Insights

Arketi Insights is part of our ongoing Stop Selling. Start Listening. movement designed to help reorient BtoB marketers to a way of thinking that places buyers and their needs at the center of all marketing priorities. Arketi Insights will regularly take a deeper look at top and emerging BtoB marketing topics and what they mean for BtoB marketers.

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	An Online Marketing Road Map Pay-Per-Click (PPC) advertising and Search Engine Optimization (SEO) should be thought of as complementary – not one versus the other, but one before the other. Online marketing is best considered in phases, with an overall goal in mind – like a road trip with multiple stops on the route to the destination.
	Best Practices in BtoB PR While social media has monopolized the public relations limelight lately, traditional PR activities remain integral to building trust, increasing brand awareness and generating sales leads. It’s time for a refresher course on the three "basics" – media relations, news writing, and trade show outreach.
	Bulletproof Your Marketing Budget The key to bulletproofing a budget is to let metrics drive the conversation. A robust Return on Marketing Investment model for your budget should be based on three key factors: pipeline, spend saturation and program attribution.
	Does BtoB Marketing Need a Makeover? Today’s marketing organizations, at least according to some highly respected industry analysts, are broken and badly in need of a dramatic overhaul. To gain the upperhand, BtoB marketing leaders need to ensure they are at the top of their game to be successful tomorrow and beyond.
	Transitioning from Marketing Traditional Software to Cloud-Based Software The changes in an organization to make the shift from marketing traditional software to cloud-based software solutions runs deep… to the very core of what makes an organization tick: its culture, its people, its focus… everything! Learn more about how to thrive in a cloud-based business environment.
	Customized Content Powers Buyer-Centric Marketing Once you decide to change your marketing strategy from a company-centric approach to a customer-centric one, you’ll start to realize new opportunities with your prospects. In today’s BtoB environment, strong, fresh and relevant content can be the single most important accelerator to move prospects through the sales cycle.
	Time for Mobile Marketing to Go BtoB While mobile marketing, in some basic forms, has been around for more than a decade, today it’s a hot topic that leaves many BtoB marketers wondering how to tap this channel to reach customers and prospects. It's time to move past procrastination and start embracing mobile marketing programs.