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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CORE
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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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.
Article
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.
Insight
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.
Insight
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.
CORE
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!
Insight
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?
Article
Why Outlines Make Us (and you) a Better Writer
Once your outline is complete and on target, then it’s time to start writing.
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Measurements that Matter with Equifax’s Vice President of Solutions Marketing Laurie Hood
Marketing Measurements That Matter: FinTech Today corporate marketers have access to more data, information and insights than ever before. All this Big Data should help us measure marketing in ways previously not possible. Let’s learn the measurements that matter to Equifax Vice President of Solutions Marketing Laurie Hood.
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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?
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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.
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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.
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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.
Article
What Does Color Mean for your Brand?
Psychologists have proven color can increase brand recognition by up to 80%.
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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.
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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.
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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.
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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.
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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.
Insight
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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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.
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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…
Article
7 Tips for Marketing to Millennials
Working off our research and decades of experience, we have developed 7 tips for marketing B2B technology to millennials.
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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.)
Video & Webinar
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.
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Why asking why makes us better marketers
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.
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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.
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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.