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If you’ve come up the ranks in B2B Marketing and/or Sales, you know the quarterly and perhaps even monthly drill. We look at opportunities via company name, whether they are Global 2,000 or Fortune 500, deal size potential, and other few factors that likely make up segmentation. Usually a component of this effort is the target role and title you’ve got neatly pegged into a sales automation or CRM application. This is often accompanied by the mandate that we need to sell to the C-Suite or the CIO or CFO and whatever C label we may find.
This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies. The mountains of CRM produced data slicing probably is getting stale at a faster rate also. The target buyer title identified and department most likely shifting in a timeframe of six months or less in some cases.
What is becoming more and more evident is that buying behaviors are getting harder and harder to discern because B2B marketers are not exactly privy to the changing behaviors. We may be from a quantitative viewpoint,... Read more
The following is a guest column from Erica Baer, director of creative services at Epic Advertising.
Web design is like fashion; it changes every season, what's old is new again, and when you look back, you can't believe you actually wore it.
Before I was Creative Director at Epic Advertising, I was a landing page and banner designer. Flash back to the early 2000s—anyone who surfed the Web can remember those annoying "Get a Free iPod" ads, and it was obvious in those days that design aesthetics were not a priority across the interactive landscape. Then, it was all about the large seizure-inducing flashing buttons, high-contrasting colors and thick strokes around all the text. Thank goodness Web design has evolved! Here are some of the trends I have seen crop up recently that give promise and hope to providing better creative services for clients:Traditional Print StyleOne of my personal favorite trends is the utilization of traditional print design style for Web design initiatives. There's more focus on typography (heading and body copy interaction), clean lines, lots of white space and beautiful high-quality imagery.
Targeting & DesignWith a greater emphasis on the use of anonymous data for better targeting, most... Read more