News and Views on B2B Marketing and PR
Get up to speed with the latest technology marketing products and services. What works, what doesn't, what's new, what's now, and how to put it all into practice.
Core is Arketi Group's newsletter, offering news, nuggets and information on best practices in business-to-business marketing.
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In many ways, B2B marketing is a lot like ice hockey. Forget about the pads, helmets and skates. Thriving marketers and PR pros agree with the advice of Canadian ice hockey legend Wayne Gretzky, whose father Walter once told him: “Don’t skate to where the puck is – skate to where it’s going to be.”
What a way to start 2019! Success from the past 12 months – and a little downtime over the holiday – has invigorated the Arketi team as we kick off the new year. We can’t wait to keep the momentum going – in fact we haven’t – as we build new and existing relationships and anticipate future success together.
Click on the present to see some of the Arketi team’s favorite holiday moments and memories.
As the world goes digital, businesses that used to handle lots of sensitive paper records – from doctors’ offices and attorneys to insurance agents and mortgage brokers – are now grappling with how to manage, protect, and when necessary, destroy digital records instead.
Cybercriminals are constantly developing new tactics, attempting to stay one step ahead of banks’ detection and defenses.
In today's healthcare environment, patients increasingly behave like consumers, “shopping around” and picking and choosing between providers and hospitals.
Mainframes may be perceived by many as old technology, but they still power everything from banks to airlines to power plants. But today, these computing workhorses must interact with newer technology, such as web and mobile apps.
From Amex to Zendesk, there are hundreds of technology vendors vying for the minds – and wallets – of entrepreneurs looking to grow their businesses. Cox Communications is well known for its high speed internet and cable TV services in 18 states nationwide, but this big brand presence at times overshadows its Cox Business division, which provides a variety of services from broadband and phone to physical security systems for 350,000 SMBs in these same markets.
In business, risk is everywhere – employee health and safety, compliance, taxes, vendor management – and the list continues to grow. Riskonnect helps company leadership understand and manage risk across the enterprise, and has become a trusted resource for many of the Fortune 500. But with numerous competitors and new risks flooding the market, Riskonnect realized it needed to position itself as more than a point solution – to become the face of integrated risk management.
There’s no shortage of small business technology experts doling out advice to aspiring entrepreneurs. NCR Silver, the small business division of point-of-sale giant NCR, recognized that its president, Chris Poelma, had a unique background and expertise that would set him apart from the crowd.
When software developers need to ensure their apps and websites perform flawlessly on every kind of mobile device, they turn to Mobile Labs’ best-in-class mobile testing and development solution.
When software developers need to ensure their apps and websites perform flawlessly on every kind of mobile device, they turn to Mobile Labs’ best-in-class mobile testing and development solution.
The winter holidays are upon us! That means friends, family, gifts, and of course great food! So dive on in and check out Arketi’s favorite winter recipes. We’ve got appetizers, sides, main courses and of course desserts.
Measurements That Matter: Communication Andy Hilton of ADP shares how to make sense of the wide range of channels used to market to prospects and to measure the success of a campaign.
The Best Marketing Communication Measurements and Methods Marketers work at a breakneck pace today. With thousands of communication measurement tools and hundreds of data points to analyze, it can be hard just to find a starting point, let alone uncover any meaningful insights. If only someone could simplify the task!
Marketing Measurements That Matter: Website You’ve poured time, money and very likely blood, sweat and tears into your new website… now, how do you know it’s delivering? Google Analytics is packed with metrics – more than 200 – so how does one decide which ones to focus on?
Marketing Measurements That Matter: FinTech Today corporate marketers have access to more data, information and insights than ever before. All this Big Data should help us measure marketing in ways previously not possible. Let's learn the measurements that matter to Equifax Vice President of Solutions Marketing Laurie Hood.
Measurements That Matter: Social Media Let’s get it on social. Stand up a social campaign. What’s going on with our social? These days to say #ItIsAllAboutSocial is no stretch. So, what measurements really matter to communications teams when talking social?
At Arketi, there's nothing we love more than delicious food and refreshing drinks — especially in the summertime… and we’re pretty sure we’re not alone.
