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:
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5 best practices for building a B2B website
When creating a new website, decisions often focus on the visual. However, a B2B website’s performance and the business outcomes it generates are driven by factors beyond design alone – some of which happen behind the scenes.
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A Q&A with Kelly Gay
Arketi Group CEO Mike Neumeier, APR, recently chatted with Kelly Gay, former SVP & GM of IoT Vertical Markets at Sierra Wireless, former Co-CEO and COO at Numerex, and former CEO and President at Omnilink Systems and KnowledgeStorm.
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Top 10 trends from the Tech CMO Roundtable
Arketi Group recently hosted our 15th Annual Tech CMO Roundtable and as usual, the room was abuzz with collegial conversations, informative insights, and plenty to ponder.
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What’s up with B2B digital marketing?
Digital marketing is experiencing a massive transformation and everything that held true a few years ago is no longer the case today.
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Summer Bucket of Fun faves
All good things must come to an end. For now. Alas, Arketi Group’s Summer Bucket of Fun (#SBOF) has gone into hibernation until next spring, and we’ll miss the bright yellow pail dearly.
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Purpose-full
Arketi recently talked with five senior executives to learn how they lead with intention and put purpose into action. Here’s what they told us.
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Time to up your thought leadership game?
More than a million people describe themselves as a “thought leader” in their LinkedIn profiles. That’s a lot of thinking, and leading! And it got us thinking, too – about why so many people claim that title, and what is a good thought leader anyway?
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The perfect partnership: Marketing and Product
Three ways B2B marketing and communication teams can help product management and product marketing teams bring their new offerings to market.
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It’s time for internal communications departments to shine
Current circumstances confirm what internal communications experts have known all along: among the most credible sources of information during a time of crisis are employers.
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Not Your Father’s Buying Decision
We asked 3 generations of B2B buyers – Baby Boomers, Gen Xers and Millennials – about their role in their organizations’ technology buying process.
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High-tech research on a low-tech budget
When you give advice to management on marketing plans, campaigns and messaging, what type of feedback do you receive?
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Four trends shaping B2B engagement
In many ways, B2B marketing is a lot like ice hockey. Forget about the pads, helmets and skates. Thriving marketers and PR pros agree with the advice of Canadian ice hockey legend Wayne Gretzky, whose father Walter once told him: “Don’t skate to where the puck is – skate to where it’s going to be.”
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It’s Time for Internal Communications Departments to Shine
Current circumstances confirm what internal communications experts have known all along: among the most credible sources of information during a time of crisis are employers.
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How B2B marketers should eat the data elephant
Everyone loves data, especially chief marketing officers (CMOs). They’re proverbial kids in a candy store – thrilled with so many choices – but perhaps puzzled by which piece to pick up first.
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How to hire a data geek…even if you don’t know much about data
Data is the new black, at least when it comes to marketing. But while there’s general agreement data is a competitive advantage in B2B marketing, its power is still largely untapped.
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How to Right Size Your Messaging Approach
Campaign success always begins with a clear, succinct, defendable message that separates a company and its products and services from the competition.
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Mobile Labs’ new website drives lead generation growth
When software developers need to ensure their apps and websites perform flawlessly on every kind of mobile device, they turn to Mobile Labs’ best-in-class mobile testing and development solution.
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Thought leadership campaign spotlights executive
There’s no shortage of small business technology experts doling out advice to aspiring entrepreneurs. NCR Silver, the small business division of point-of-sale giant NCR, recognized that its president, Chris Poelma, had a unique background and expertise that would set him apart from the crowd.
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Riskonnect’s thought leadership campaign forges industry category
Riskonnect helps company leadership understand and manage risk across the enterprise, and has become a trusted resource for many of the Fortune 500. But with numerous competitors and new risks flooding the market, Riskonnect realized it needed to position itself as more than a point solution – to become the face of integrated risk management.
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Building a brand for a machine-smart payments protector
Cybercriminals are constantly developing new tactics, attempting to stay one step ahead of banks’ detection and defenses.
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Content marketing drives 8x ROI for Snapfulfil
Within the first year, the results were astounding – for every dollar Snapfulfil spent on Arketi’s marketing efforts, it saw an 8x ROI.
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NRC Health forges visibility after rebrand
In today’s healthcare environment, patients increasingly behave like consumers, “shopping around” and picking and choosing between providers and hospitals.
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Effectiveness of Email Newsletters Depends on Who You Are Talking To
Some skeptics may ask, “Are email newsletters the right channel for BtoB marketers to reach their customers?” The answer is yes.
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What’s up with B2B Digital Marketing?
Ask any marketing pro how digital marketing has changed over the past five or six years and they’ll likely ask how much time you have to chat.
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Arketi’s Remote Manager eBook
Daily tips for keeping your remote employees engaged.
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Marketing reboot takes GT Software from legacy to leading edge
Mainframes may be perceived by many as old technology, but they still power everything from banks to airlines to power plants. But today, these computing workhorses must interact with newer technology, such as web and mobile apps.
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Cox Business builds awareness, thought leadership in crowded small business arena
Cox Communications is well known for its high speed internet and cable TV services in 18 states nationwide, but this big brand presence at times overshadows its Cox Business division, which provides a variety of services from broadband and phone to physical security systems for 350,000 SMBs in these same markets.
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Marketing Measurements That Matter with Andy Hilton
Measurements That Matter: Communication Andy Hilton of ADP shares how to make sense of the wide range of channels used to market to prospects and to measure the success of a campaign.
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Measurements that Matter with Mike Touhill of Novelis
The Best Marketing Communication Measurements and Methods Marketers work at a breakneck pace today. With thousands of communication measurement tools and hundreds of data points to analyze, it can be hard just to find a starting point, let alone uncover any meaningful insights. If only someone could simplify the task!
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7 Steps to Refresh Your Messaging
Customer concerns, needs and attitudes are always evolving. And if you’re not keeping up – you’re falling behind.
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Website Measurements that Matter with Daniel Lemin
Marketing Measurements That Matter: Website You’ve poured time, money and very likely blood, sweat and tears into your new website… now, how do you know it’s delivering? Google Analytics is packed with metrics – more than 200 – so how does one decide which ones to focus on?
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Why Outlines Make Us (and you) a Better Writer
Once your outline is complete and on target, then it’s time to start writing.