Core

News and Views on B2B Marketing and PR

Get up to speed with the latest technology marketing products and services. What works, what doesn't, what's new, what's now, and how to put it all into practice.

Core is Arketi Group's newsletter, offering news, nuggets and information on best practices in business-to-business marketing.

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Social media guru Serena Ehrlich on the best social media metrics to measure


Measurements That Matter: Social Media Let’s get it on social. Stand up a social campaign. What’s going on with our social? These days to say #ItIsAllAboutSocial is no stretch. So, what measurements really matter to communications teams when talking social?

Arketi’s Summer Cookbook


At Arketi, there's nothing we love more than delicious food and refreshing drinks — especially in the summertime… and we’re pretty sure we’re not alone.

Demand Generation Measurements that Matter with SiriusDecisions’ Jen Horton


Measurements That Matter: Demand Generation In a sea of demand generation metrics and measurements, how do you know which are critical to success – and which will just get in the way? We spent some time with Jen Horton, vice president and group director of demand services at SiriusDecisions, to get her unique perspective on sorting out the confusion.

SEO Wizard Rand Fishkin Shares The 3 Most Important SEO Metrics


Measurements That Matter: SEO Should you care about keyword rankings or backlinks? What about engagement metrics? How do you know what to measure during your SEO campaigns? We interviewed the one and only Rand Fishkin, founder of Moz and SEO guru, to find out what he thinks are the measurements that matter for search.

Content Marketing Guru Michael Brenner On How To Measure Content


Measurements That Matter: Content Marketing Today, more than ever, marketing teams are being held accountable for delivering business results. Continuing our Measurements that Matter series, we recently chatted with Michael Brenner, a best-selling author, keynote speaker and CEO of Marketing Insider Group, to discuss why and how to measure the impact of content marketing.

How Do You Measure PR? Katie Paine The Measurement Queen Shows Us How


Measurements That Matter: Public Relations To kick off our Measurements that Matter series, we spoke with Katie Delahaye Paine, best known as The Measurement Queen, to discuss what measurements are most important for PR, how to measure them and even some tips and tools to try out.

B2B tech marketing has come a long way…


Think back to what your world looked like just a decade ago. The iPhone was still a super-secret project at Apple’s Cupertino headquarters, Facebook was only three years old and Twitter was just preparing for its official launch.

Top tracks for the holidays


From “Rockin’ Around the Christmas Tree” to the “The Little Drummer Boy,” it’s time to “Deck the Halls” as you rock out to our all-time holiday tunes.

Paid search campaign soars above expectations


Quantity vs. quality – when it comes to leads, most Sales teams will say they want both. So what do you do when your paid search campaign is driving low quality leads that don’t convert to customers? That was the challenge UL EHS Sustainability had been grappling with when they engaged Arketi Group.

7 Steps to refresh your brand message (and your revenue)


If the last time you updated your corporate messaging, “Gangnam Style” was topping the charts, your customers may be turned off by what’s likely a stale message. Customer concerns, needs and attitudes are always evolving. And if you’re not keeping up then you’re falling behind.

Global Acquisitions Call for a Global Rebrand


In 2015, HighJump Software was in the midst of a successful growth-by-acquisition strategy. However, the acquisitions left the global supply chain software provider with multiple brands and websites, and a less than coordinated global market identity.

Our summer reading list


Summer is in full swing, filled with road trips, beach getaways and lazy Sundays, kick back with the Arketi team’s favorite summer reading picks for the communications pro. From tried-and-true classics to new releases, there’s sure to be something to pique your interest. Each recommendation is guaranteed to show you something new about businesses, without feeling like work.

Your essential media relations checklist


Whether you are fresh to the PR scene or a media relations veteran, pitching reporters can be one of the most trying aspects of your job. Why? Reporters are busy. In fact, Cision estimates reporters receive between 80 and 100 pitches per day (and you thought you had inbox overload!). While breaking through the clutter can seem almost impossible, Arketi outlines five ways to help you establish better relationships with reporters and transform your pitches into placements.

Not your father’s technology buying decision


Millennials are now the largest generational group in America’s workforce. This milestone got us thinking, how much is this changing of the generations affecting B2B buying process?

Five account-based marketing mistakes you’re probably making


Whether account-based marketing a truly innovative concept or just marketing's latest shiny new toy, one thing is for sure. It won't deliver results if you don't do it right.

Prediction is hard. Especially about the future.


It's too soon to declare 2016 the year of anything in particular. Instead, we asked 18 leading B2B marketers to share their thoughts on the trends, tactics and tools to watch for. The weather reports may look dull, but the marketing forecast appears bright!

The 8 videos you meet in B2B marketing


If a picture is worth a thousand words, how much more is a motion picture worth? That seems to be the thinking behind the rapid rise of video in B2B marketing. To help ensure success in your next video project, we’ve outlined 8 types of B2B videos you should be using – plus a few tips to ensure your project goes smoothly.

