B2B Marketing News

Posts in the Thought Leadership category.

Need-to-Knows From the 2017 Tech CMO Roundtable

Recently, Arketi had the pleasure of hosting more than 60 technology marketing executives for the eleventh annual Tech CMO Roundtable. As always, the discussions at the table were lively and interesting, but this year we also shook the format up a little by including a guest speaker. Joining us was Kimberly A. Whitler, assistant professor […]

40 B2B Tech Influencers to Know

Business-to-Business marketers pioneered Influencer Marketing long before Kim Kardashian was known by anyone outside the Thirty Mile Zone. Leveraging third-party experts in marketing programs has been a mainstay for smart enterprise marketers for some time now. However, only 15 percent of B2B marketers say Influencer Marketing is on their current marketing roadmap. In an effort [...]

Should Product and Company Name be One and the Same?

It’s a popular topic for every business owner who sells a product or service: Should product and company name be one in the same? Should they be different and distinct? After reading David Cummings’ article Products and Company Name Should be the Same, I started thinking about this debate – and I’d say David and […]

7 Tips for Marketing B2B Technology to Millennials

We recently saw a great article by Mary Shea, PhD of Forrester where she released some interesting research on Millennials in the B2B buying cycle. It dovetailed nicely with our own study, Not Your Father’s Buying Decision: How 3 Generations of B2B Technology Buyers Decide What to Purchase, released not too long ago. Working off our […]

David Cummings Talks Marketing Technology with Arketi’s Mike Neumeier

When David Cummings moved to Atlanta in 2002, there was virtually no startup environment in the city. Since that time, David has been a leader in changing our city’s startup landscape, selling his marketing automation firm, Pardot, in 2012 and founding Atlanta Tech Village. Today this dynamic co-working space is home to nearly 300 startups, […]

The New Marketing Tech Economy is Here

If you’ve started to notice that your CMO is asking for more budget than your CIO, you’re not alone. According to Gartner, during 2017 CMOs will spend more on IT than CIOs. Why the increased interest in technology? Prospects and customers are becoming more sensitive to being “told” and “sold” to, which means brands must […]

[Video] How to Give a Great Presentation in 9 Easy Words

Video Transcript:  All communications professionals are called to give presentations from time to time, and for many, the prospect can be daunting. But it doesn’t have to be hard. The secret to a great presentation can be summed up in nine simple words. The first three words are, “Have a conversation.” Think of your presentation […]

B2B Technology Buying Roles By Generation and Buying Cycle

How do B2B Tech Buyers Decide What to Purchase? By the end of the year, Millennials are set to overtake Baby Boomers as the largest living generation in the U.S. And by 2017, their spending power is expected to overtake that of Gen X and Baby Boomers. No longer the annoying younger brother, Millennials are [...]

What Makes an Effective Leader? Agency Executives Tell All

During a recent discussion, the topic of leadership came up. In my opinion, to understand effective leadership within the PR profession, the best thing to do is tap into The Counselors Academy, which is a brain trust of talent. The Counselors Academy is a group of nearly 400 agency leaders within PRSA featuring senior-level PR and […]

Marketing Executives Speak Out on Digital Marketing

Georgia is a hotbed for many technologies, but increasingly the state and the Atlanta metropolitan area, has been turning heads because of its digital marketing chops. In addition to building a very strong base of digital marketing technology successes, the area has also proven to have deep talent pools of digital marketing professions – inside […]

Using Survey Data to Drive Thought Leadership

Earlier this year, PMG, a provider of business process automation software, and Arketi Group brainstormed PR strategies to help the company capture more industry mind-share and media attention. The joint team developed numerous approaches, and settled on the idea of a thought-leadership survey campaign that would focus on a major concern of its target audience, […]

Messaging to the Connoisseur? Reverse Market.

In Youngme Moon’s quintessential re-thinker “Different: Escaping the Competitive Herd,” marketers are challenged to knock it off. Really, just stop doing what we’ve been doing and brand differently. Better. Breakthrough. Not More. Not Bigger. Not Louder. Not Newer. Just Differently. Moon talks about reverse brands – companies that differentiated in a mass market by changing […]

10 Easy Marketing Tips We Learned Winning 10 Phoenix Awards

Earlier this month, Arketi and a number of our clients were honored to receive 10 Public Relations Society of America awards at the 2010 PRSA|GA Phoenix Awards Celebration. Given annually, The Phoenix Awards recognize excellence in Georgia’s PR community. Sweeping all the awards in the business-to-business media relations and business-to-business marketing categories was very gratifying. […]

5 W’s for Marketers

Marketing is in the details. Really, it is. I am sure many of you reading this may disagree, thinking that marketers are full of fluff, grandiose ideas and all “big picture” – but trust me when I say the details can never be overlooked. (Mind you, when I say details I am not pigeonholing marketers […]