Thinking

“A goal without a plan is just a wish.”

In today’s complex and fast-paced business environment it can be tempting to “just try something” and see what happens. To move beyond wishful thinking and generate tangible results requires specific goals and a well-crafted marketing action plan.

We are believers in balancing thinking and doing. Understanding that working to explore new ideas helps us execute programs and plans that drive more revenue for our clients, we push ourselves and our clients to think early, often and over again. Here you will find some of our latest thinking. We invite you to tap into the following:

Tech CMO Need-to-Knows - Get it now
White Paper

Tech CMO Need-to-Knows

Arketi talked to the 50+ CMOs of technology companies who attended the seventh annual Tech CMO Roundtable. We asked them what matters, what’s missing, and what’s most important in their outlook for the coming year.

Here’s what they told us…

HTTPS: One letter, big changes for marketers - Watch Now
Webinar

HTTPS: One letter, big changes for marketers

The same way one letter can cause an error message or take you to the wrong page, this one change in the URL – from HTTP to HTTPS – has a big impact on your website and brand.

Why does this matter to marketers? It impacts the user experience, the secure exchange of data to and from your site, and more importantly, your Google search rankings.

In this presentation, we’ll look at how this affects your communications and marketing team by sharing:

  • Why it’s dangerous to ignore the switch to HTTPS
  • How to determine the best certificate of authority for your needs
  • What can go wrong (and how to avoid mishaps)
  • What this means for your search rankings on Google
Virtual Premise and <em>The Search for Real Estate Savings</em> - Watch Now
Arketi clients speak

Virtual Premise and The Search for Real Estate Savings

Debora Tucker, Director of Marketing for Virtual Premise, discusses earning a Technology Marketing Excellence Award (TAMY) from TAG Marketing, a society of the Technology Association of Georgia. 

Virtual Premise, an industry-leading provider of web-based real estate information management solutions, earned this award for The Search for Real Estate Savings campaign created by Arketi.

Millennials lead with enterprise technology buying power  - Get it now
Fast Facts

Millennials lead with enterprise technology buying power

Arketi surveyed business technology buyers across the three major generational cohorts in the workforce today – baby boomers, Gen X and millennials.

From evaluating a problem to researching technology options, we sought to understand more about what moves BtoB tech buyers through the buying journey.

Contrary to what we might predict about millennials’ preference, this group does not rely solely on social channels.

Download your copy of the research findings below or check out our interactive infographic at: https://arketi.com/three-generations-survey.

Do BtoB journalists use Pinterest? - Get it now
Fast Facts

Do BtoB journalists use Pinterest?

Arketi regularly polls several hundred BtoB journalists about what social media they use the most – and the most recent results surprised us. 

Of course, everyone's on LinkedIn. But where do reporters go to find story ideas and do research?

Wherever they're looking, isn't that where your company needs to be?

Executive Insights from GMT Corporation - Watch Now
Arketi clients speak

Executive Insights from GMT Corporation

As part of the “GMT Executive Insights on Workforce Optimization,” Simon Angove, CEO of GMT Corporation, discusses how effective deployment of workforce management technology allows organizations to improve sales and service performance—all while reducing operational costs. 

Arketi created GMT’s YouTube channel and assists GMT in developing content, as well as shooting and producing the videos.

Seven deadly sins of SEO - Watch Now
Webinar

Seven deadly sins of SEO

With new search algorithms and Google's latest updates, search marketing is constantly changing. But there's nothing to get spooked about.

Stop feeding your fear of the SEO monster ­- it's time to tame it instead!

In this presentation, we dispel some common search marketing myths and show you 7 things you can implement immediately.

5 Must-Haves for a Buyer-Centric B2B Website - Watch Now
Video

5 Must-Haves for a Buyer-Centric B2B Website

Your company's website is the first place anyone – in fact, most everyone – goes to understand who you are and what you do.

Arketi's Jim Densmore walks through our top five must-haves to ensure a B2B website makes an impact on visitors.