Winning webinar results in revenue


Let’s face it: document storage isn’t exactly sexy. But as the volume of business data grows exponentially, physical and electronic records management is a concern that can’t be ignored. Recall enlisted Arketi Group to help position itself as an educator and trusted advisor. And the effort paid off, generating $290,000 in sales pipeline from a single webinar alone.

4 Things Worth Considering for PR and SEO To Get Along


With the typical B2B researcher performing 12 online searches before engaging with a brand, search and PR are on a collision course. To ensure that collision results in collaboration rather than recrimination, here are four things worth considering...

Small business, big buzz


For technology providers selling to small businesses, generating media buzz in a crowded market can be challenging. NCR Small Business turned to Arketi Group to help them build awareness and draw more prospects into the funnel. (Spoiler: it worked out pretty well.)

What we’re reading this summer


Whether you’re on the go, headed to the beach or wrapping up the final volume in your favorite series, a good book can help you escape the mundane work week. To add to your current book list, we asked the Arketi team to share some of their favorite reads. From biographies to thrillers, there’s something for everyone. Perhaps a few of these best-selling business books and engaging novels will make it onto your summer reading selection.

Out of many, one


How do you build a brand for a newly-renamed company when many of its products have better-known names than their parent? Here’s how Aptean and Arketi brought order to chaos – and $21 million to the funnel.

Why Asking Why Makes Us Better Marketers [Fast Tips]


The Arketi team has started asking “why?” more. It’s not that we’ve regressed back to our toddler days. Rather, we believe this simple question has the power to make all of us better marketers.

Searching for love lawyers leads online


Online search lets scrappy startups be found by new customers as easily as established providers. Which sounds great – unless you’re the established provider.

It’s the Great Pumpkin, Arketi Group!


Every year, we like to kick off Halloween with a little healthy competition – otherwise known as the Annual Arketi Pumpkin Carving Contest.

7 Web Design Trends That Will Stick Around


The web is constantly evolving, and the impact a website has can make all the difference to a discerning customer. After all, your website is the most significant place to share your brand’s story with an audience.

Top 10 Best B2B Marketing Blogs to Follow [Fast-Read List]


The B2B marketing space is getting a bit crowded, don’t you think? And with the growing number of marketers drowning in email campaigns, marketing channels and the next big thing, it can be hard to know where to turn. Here's the top 10 best B2B marketing blogs to follow

Your New Secret Weapon in SEO is PR


Google is understandably secretive about the algorithm it uses to decide how to rank web pages in its search results. However, a recent patent filing may offer some clues – and encouraging news for PR professionals.

Five Search Secrets Every PR Pro Should Know


While they take different approaches, PR and SEO both aim to achieve the same goal – growing an organizations brand presence in the market place. So it’s smart to align strategies to create a bigger impact using both inbound and outbound tactics.

Arketi's and TAG's Tech Tweet Twitter War Is A Slam Dunk


The Technology Association of Georgia (TAG) is dedicated to the advancement of Georgia’s technology industry. TAG and Arketi Group partnered to launch the Technology Tweet Tournament Twitter competition.

How Arketi Client Cortera Generated a Firestorm of Leads


Cortera, a provider of comprehensive business-to-business payment and purchase behavior insights, had a simple goal when they engaged Arketi. They wanted to generate several hundred new sales leads each month.

Who Needs a PR or Marketing Agency?


We are often asked, “How do I know when I need an agency?” or “Do we have the right situation to hire an agency?” An agency can be a critical tool and resource to help your organization generate revenue. These four questions should help you decide if you need an agency partner.

Summer Fling: Books to Help You Get Away


Summer is the perfect time to relax poolside with a good book. To help add to your summer reading list, we asked the Arketi team to share their personal recommendations. Check out the list – we guarantee there is something for every type of bookworm!

How PMG Used 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 settled on the idea of a thought-leadership survey campaign that would focus on a major concern of its target audience, IT professionals: the proliferation of cloud solutions in the enterprise.

How to Right Size Your Messaging Approach


While many BtoB marketers understand the importance of creating “sticky” messaging that resonates with customers and prospects, they may feel they don’t have sufficient time to develop solid messaging because of a real or perceived need to rush to market. Even with adequate time and budget, others struggle to use a message approach that best suits their company’s need to communicate effectively and drive sales.

How to Give a Presentation in 9 Words


All communications professionals are called on 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.

How Arketi Client Brickstream Broke Through at NRF


In November 2012, Brickstream, a developer of behavior intelligence solutions for environments where people shop, gather, work and play, asked Arketi Group to craft and execute a strategy to re-launch the 12-year-old company at the largest retail show in North America – NRF's Annual Convention & EXPO, otherwise known as "Retail's BIG Show."

CMOs Discuss What 2013 Holds for B2B Technology 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. During the sometimes spirited conversations, five consistent themes emerged.