Measurements That Matter: Demand Generation In a sea of demand generation metrics and measurements, how do you know which are critical to success – and which will just get in the way? We spent some time with Jen Horton, vice president and group director of demand services at SiriusDecisions, to get her unique perspective on sorting out the confusion.
Measurements That Matter: SEO Should you care about keyword rankings or backlinks? What about engagement metrics? How do you know what to measure during your SEO campaigns? We interviewed the one and only Rand Fishkin, founder of Moz and SEO guru, to find out what he thinks are the measurements that matter for search.
Measurements That Matter: Content Marketing Today, more than ever, marketing teams are being held accountable for delivering business results. Continuing our Measurements that Matter series, we recently chatted with Michael Brenner, a best-selling author, keynote speaker and CEO of Marketing Insider Group, to discuss why and how to measure the impact of content marketing.
Measurements That Matter: Public Relations To kick off our Measurements that Matter series, we spoke with Katie Delahaye Paine, best known as The Measurement Queen, to discuss what measurements are most important for PR, how to measure them and even some tips and tools to try out.
Think back to what your world looked like just a decade ago. The iPhone was still a super-secret project at Apple’s Cupertino headquarters, Facebook was only three years old and Twitter was just preparing for its official launch.
From “Rockin’ Around the Christmas Tree” to the “The Little Drummer Boy,” it’s time to “Deck the Halls” as you rock out to our all-time holiday tunes.
Quantity vs. quality – when it comes to leads, most Sales teams will say they want both. So what do you do when your paid search campaign is driving low quality leads that don’t convert to customers? That was the challenge UL EHS Sustainability had been grappling with when they engaged Arketi Group.
If the last time you updated your corporate messaging, “Gangnam Style” was topping the charts, your customers may be turned off by what’s likely a stale message. Customer concerns, needs and attitudes are always evolving. And if you’re not keeping up then you’re falling behind.
In 2015, HighJump Software was in the midst of a successful growth-by-acquisition strategy. However, the acquisitions left the global supply chain software provider with multiple brands and websites, and a less than coordinated global market identity.
Summer is in full swing, filled with road trips, beach getaways and lazy Sundays, kick back with the Arketi team’s favorite summer reading picks for the communications pro. From tried-and-true classics to new releases, there’s sure to be something to pique your interest. Each recommendation is guaranteed to show you something new about businesses, without feeling like work.
Whether you are fresh to the PR scene or a media relations veteran, pitching reporters can be one of the most trying aspects of your job. Why? Reporters are busy. In fact, Cision estimates reporters receive between 80 and 100 pitches per day (and you thought you had inbox overload!). While breaking through the clutter can seem almost impossible, Arketi outlines five ways to help you establish better relationships with reporters and transform your pitches into placements.
Millennials are now the largest generational group in America’s workforce. This milestone got us thinking, how much is this changing of the generations affecting B2B buying process?
Whether account-based marketing a truly innovative concept or just marketing's latest shiny new toy, one thing is for sure. It won't deliver results if you don't do it right.
It's too soon to declare 2016 the year of anything in particular. Instead, we asked 18 leading B2B marketers to share their thoughts on the trends, tactics and tools to watch for. The weather reports may look dull, but the marketing forecast appears bright!
If a picture is worth a thousand words, how much more is a motion picture worth? That seems to be the thinking behind the rapid rise of video in B2B marketing. To help ensure success in your next video project, we’ve outlined 8 types of B2B videos you should be using – plus a few tips to ensure your project goes smoothly.
Let’s face it: document storage isn’t exactly sexy. But as the volume of business data grows exponentially, physical and electronic records management is a concern that can’t be ignored. Recall enlisted Arketi Group to help position itself as an educator and trusted advisor. And the effort paid off, generating $290,000 in sales pipeline from a single webinar alone.
With the typical B2B researcher performing 12 online searches before engaging with a brand, search and PR are on a collision course. To ensure that collision results in collaboration rather than recrimination, here are four things worth considering...
For technology providers selling to small businesses, generating media buzz in a crowded market can be challenging. NCR Small Business turned to Arketi Group to help them build awareness and draw more prospects into the funnel. (Spoiler: it worked out pretty well.)
