Adventive Marketing, Inc. blogs

Social Media Planning: A 6-Step Startup Guide for B2B Marketers

Wed, 06 Feb 2013 20:27:28 +0000

As much talk as there’s been about the integration of social media into B2B communications, a lot of the companies we’ve been speaking with are still at the earliest stages of implementation, if they’ve begun at all. If this describes your firm’s situation, here are a few steps that can help you with your social media planning and determine what role it can play in your overall marketing mix.

Simple Trade Show Promotions to Boost Your ROI

Jude Fischer — Mon, 26 Mar 2012 21:58:30 +0000

I just read a report that, according to the Center for Exhibition Industry Research (CEIR), trade show activity was up 3.8% in the 4th quarter of last year when compared with Q4 of 2010. In fact, growth was seen in all four areas of CEIR’s Index: net square feet (+4.2%), number of exhibiting companies (+2.4%), attendance (+3.6%), and revenue (+5.1%). Overall, the CEIR Index was up 2.7% for the whole of 2011.

The Lottery, Adele and Authenticity in Social Media

Thu, 16 Feb 2012 15:23:08 +0000

Well, it’s happened again: someone or some group of people won Illinois’ Powerball. It was either $340 million or $360 million; I forget now. But the key point is that it wasn’t me. I have never been one of those people who think that I’ll beat the odds (and since we’re talking some serious odds here, I must confess that I hadn’t even contemplated buying a ticket for the lottery)! But each time someone wins, I do have a moment when I think that I may have missed my chance. “I could have been a contender” had I just plunked down $2 for a Powerball ticket.

Content Creation: What Not To Do

Mon, 13 Feb 2012 16:40:28 +0000

Negatives have their place, don’t you think? Because sometimes it is just as important to know what you shouldn’t do as it is to know what you should do. Case in point, here are five things you need to avoid like the plague when developing a content creation strategy for your marketing communications efforts.

Ways Your In-house Marketing Department Benefit From a Full-service Agency?

Jude Fischer — Wed, 01 Feb 2012 22:12:00 +0000

If you’re like a lot of client-side B2B marketers, your firm has probably added a variety of in-house marketing capabilities over the past few years. We’ve been seeing companies do it for a variety of reasons including, but not necessarily limited to, cost savings. Advances in design software and other digital tools have made some of the things we all do more accessible to an in-house staff. And yet, despite the growth of in-house departments, B2B marketers still indicate that generating a steady flow of relevant content and syndicating it to customers and prospects via in

Determining the Right Content for Your Lead Nurturing Program

Thu, 01 Dec 2011 20:01:29 +0000

In years past, assets such as brochures, product bulletins and data sheets encompassed a technical company’s marketing content. Some companies also used white papers and case studies to entice users to ‘buy,’ but relatively few companies developed a wide range of content. Today, content variety is a necessity – particularly if you want to engage in inbound/social media marketing (and why wouldn’t you?) and/or nurture your prospective buyers along a logical, progressive path to a sale.

Thought leadership without social media -- is it still possible?

Jude Fischer — Wed, 05 Oct 2011 15:26:16 +0000

A lot of people – including some of us at AMI – have been talking and writing about thought leadership lately. What it is. How to establish it. What content is needed to demonstrate it. Where that content should be placed. And what role, if any, social media should play in developing it.

Is Your B2B Agency Equipped for Content Marketing?

Wed, 14 Sep 2011 16:57:51 +0000

Writing good content is one thing, but does your B2B agency know how to leverage that content to your greatest benefit? To my mind, the best purveyors of content are technically astute, full-service B2B marketing firms. Why? Because they typically have technically adept account service professionals and writers — and if they’ve been in business long enough, they have undoubtedly developed every type of marcom campaign. In addition, the best agencies are not only social media savvy but they understand the need for sound

The Slice and Dice Approach to Content Marketing

Wed, 07 Sep 2011 17:40:46 +0000

Anything you read on the subject of Content Marketing notes the marketers’ concern that there isn’t ‘enough’ to go around – not enough viable topics, not enough budget and not enough time in the day.

Social Media Metrics: The Challenge is What to Measure

Jude Fischer — Tue, 06 Sep 2011 15:25:40 +0000

According to BtoB Magazine’s Emerging Trends in B-to-B Social Media Marketing Study published earlier this year, the second biggest hurdle in adopting social for B2B marketers is poorly defined social media metrics and key performance indicators (KPIs). Of those surveyed, 57% reported this as an obstacle, and just 25% indicated they have ROI metrics in place.