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Research Summaries

Featured Article
How are B2B marketers deploying social media tools? (PDF file)
Itracks recently conducted an online survey of BMA members to get a better handle on how they’re using social media. The survey garnered 70 responses. Among the results: of the 89% of companies now using social media, 49% of them believe LinkedIn provides the best ROI, followed by Twitter and Facebook.
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Gleansight: Mobile Asset Management (PDF file)
The explosion of social media, mobile applications and multi-channel customer experiences is forcing b-to-b marketers to address these so-called "glocal" challenges. However, a new breed of digital asset technology has emerged to help marketers navigate the glocal terrain. A report by market research firm Gleansight explores how implementing Marketing Asset Management (MAM) solutions can address the obstacles of global marketing.

CMO 2007 Marketing Outlook
Challenged as never before to instill new disciplines, skills and focus in their organizations, top marketing executives responded aggressively in 2006 by shaking up internal departments, jettisoning underperforming agencies, and bringing new metrics and measurability to programs and initiatives. The climate of change continues in 2007 as executives make further changes to upgrade organizational effectiveness, strengthen customer engagement, and achieve even greater measurability. Most marketers say they will have larger budgets in 2007 to accomplish these goals.

Define & Align The CMO Report  LOGIN REQUIRED
Just what does it take to be a Chief Marketing Officer? Despite the rising popularity of the CMO moniker, this is a serious and fundamental question that remains unanswered at many of the companies that have adopted the title for their senior marketing executives. Ironically, all the hyperbole – combined with a real lack of definition and a failure to align qualifications with business expectations – threatens the very viability of the Chief Marketing Officer as a meaningful and critical position.

Technology Buying And Media Consumption Survey Report - Q1 2007  LOGIN REQUIRED
This report represents the first in a series of quarterly technology marketing surveys to TechTarget’s IT Research Panel. The intent of this report is to establish a benchmark of the buying priorities and media consumption trends of information technology professionals as of Q1 2007 so to monitor any changes over the course of time.

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