Business Management

3 Reasons to Renovate Your Website (And 3 Sites That Are Getting It Right)

An Outdated Website May Have Bigger Consequences Than You Think   Guest Contributor: Chris McCutcheon, Interactive Manager Websites. We see and interact with them every day, and it seems there is one for just about everything. As an interactive manager at ER Marketing, I’ve seen it all when it comes to websites—the good, the bad, and …

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Content Marketing & SEM: Stats Any B2B CMO Should See

Why Content Marketing Should Be Part of Your Digital Strategy   Content marketing. Heard of it? If not, you probably haven’t been reading much Navigate-the-Channel. We’ve spoken a lot about how content is an incredibly effective B2B strategy to provide more information to customers at the early stages of their buyer’s journey, establish companies’ trust …

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Why Do B2C Brands Have More "Epic Fails" Than B2B?

  Guest Contributor: Matt Hillman, Creative Director Google the term “fails” and you net more than 350 million results—everything from proposals gone wrong to typos on billboards. Narrow it to “brand fails” and that number drops to just under 90 million. Expand the search to “b2b brand fails” and it falls to 325,000. So what …

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When Selling Building Products, Opt for Simple

Lessons Learned from the 2016 ISC West Show   As building products marketers, are we overcomplicating things? Do we consult with people down the channel—including customers and even our own sales teams—to make sure we are delivering the best information in ways that are easy to consume? Most importantly, who can we look to for …

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