Business-to-business organizations sometimes are treated like the red-headed stepchild of the corporate world. They’re always last to get the shiny new object, last to adopt new policies and procedures, and last to try the new social networks. Consumer businesses have all the fun. Or do they? While consumer businesses tend to get the most attention in the news...

If you’re a marketer charged with implementing a full scale employee advocacy program for your enterprise (or even SMB) operation, you’re faced with a seemingly daunting task. In a company with more than 50 people, it’s no longer enough to stick your head over the cubicle partition to ask Fred if he can tweet about the new product update you’re rolling out. Nor...

For B2B marketers, the game has changed. The core model remains the same: set goals, and use the right set of tactics, tools, and channels to achieve them. But the makeup of these methods is shifting, as are the ways in which we’re measured. This graphic from Marketing Land visualizes the new era of B2B marketing accountability: Driving traffic, on its own, isn’...