Eight Rewarding – and Awarding – PR and Marketing Tips


Recently, Arketi and clients earned 13 Public Relations Society of America (PRSA) awards at the 2012 PRSA|GA Phoenix Awards Celebration. Upon reflection, we’ve distilled eight learnings from our entries that may be of interest to BtoB marketers.

The Personal Path to Customer Connections


Earlier this year, International Data Corp. conducted its “2012 Buyer Experience Study,” in which the research firm polled nearly 200 BtoB technology buyers on the reasons why they buy. The survey asked respondents to rate how various information sources influence their technology purchase decisions. If the responses were to be summed up in a few words, they’d simply state that, “buyers need love too.”

Best of the B2B Marketing News Blog


Earlier this year, Arketi’s B2B Marketing News was named a best B2B blog of 2012 in The Best of BuyerZone series. BuyerZone applauded Arketi’s strong mix of knowledgeable contributors with diverse BtoB marketing and PR thinking. We’ve reflected on our favorite posts and rounded up six of our best.

Bulletproof Your Marketing Budget


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

Top 10 Features for the Best B2B Website User Experience


Arketi clients often ask us what features and functionality they should incorporate into their websites. Here's our top 10 must-haves for a buyer-centric B2B site.

Stop Pitching. Start Listening.


Media relations is key to the overall success of your company’s marketing strategy, but if you’re like most companies, you’d like more success. We have a suggestion – Stop Pitching. Start Listening.

Stop Pitching. Start Listening.


These days, there is a mobile app for everything. While some enhance productivity and advance our professional endeavors, others are enjoyed purely for their entertainment value. Arketians and a few clients sound off on their favorite apps for this summer. Did any of your favorites make the cut? Check out the list of top apps!

From Buyers to Believers


We’ve all read articles on marketing and client service comparing the cost of keeping an existing customer to the cost of acquiring a new one. Across almost every industry, new customers cost more than old ones – so customer satisfaction, as a means to retention, is “job one” for most businesses.

Stop Selling. Start Listening.


As BtoB marketers, we’ve been bombarded with the mandate to drive ever more leads through email marketing, overwhelmed by the social media du jour, and enthralled by the promise of marketing automation... So much so that we've forgotten who's really at the center of the buying process: the buyer.

CMOs Discuss What 2012 Holds for Business-to-Business Technology Marketing


Some 60 marketing executives from leading technology companies across the Southeast gathered to discuss the current and state of marketing within the business-to-business technology sector – and prospects for 2012.

Could your writing stand to lose a few pounds?


The holiday season is full of family, friends, fun and food. If you’re like us, that homemade pie was just too tempting to resist a slice… or two. Now, as the new year starts, we notice our waistlines seem a little fuller, our motivation kicks in, and we make resolutions to drop the added weight as fast as we can.

The Role of Collateral In a Digital Age


Traditionally, marketers have used printed collateral to communicate key messages and build a consistent brand image among customers and prospects. Now that email and the web are our primary means of information exchange, there are new considerations for what we used to call “collateral.”

Building a Successful Speakers Bureau: Getting Behind the Right Podium and Generating Results


Ever wanted to see the words “Industry Expert” in front of your name? In the quest for thought leadership, the speaker circuit can, if executed strategically, drive both brand awareness and lead generation. Here's how...

So make way to start a Revolution…


Using a content management system (CMS) makes it much easier to update web content, by enabling non-technical authors to submit, edit or change content without knowledge of HTML. Today, open-source CMS systems like MODx are increasingly popular. Recently, Charles, one of Arketi’s digital designers, joined a group of developers, designers and web jockeys at the MODxpo 2010 in Dallas. He captured his thoughts about the conference, which drew more than 1,000 web professionals, to discuss the hottest and most advanced CMS.

CMOs Discuss What 2010 Holds For B2B Technology Marketers


More than twenty marketing executives from leading technology companies throughout the Southeast gathered to share their thoughts on the state of B2B marketing in Arketi’s third annual Atlanta High-Tech CMO Roundtable. The proceedings from the event are featured in Arketi’s latest white paper, The Outlook for Business-to-Business Technology Marketing in 2010.

CMOs Speak on What 2009 Holds For High-Tech Business to Business Marketers


Arketi Group’s second annual Atlanta High-Tech CMO Roundtable provided valuable insight into the current and future state of marketing within the business-to-business and technology sectors.

The Importance of Repositioning


Arketi Group recently interviewed Ajay Murthy, vice president of global marketing at Convergys Corporation, about his company’s recent repositioning. When Murthy joined Convergys, it had recently embarked on the creation of a new vision to better articulate the value the company brings to the markets it serves. Following more than a decade of growth and numerous acquisitions, Convergys had become a company with varied and seemingly unrelated lines of business. Murthy recognized it was time to develop brand positioning that tied the company’s collective expertise and experience together.

Making Email Newsletters Work Better


Like a stick of butter in a Paula Deen recipe, the email newsletter has become the mainstay of every BtoB marketer’s arsenal, the “of course” ingredient in the marketing mix.

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