English 
Nederlands From the category archives:
ROI & Marketing Accountability
ZMOT | why Zero Moment Of Truth applies to Business to Business too
The Zero Moment of Truth or ZMOT (“zee-mot”) refers to the online research a prospect undertakes when considering a new purchase. The ZMOT kicks in after one has seen an advertisement for a product a service, yet before the actual purchase is made. In B2C ZMOT may happen in the … Continue reading
Enterprise Marketing 2.0: social media marketing inspiration (not just in B2B)
Last week I attended Enterprise Marketing 2.0 (#EM20) in Amsterdam. Speakers from amongst others DSM, Ericsson, Philips, Dassault Systemes, DHL/ Deutsche Post shared their insights into how to leverage social media in new marketing. ROI as red thread The red thread at #EM20: the omnipresent ‘ROI in social media marketing’ … Continue reading
The ROI of social media marketing | some answers
Once in a while, I peruse the questions asked on LinkedIn in the Marketing and Business Development sections. Earlier today, the 1 million dollar question on social business was raised: “How will you measure the actual ROI from social media campaigns?”. – Dependent on the campaign, objective and industry, to … Continue reading
Shifting the B2B mix
Results of a study amongst 132 B2B marketers jointly conducted by Booz & Co, American Business Media (ABA) and the Association of National Advertisers (ANA) was presented last week. Assuming the findings are (or will soon be) relevant for the European and Dutch marketplace as well, this survey made me … Continue reading
Business 2.0: counting what counts
This morning before perusing my business mailbox a tweet by the omnipresent tweep @GuyKawasaki struck a chord with me. It’s one of these awesome TED videos that makes one sit back, relax and fully absorb the message. Bay Area hotelier ‘joie de vivre’ Chip Conley argues that we as business leaders, … Continue reading