Posts Categorized: Commentary

Profit-Driven Marketing for Industrials

Stop thinking about marketing as an expense. Start using it to drive profits.

Earlier this year, Google began publishing content about profit-driven marketing on its “think with Google” site. For Google, recasting marketing in terms of profit is specifically about changing how marketers think about their search advertising spend. While it’s important to take heed of the world’s leading search engine’s official position on search marketing spending strategy,… Read more »

5 Marketing Automation Mistakes to Avoid

Minding the gap between best intentions and practical applications.

We’ve all seen the stats and heard the grandiose claims. Indeed, marketing automation is much more than a trend or buzzword; it’s a bonafide technology solution and business strategy that will continue to redefine the future of marketing. SiriusDecisions estimates that nearly 50 percent of B2B companies will have purchased and implemented marketing automation by… Read more »