Making Awesome Infographics – Part 2 - Watch Now
Webinar

Making Awesome Infographics – Part 2

In part 1 of our Infographics Webinar Series, we walked through a host of examples covering the 10 types of infographics you'll ever use. In part 2, we took it up a notch by recapping the types of infographics, sharing 8 ways to elevate your visuals and content, and walking through an emoji guide of 6 critical pitfalls to avoid.

This is part two of a two-part webinar – be sure to watch part one also!

Is content marketing still king? - GET EBOOK
Arketi Insights

Is content marketing still king?

The concept of brands being their own publishers is powerful. But marketers say they’re still learning how to dig up compelling stories, the best ways to distribute them, and how to better target content for various stages of the buying cycle.

Find out what else top marketers say in our interactive eBook

The Outlook for B2B Tech Marketing in 2017 - Get it
Arketi Insights

The Outlook for B2B Tech Marketing in 2017

For a decade, Arketi has hosted its annual Tech CMO Roundtable with top marketers to discuss what worked over the past year, and what they expect to see in the new year. 

Our recent session yielded 4 key takeaways including:

  • Content (marketing) is king, but where's the story?
  • Video, or it didn't happen
  • A tsunami of tech tools
  • No school like the old school 

We've compiled the findings in a short and interactive eBook.

Making Awesome Infographics – Part 1 - Watch Now
Webinar

Making Awesome Infographics – Part 1

This 30-minute webinar replay examines the 10 types of infographics and examples of each type, with an emphasis on BtoB. We uncover how to hunt and gather for raw data, boil down data to something palatable and easily digested, and choose a presentation that will appeal to your audience.

This is part one of a two-part webinar – be sure to watch part two also!

Uniting Messaging and Segmentation for Better Marketing Results - Watch Now
Webinar

Uniting Messaging and Segmentation for Better Marketing Results

This 30-minute webinar replay presents a proven process for successfully positioning a BtoB organization. We take a look at some smart tech companies and the messaging and segmentation exercises they apply to develop messaging that works at the corporate level, for specific markets and for different product and service lines.

Social Media’s Role in the BtoB World - Watch Now
Webinar

Social Media’s Role in the BtoB World

Arketi Group Principal Mike Neumeier, APR, examines the role of social media in the BtoB marketing mix and details key components of effective social media strategies. 

In addition to providing real world case studies of BtoB companies successfully leveraging social media, Neumeier shares results from the Arketi Web Watch Survey, which explores how BtoB journalists use social media to find story ideas and check credentials.

Building the Case for Automated Lead Nurturing - Watch Now
Webinar

Building the Case for Automated Lead Nurturing

Sales cycles keep getting longer, and it’s hard to keep up with prospects. Stop making calendar alerts and writing follow-up lists – automate your process instead!

In this presentation, we unveil different strategic components of automating lead nurturing, and how it can help your business.
Case Studies Make a Comeback - Get it now
Arketi Insights

Case Studies Make a Comeback

How to create case studies that convince and compel in today’s short-attention world

Blogs, infographics and tweets may generate more buzz these days, but a well-written case study remains a powerful tool in persuading a prospect. In fact, many B2B marketers rank case studies their second strongest tactic, right behind in-person events.

But today’s prospect wants doesn’t want the standard, dry case study. Let’s look at some ways to keep things fresh and effective.

Drive Buyer Intimacy and Deliver More Revenue - Watch Now
Webinar

Drive Buyer Intimacy and Deliver More Revenue

Building a deep, personal relationship with your buyer is critical to BtoB marketers. Knowing your buyers and their true needs gives BtoB marketers the upper hand in moving individuals though the sales cycle and ultimately converting them from prospect to customer. In this 30-minute webinar replay, Arketi Group Vice President Micky Long covers five ways implementing a marketing automation solution can help you build better intimacy with prospects.

Does B2B Marketing Need a Makeover? - Get it now
Arketi Insights

Does B2B Marketing Need a Makeover?

With automation engines, social media and customer analysis, organizations have never had better tools to develop B2B marketing strategies, understand prospects and measure results. Yet many admit to being unprepared for the changes expected to come in the years ahead.

