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The dream metrics

By: Jon VanZile on March 19, 2012

It's the holy grail of b-to-b marketing campaigns: a metrics and analytics platform that can measure total response to a marketing campaign across multiple channels—combining response from mobile, desktop, clicks, emails and even print into one data stream, then serving it up in a rapid, usable, way.

Judging marketing metrics

By: Jon VanZile on December 07, 2009

When it comes to an effective marketing activity, Heidi Melin, CMO of Pleasanton, Calif.-based Polycom, a provider of communications technology to businesses, said appearances can be deceiving.

How the Facebook redesign will affect marketers

By: Jon VanZile on March 20, 2013

On March 7, Facebook announced it is redesigning its News Feed, and since the announcement marketers and social media experts have been lighting up the Internet with speculation about what the changes will mean.

Facebook: The latest b-to-b frontier?

By: Jon VanZile on October 11, 2010

Michele Wickum’s company doesn’t seem like a natural fit for Facebook marketing at first —Wickum is the marketing director at SteelMaster Buildings, which produces corrugated steel buildings and roofing.

Handling feedback

By: Jon VanZile on January 03, 2011

It’s every marketer’s nightmare—an angry customer takes to Twitter or YouTube, and their rant is just original or funny enough to go viral.