Tag Archives: Brand Monitoring

B2B Brand and the Revenue Imperative

Over the past year, I have met every Friday afternoon with my esteemed colleague Ross Graber – research director for our Marketing Operations Strategies service ­– every Friday afternoon for a sometimes painful, always thought-provoking discussion on b-to-b brand measurement. One result of these discussions was a new framework, introduced at last month’s SiriusDecisions Summit, that is designed to help organizations operationalize their approach to gathering brand insights. The framework took what is usually an expensive annual outsourced exercise and turned it into something that organizations can implement on their own as a sort of joint venture between brand managers and marketing operations.

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Is Branding a Smart Investment for Your Organization?

Investment in branding appears likely to provide the highest return for purchases that, while deemed of moderate importance, are highly complex – and involve intangible products or are being made by small companies.

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A Very “Pinteresting” Potential Referral Engine

Pinterest is popping up in social media discussions everywhere, despite the fact that it’s still not available for widespread use (invitation or wait-list only). Why? And, perhaps even more importantly, why should the B2B marketing community care? Keep reading.

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The Future of B2B Public Relations

A few months back, I was participating in an onsite client workshop during which the topic of social media was broached and a public relations (PR) manager urgently inquired, “How ...

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Trapped Thinking “Outside” the Box?

Remember when we were kids and, after announcing to our parents that we were bored because there was “nothing to do,” we were told to “be creative.” How we hated ...

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Salesforce Intends to Acquire Radian6

This post was written by Jonathan Block and Joe Galvin. Salesforce intends to acquire social media monitoring vendor Radian6 for $326 million. Given the pace of acquisitions of social monitoring ...

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All Social Media Monitoring Solutions Are Not Created Equal

I’ve advocated before that monitoring is a critical foundational element to any social media strategy. The list of available solutions for social media monitoring expands daily, but the features and ...

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