Author: Andrew Spoeth | Website | Twitter

Andrew Spoeth works as a senior marketing manager at Marketo, the fastest growing company in the marketing automation / revenue performance management industry. There, he plays a key role in social media, marketing programs, and thought leadership strategy. You’ll also find him speaking at industry events, blogging and co-moderating the weekly Twitter #B2Bchat series. You can follow him at @andrewspoeth.

Articles by Andrew Spoeth:

• The Role of Conferences and Trade Shows in B2B Marketing [#B2Bchat]

  As a B2B marketer, you’ve likely attended many of them, worked at them, and perhaps even spoken at them. Conferences and trade shows are a staple in a business marketer’s diet. But how well do conferences and trade shows really work?

  Join us this Thursday at 5 p.m. Pacific for a brand new #B2Bchat on the role of conferences and trade shows in the B2B marketing mix!

• Metrics That Matter in B2B Marketing [#B2Bchat Recap]

  Measurement is close to the heart of many marketers, and B2B marketing is no exception. We decided to take on the topic of metrics after it was recommended by several of our #B2Bchat community members.

  Here is an edited recap, the highlights of our August 26, 2010 Metrics That Matter in B2B Twitter chat.

• Metrics That Matter in B2B Marketing [#B2Bchat]

  Measure everything!

  That has become the marketer’s mantra since modern analytics tools have made it easier than ever to measure almost every aspect of our businesses.

  But is a comprehensive measurement strategy the key to success? Absolutely not. It’s only a start.

• Mobile and B2B Marketing [#B2Bchat]

  What does the move to mobile mean for B2B marketing?

  You’ve heard the anticipation for years: mobile will take over the Web and transform the Internet experience as we know it. Although the days of change haven’t come as soon as some predicted, the shift appears to now be in full flight.

• How to Produce and Promote Webinars Successfully [#B2Bchat Recap]

  Webinars are an important part of the B2B demand generation toolkit. What advice do marketers have when it comes to producing, promoting, and following up on webinars? We put this question to our #B2Bchat audience in our latest session. Here is what the experts had to say, enjoy the recap.

• Search Engine Marketing and B2B – #B2BChat

  The amount of money companies spend on Search is forecast to double within five years, from $16bn to $32bn between 2009 and 2014, based on a recent study by Forrester Research. And according to a survey by Sapient Interactive, 33% of CMO’s and senior marketing professionals state that Search campaigns deliver the best results, ahead of email (23%) and display advertising (14%).

• Measuring the Value of Digital Marketing [#B2Bchat Recap]

  How do B2B marketers tackle the question of marketing campaign value? Do we make strategic decisions based on real, actionable data?

  With the firehose of data that is available to marketers now-a-days, it’s becoming increasingly difficult to find the information that truly matters. And this is especially true for B2B with their typically complex, drawn out sales cycles.

• Measuring the Value of Digital Marketing – #B2BChat

  Attribution… measurement… return on advertising spend… cost per lead… These are buzz words that marketing executives love. And they are ones that also keep them up at night.

  Join us for this week’s Twitter #B2Bchat session on Measuring the Value of Digital Marketing, Thursday, April 29 at 8pm Eastern (5pm Pacific). Follow @B2B_chat for updates.

• #B2Bchat – Lead Scoring Best Practices [Recap]

  More and more B2B marketers are turning to lead scoring as a way of optimizing lead management. In our latest episode of #B2Bchat, we dug into questions surrounding lead scoring. Here is a summary of the questions and comments, compiled:

• #B2Bchat – Lead Scoring Best Practices

  More and more B2B marketers are turning to lead scoring as a way of optimizing lead management. Many of us will remember when we used to process raw Excel lists, handing over hundreds of names with job titles and companies to our sales department, only to find that leads weren’t being followed up on. It wasn’t possible to know which leads were the most interested in your company, and wasn’t easy to see which matched your target buyer.