Michelin says 'go green and save money'

What techniques could help you take your brand forward? You'll find a wealth of articles and insights in the Branding section that could help you identify and capitalise on opportunities for your brand to grow – including some surprising ones such as HR and M&As.

From audience selection to results analysis and strategy refinement, data has the greatest potential to increase your marketing effectiveness – but it's also the hardest for B2B marketers to get right.

Tap into the resources in the Data section of the Knowledge Bank to get the biggest bang from your data buck.

The rise of techniques such as demand generation and lead scoring is increasingly empowering marketers to work together more productively with sales. Meanwhile, a new generation of marketing applications is enabling brands to increase effectiveness and enhance ROI through automation of standard tasks and techniques, providing better outputs to the sales function.

The Knowledge Bank provides practical guidance on how to employ these new techniques, benefiting marketing both to existing customers and to prospects.  

 

 

The web is the primary customer interface and shop window for all B2B organisations, particularly those without a physical distribution network. Therefore, ensuring that it delivers the best possible ROI is a critical priority.

This Knowledge Bank provides marketers with practical advice and guidance on how best to enhance the visibility of your website, and to maximise its effectiveness at driving website conversion, focusing on search marketing, online advertising, website optimisation and web analytics.

Social media promises to transform the world of B2B marketing, allowing brands to engage directly and intuitively with decision makers and influencers and generate highly effective and profitable relationships.

This Knowledge Bank is dedicated to this emerging and rapidly evolving area of B2B marketing, providing guidance on how leverage the various techniques and tools, and case studies demonstrating practical application by leading brands.