B2B Marketing Zone

More by Ian Michiels

Ian Michiels is a seasoned research analyst, strategic consultant, and business executive with a strong background in analytical and creative marketing. Prior to joining the leadership team at Gleanster, Michiels was the VP of Advisory Services at Marketsphere Marketing, a leading professional services firm, where he helped companies such as Nike, Sears Holdings, T.Rowe Price, Franklin Templeton, Caesars International, and Adobe maximize success in marketing operations. Follow Ian on Twitter: twitter.com/InsightFanatic

5 Reasons Sales Should Be Excited About Marketing Automation

Despite the name, marketing automation was never intended to be a marketing technology, even though about 80% of investments in marketing automation are driven exclusively by the marketing department. The expectation was – and is – that the system would

Important Considerations Before You Invest in Marketing Automation

2014 should be a great year for marketing automation; frankly, the last two years have been great years for marketing automation. We saw multiple IPOs, acquisitions galore, demand for new positions with titles like “VP of Demand Generation” and “Marketing

Measuring Social Media ROI for B2B Marketers

Social media return on investment (ROI) is a tricky subject for marketers. But, for B2B marketers it’s especially difficult given the nuances of a B2B sale. In a B2B setting, organizations are looking for targeted buyers in specific roles and