of 2014, the survey was administered to B2B marketers at a “manager” level or above with an average company revenue of more than $250M. More than 320 valid responses were collected and analyzed in an effort to understand the role marketers should…

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Marketing Strategies Technology

Mobile is the Choice of the Consumer

Ubiquitous access to the Internet has forever changed consumer behavior. Brands can no longer expect that their desktop experiences will satisfy, or that they will even be accessed from the desktop. One thing that brands can count on is that mobile platforms will be the primary driver of consumption moving forward. The mobile device is no longer just for voice or email, rather it is the consumer’s constant companion; delivering entertainment, news, social interactions, personal management, health advice, etc. As consumers increasingly turn toward mobile as their primary source of information and interaction, brands…

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Marketing Strategies

Forrester: Agency Partnerships Speed The Innovation Journey

Why Read This Report Over the past 24 months, CMOs have started to dedicate more resources to marketing innovation in the form of budget, talent, and labs. In addition to internal efforts, CMOs also lean on agencies to provide outside expertise, experience, and insights to help shepherd the innovation process along. Innovation agencies have developed new innovation processes, talent management, and labs that enhance their ability to help clients accelerate their efforts. This report identifies examples of successful agency and…

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Marketing Strategies

A Reinvention of B2B Marketing: The Impact of Partnership on Enterprise Growth

Large B2B marketing organizations are evolving to address market challenges, competitive threats and changing consumer behavior. This study examines the status of Marketing’s reinvention and finds a surprisingly uneven commitment to creating real change. Executive Summary Business-to-Business (B2B) companies recognize that an evolution in marketing is necessary to adapt to today’s external forces. This study, jointly conducted by Sparks Grove and Econsultancy, identifies four distinct types of B2B companies. The four types are defined by Marketing’s functional responsibilities and Marketing’s relationship with Sales. Within this continuum we see the Sales…

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