Whether you’re on the go, headed to the beach or wrapping up the final volume in your favorite series, a good book can help you escape the mundane work week. To add to your current book list, we asked the Arketi team to share some of their favorite reads. From biographies to thrillers, there’s something for everyone. Perhaps a few of these best-selling business books and engaging novels will make it onto your summer reading selection.
How do you build a brand for a newly-renamed company when many of its products have better-known names than their parent? Here’s how Aptean and Arketi brought order to chaos – and $21 million to the funnel.
The Arketi team has started asking “why?” more. It’s not that we’ve regressed back to our toddler days. Rather, we believe this simple question has the power to make all of us better marketers.
Online search lets scrappy startups be found by new customers as easily as established providers. Which sounds great – unless you’re the established provider.
Every year, we like to kick off Halloween with a little healthy competition – otherwise known as the Annual Arketi Pumpkin Carving Contest.
The web is constantly evolving, and the impact a website has can make all the difference to a discerning customer. After all, your website is the most significant place to share your brand’s story with an audience.
The B2B marketing space is getting a bit crowded, don’t you think? And with the growing number of marketers drowning in email campaigns, marketing channels and the next big thing, it can be hard to know where to turn. Here's the top 10 best B2B marketing blogs to follow
Google is understandably secretive about the algorithm it uses to decide how to rank web pages in its search results. However, a recent patent filing may offer some clues – and encouraging news for PR professionals.
While they take different approaches, PR and SEO both aim to achieve the same goal – growing an organizations brand presence in the market place. So it’s smart to align strategies to create a bigger impact using both inbound and outbound tactics.
The Technology Association of Georgia (TAG) is dedicated to the advancement of Georgia’s technology industry. TAG and Arketi Group partnered to launch the Technology Tweet Tournament Twitter competition.
Cortera, a provider of comprehensive business-to-business payment and purchase behavior insights, had a simple goal when they engaged Arketi. They wanted to generate several hundred new sales leads each month.
We are often asked, “How do I know when I need an agency?” or “Do we have the right situation to hire an agency?” An agency can be a critical tool and resource to help your organization generate revenue. These four questions should help you decide if you need an agency partner.
Summer is the perfect time to relax poolside with a good book. To help add to your summer reading list, we asked the Arketi team to share their personal recommendations. Check out the list – we guarantee there is something for every type of bookworm!
Earlier this year, PMG, a provider of business process automation software, and Arketi Group brainstormed PR strategies to help the company capture more industry mind-share and media attention. The joint team settled on the idea of a thought-leadership survey campaign that would focus on a major concern of its target audience, IT professionals: the proliferation of cloud solutions in the enterprise.
While many BtoB marketers understand the importance of creating “sticky” messaging that resonates with customers and prospects, they may feel they don’t have sufficient time to develop solid messaging because of a real or perceived need to rush to market. Even with adequate time and budget, others struggle to use a message approach that best suits their company’s need to communicate effectively and drive sales.
All communications professionals are called on to give presentations from time to time, and for many, the prospect can be daunting. But it doesn’t have to be hard. The secret to a great presentation can be summed up in nine simple words.
In November 2012, Brickstream, a developer of behavior intelligence solutions for environments where people shop, gather, work and play, asked Arketi Group to craft and execute a strategy to re-launch the 12-year-old company at the largest retail show in North America – NRF's Annual Convention & EXPO, otherwise known as "Retail's BIG Show."
The sixth annual Technology CMO Roundtable, presented by Arketi and our media partner PR News, buzzed with ideas, best practices, learnings, questions and – most importantly – actionable insights. With more than 50 marketing and PR executives at 14 roundtables, this was the largest such event to date. During the sometimes spirited conversations, five consistent themes emerged.
Recently, Arketi and clients earned 13 Public Relations Society of America (PRSA) awards at the 2012 PRSA|GA Phoenix Awards Celebration. Upon reflection, we’ve distilled eight learnings from our entries that may be of interest to BtoB marketers.