This free guide covers three key areas:

  • Data and information management
  • Infrastructure development (marketing operations)
  • Buyer intimacy
Does Your Marketing Measurement Map To What Matters? - Watch Now
Webinar

Does Your Marketing Measurement Map To What Matters?

Today you can measure anything...tweets, hits, in-bound calls, site visitors, click-throughs, booth visitors, awareness, preference, CPM, CPC…the list is nearly endless. The question is – does what you are measuring, or thinking about measuring, matter to the business? In this 30-minute webinar replay, Arketi Group Principal Mike Neumeier, APR covers the four stages of measurement and how they interplay with collaboration and commitment both within and outside an organization.

Is Traditional PR Still a Part of Your Strategy? It Should Be! - Get it now
Arketi Insights

Is Traditional PR Still a Part of Your Strategy? It Should Be!

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. Taking the time to ensure that the fundamentals are properly executed will put you well on your way to achieving meaningful return on your B2B PR investment. 

This free guide provides a refresher course on:

  • Media Relations
  • News Writing
  • Tradeshows
How to Give a Presentation in 9 Words - Watch Now
Webinar

How to Give a Presentation in 9 Words

A presentation is a conversation. People come to hear you talk, not to be lectured. A good talk – a great talk – is the most powerful way to persuade people, to excite them, to encourage them, to energize them. It’s the key to unlocking business success. 

In this 30-minute webinar replay, Arketi Group Principal Rory Carlton provides a step-by-step guide for preparing and delivering an effective presentation — in just nine words.

Time for Mobile Marketing to Go BtoB - Get it now
Arketi Insights

Time for Mobile Marketing to Go BtoB

How to harness the power of mobile marketing in a B2B sales cycle

There are now more mobile phone subscribers than landlines. So it’s no surprise that mobile marketing is fast becoming mainstream in the B2C world. Which leaves many a B2B marketer wondering how to tap this ultra-intimate channel to reach customers and prospects – without being intrusive or annoying.

Turning Customers Into Brand Spokespersons - Watch Now
Webinar

Turning Customers Into Brand Spokespersons

Social media has changed the way companies and brands interact and respond to customers as Facebook, Twitter and LinkedIn make it easy for a customer to share a positive or negative brand story with hundreds or thousands of people in a matter of seconds. With this as a backdrop, it is more important than ever to drive customer satisfaction levels and, moreover, turn those happy customers into brand advocates.

Customized Content Powers Buyer-Centric Marketing - Get it now
Arketi Insights

Customized Content Powers Buyer-Centric Marketing

How do you keep the conversation personal when you’re talking to thousands of people you don’t know?

From email and social media to marketing automation, there are plenty of ways to reach your prospects. The real challenge is deciding what to say. Every customer has different needs and concerns, but all of them have a short attention span.

We think the key is to treat marketing like a conversation – and let the customer drive the dialogue.

The Outlook for BtoB Tech Marketing - Watch Now
Webinar

The Outlook for BtoB Tech Marketing

The sixth annual Technology CMO Roundtable, presented by Arketi and our media partner PR News, buzzed with ideas, best practices, learnings, questions and – most importantly – actionable insights. With more than 50 marketing and PR executives at 14 roundtables, this was the largest such event to date. In this 30-minute webinar replay, Arketi Group Principal Mike Neumeier, APR takes an in-depth look at three of the major themes that emerged.

Why Marketing Automation Fails - Watch Now
Webinar

Why Marketing Automation Fails

Despite explosive market growth and surveys that show real ROI, BtoB marketers still feel their automated lead nurture systems have failed to live up to expectations. 

In this 20-minute webinar, Arketi Group Vice President and Practice Director of Lead Nurturing Micky Long provides tips and ideas you can implement immediately to improve your lead nurturing activities and overcome the top three marketing automation challenges.

What's Different About Marketing the Cloud? - Get it now
Arketi Insights

What's Different About Marketing the Cloud?

