As editor-in-chief of Direct Marketing News, Ginger Conlon develops and directs its editorial vision and content strategy across all communications platforms. This includes a print publication and quarterly supplement, digital content, e-newsletters, customer publishing, and live events.Read Ginger Conlon's Predictions >
Customer expectations will continue to force marketing and sales collaboration.
So, as we all know, customer’s purchase habits have changed significantly. B2B customers are doing a lot more research before they reach out to salespeople. A lot of the statistics say that they’re 65 to 75% through the purchase funnel as far as researching information before they make that first contact to a salesperson at […]
Data continues to be a focal point
Data continues to be a focal point. Customer data has always been important to marketers since the dawn of when data was available, pretty much. But, it has become even more essential due to the velocity of data, the volume of data. I don’t want to use “big data” because it’s not just about that, […]
Context will be as important in B2B as it is becoming in B2C
Right now, there’s a huge and building buzz about contextual marketing – taking real-time data about customers and using that in the moment of truth to deliver messages, content, and offers. Most of that conversation is in the B2C area, however there’s the same significant opportunity for B2B marketers to harness that contextual opportunity. Think […]