Earlier this year, International Data Corp. conducted its “2012 Buyer Experience Study,” in which the research firm polled nearly 200 BtoB technology buyers on the reasons why they buy. The survey asked respondents to rate how various information sources influence their technology purchase decisions. If the responses were to be summed up in a few words, they’d simply state that, “buyers need love too.”
Earlier this year, Arketi’s B2B Marketing News was named a best B2B blog of 2012 in The Best of BuyerZone series. BuyerZone applauded Arketi’s strong mix of knowledgeable contributors with diverse BtoB marketing and PR thinking. We’ve reflected on our favorite posts and rounded up six of our best.
As marketers, we’re all familiar with the adage “Half my advertising dollars are wasted – I just don’t know which half.” During the past decade, our CEOs and CFOs have given up worrying about which half it is – they’ve just slashed the marketing budget, and left you to figure out where to make the savings. And if you want more budget, you’d better have a bulletproof case for it.
Arketi clients often ask us what features and functionality they should incorporate into their websites. Here's our top 10 must-haves for a buyer-centric B2B site.
Media relations is key to the overall success of your company’s marketing strategy, but if you’re like most companies, you’d like more success. We have a suggestion – Stop Pitching. Start Listening.
These days, there is a mobile app for everything. While some enhance productivity and advance our professional endeavors, others are enjoyed purely for their entertainment value. Arketians and a few clients sound off on their favorite apps for this summer. Did any of your favorites make the cut? Check out the list of top apps!
We’ve all read articles on marketing and client service comparing the cost of keeping an existing customer to the cost of acquiring a new one. Across almost every industry, new customers cost more than old ones – so customer satisfaction, as a means to retention, is “job one” for most businesses.
As BtoB marketers, we’ve been bombarded with the mandate to drive ever more leads through email marketing, overwhelmed by the social media du jour, and enthralled by the promise of marketing automation... So much so that we've forgotten who's really at the center of the buying process: the buyer.
Some 60 marketing executives from leading technology companies across the Southeast gathered to discuss the current and state of marketing within the business-to-business technology sector – and prospects for 2012.
The holiday season is full of family, friends, fun and food. If you’re like us, that homemade pie was just too tempting to resist a slice… or two. Now, as the new year starts, we notice our waistlines seem a little fuller, our motivation kicks in, and we make resolutions to drop the added weight as fast as we can.
Traditionally, marketers have used printed collateral to communicate key messages and build a consistent brand image among customers and prospects. Now that email and the web are our primary means of information exchange, there are new considerations for what we used to call “collateral.”
Ever wanted to see the words “Industry Expert” in front of your name? In the quest for thought leadership, the speaker circuit can, if executed strategically, drive both brand awareness and lead generation. Here's how...
Using a content management system (CMS) makes it much easier to update web content, by enabling non-technical authors to submit, edit or change content without knowledge of HTML. Today, open-source CMS systems like MODx are increasingly popular. Recently, Charles, one of Arketi’s digital designers, joined a group of developers, designers and web jockeys at the MODxpo 2010 in Dallas. He captured his thoughts about the conference, which drew more than 1,000 web professionals, to discuss the hottest and most advanced CMS.
More than twenty marketing executives from leading technology companies throughout the Southeast gathered to share their thoughts on the state of B2B marketing in Arketi’s third annual Atlanta High-Tech CMO Roundtable. The proceedings from the event are featured in Arketi’s latest white paper, The Outlook for Business-to-Business Technology Marketing in 2010.
Arketi Group’s second annual Atlanta High-Tech CMO Roundtable provided valuable insight into the current and future state of marketing within the business-to-business and technology sectors.
Arketi Group recently interviewed Ajay Murthy, vice president of global marketing at Convergys Corporation, about his company’s recent repositioning. When Murthy joined Convergys, it had recently embarked on the creation of a new vision to better articulate the value the company brings to the markets it serves. Following more than a decade of growth and numerous acquisitions, Convergys had become a company with varied and seemingly unrelated lines of business. Murthy recognized it was time to develop brand positioning that tied the company’s collective expertise and experience together.
Like a stick of butter in a Paula Deen recipe, the email newsletter has become the mainstay of every BtoB marketer’s arsenal, the “of course” ingredient in the marketing mix.