How to transition from marketing traditional software to cloud-based solutions

“The cloud” has gone by many names over the past decade – hosted solutions, ASP, on-demand, SaaS. Whatever the name, cloud has now become the preferred model for deploying software. From a business perspective, the advantages are clear. But for marketers, selling cloud solutions demands new ways of thinking.

Does Your BtoB Marketing Need a Makeover? - Get it now
Arketi Insights

Does Your BtoB Marketing Need a Makeover?

How strategic marketers are using data, technology and buyer insights to drive corporate growth

With automation engines, social media and customer analysis, today’s marketers have never had better tools to understand prospects and measure results. While the pace of change may feel overwhelming, those CMOs who successfully ride the new marketing wave are viewed by their C-suite peers as true strategic drivers of corporate growth.

Case Studies Make a Comeback - Watch Now
Webinar

Case Studies Make a Comeback

Content marketing remains a top priority for BtoB marketers looking to create effective campaigns. While blogs, eBooks and even tweets may generate more buzz and attention these days, a well written case study is still one of the most credible, powerful pieces of content. In this 30-minute webinar replay, Arketi Group Vice President Jackie Parker shares the six critical components of crafting a compelling case study.

Don’t Let Talking Creative Scare You - Watch Now
Webinar

Don’t Let Talking Creative Scare You

Not everyone deals with design every day, so when you find yourself sitting across from a designer trying to explain your project needs, it can be difficult. In this 30-minute webinar replay, Arketi Group Associate Creative Director Jim Densmore shares tips for “talking creative” to successfully generate design that sells product and builds the brand.

Bulletproof Your Marketing Budget - Get it now
Arketi Insights

Bulletproof Your Marketing Budget

How to build the case, lead the conversation and convince the C-suite

As marketers, we’re all familiar with the adage “Half my advertising dollars are wasted – I just don’t know which half.” During the past decade, our CEOs and CFOs have given up worrying about which half it is – they’ve just slashed the marketing budget, and left you to figure out where to make the savings.

So if you want more budget, you’d better have a bulletproof case for it.

B2B PR Best Practices - Get it now
Arketi Insights

B2B PR Best Practices

How to leverage media relations, news writing and trade shows

Social media may get all the public relations limelight, but traditional PR remains integral to building trust, increasing brand awareness and generating sales leads.

So perhaps it’s time for a refresher course on the three “basics” – media relations, news writing, and trade show outreach – strategies that effectively position the PR team for long-term success.

Ways to Make Customers Talk - Watch Now
Webinar

Ways to Make Customers Talk

Ever struggle to get a testimonial or case study out of your customers? You’re not alone.

But before you give up and skulk away, check out our webinar for five proven ways to engage your customer and get them to share their story.

Getting a green light on anything you’ve already drafted may be difficult, but by working together with your customer, you can highlight the innovative ways they are using your solution.

An Online Marketing Road Map  - Get it now
Arketi Insights

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.

How to Give a Presentation in 9 Words - Get it now
Arketi Insights

How to Give a Presentation in 9 Words

A presentation is a conversation. People come to hear you talk, not to be lectured. A good talk – a great talk – is the most powerful way to persuade people, to excite them, to encourage them, to energize them. It’s the key to unlocking business success.

5 steps to automate your B2B marketing - Get it now
Arketi Insights

5 steps to automate your B2B marketing

How to get the most from your marketing cloud investment

Congratulations. After months of diligent research, numerous requests for advice posted to your LinkedIn groups, and careful review of the budget, you’ve taken the big step and committed to a marketing cloud platform.

It’s time to take your B2B marketing efforts to the next level, start reeling in those leads and basking in praise from the sales team. Or not.…

B2B Marketing Trends for 2017 - Get it
Arketi Insights

B2B Marketing Trends for 2017

For a decade, Arketi has hosted its annual Tech CMO Roundtable with top marketers to discuss what worked over the past year, and what they expect to see in the new year. 

Our recent session yielded 4 key takeaways including:

  • Content (marketing) is king, but where's the story?
  • Video, or it didn't happen
  • A tsunami of tech tools
  • No school like the old school 

We've compiled the findings in a short and interactive eBook.