Author - Robert Wilber

Earlier this week, I discussed the growing impact mobile web access is having on B2B marketing. As one can imagine, the more smart phones and tablets develop, the more remote web traffic will continue to increase. With decision makers reading emails, reviewing websites, etc while out of the office, new opportunities[...]

As of last year, almost ten percent of all US web traffic came via mobile devices. With the booming popularity of smart phones and tablets, most people do not see this number dipping below the double digits any time soon. I recently discussed some issues B2B marketers should consider prior to rolling out a mobile[...]

If you frequent this blog, you may have noticed an increased emphasis on visual content over the past few months.  While written content will always have an integral role in a business’ marketing activities, there is no denying that visual content has gained significant traction over the past few years. Image-heavy[...]

“Go where your audience is.” It’s a piece of advice that social marketers encounter all of the time. Whether you are a B2B or B2C company, if people are engaging with a site, your business should be there, right? For the most part, people would agree. However, there is one social network that has proven to be a point[...]

If you’re a marketer, you know the importance of quality content.  You hear it every day.  Google the phrase, “Content is king,” and you will be rewarded with over 1.1 million pieces of content.  The latest search engine algorithm tweaks reward sites that consistently produce original pieces. Without memorable, engaging[...]

Email campaigns can be among the most effective tools in a marketer’s arsenal. However, they can just as easily be the source of great frustration. As spam filters improve and the public becomes more conditioned to delete any email from an unknown source, marketers must continue to tweak and adapt their strategy.[...]

Earlier this week, I discussed the importance of storytelling in B2B marketing content.  One area of storytelling that I briefly touched upon was product positioning. I’d like to further explore that subject, in particular, how product positioning and messaging impact the effectiveness of your marketing campaigns.

In a survey published last year, B2B marketers were asked what they considered, “the three most important elements of effective content?” The number one answer, by a resounding margin (nearly thirty percent), was, “Engaging and compelling storytelling.” The second-most oft-cited challenge for content creators?[...]

The term “Customer Experience” (CE) can elicit skepticism within some B2B companies.  Most B2B products, services, and solutions lack the “sexy” nature of consumer offerings, leading some marketers to believe that devoting resources towards the “experience” is a misappropriation. Accenture has found that, “Nearly half[...]

The term “Customer Experience” (CE) can elicit skepticism within some B2B companies.  Most B2B products, services, and solutions lack the “sexy” nature of consumer offerings, leading some marketers to believe that devoting resources towards the “experience” is a misappropriation. Accenture has found that, “Nearly half[...]