Thomson Reuters: Our First Year with LookBookHQ

Ramona Farrell, Campaign Marketing Operations Director for Thomson Reuters Financial and Risk, looks back on her team’s first year using the LookBookHQ platform. Ramona discusses the results, milestones and lessons learned along the way.


Geek out with Chris: Part 1

Hi, my name is Chris and I love technology and creating killer marketing programs, processes and campaigns that convert and drive revenue. In this new blog series, I’ll share the problems I’m solving (because chances are they’re problems you’ve had too) and the creative ways my marketing team is using content engagement to drive qualified demand and identify sales-ready buyers.

4 Things You Can Learn about Personalization from a 6 Year Old

Recently, while discussing inside sales strategies, a very wise and successful head of worldwide business development said to me, “Leigh, you have to make every call personal. You have to focus on personalization.”  This definitely resonated with me. For my business development team, personalization means knowing more than just someone’s name before you make a call. It means researching the company, where they are located, recent news releases, new hires, new products, etc. Heck, if I could, I’d find out what baseball team they cheer for and what they had for lunch! 

From Love at First Sight to Lasting Value: 4 Ways to Make the Most of Your Marketing Tech Investment

We’ve all been there. You fall truly, madly, deeply in love with that hot new technology that all the cool kids are using and you’ve got to have it. But at some point, the “love at first sight” phase comes to an end, and you realize that in order to see the rewards, you’ll have to actually start using it! Wait… it’s not auto-magic???

Explaining Modern Marketing to My Mom: Part 4

This latest post is inspired by an email I received from my mom Julia just before the holidays. It went like this: 

Dear Martha, when I give my email out to places like Shoppers*, I expect to receive an occasional email, but I am finding that they are coming daily. I will have to unsubscribe, but it’s too bad for the company: If they didn’t overdo it, I would have been happy to keep hearing from them.  

Take a virtual snow day!

A crackling fire, a steaming cup of (spiked) hot chocolate and a blanket of snow piling up outside… Who doesn’t love a snow day? It’s time to get jolly and test your knowledge of the white stuff. We’ve put together the definitive list of fun facts you’ll want to share at your next holiday party. Awkward silence? No problem! Did you snow….

10 Tips for Improving Your Form Strategy

For B2B marketers, forms are a necessary evil for converting anonymous traffic to known contacts, fast tracking a lead to sales, starting a free trial or registering people for a webinar or event. Forms may be needed, but that doesn’t mean that we can’t make the experience better for our prospective buyers. Here are 10 tips for how to get forms right.

Infographic: What B2B Marketers Can Learn from IKEA

Love it or hate it, IKEA is masterful at orchestrating a unique shopping experience and guiding your every move once you’re in their store. IKEA’s store layout is carefully designed to keep you there longer and to encourage you to engage with all that they have to offer. B2B marketers can learn a lot from IKEA about delivering compelling content journeys that hold on to a buyer’s attention. We’ve put together an infographic to get you thinking about how you can package, arrange and deliver your content in a way that satisfies your fast-moving buyers' appetite for more.

4 Things B2B Marketers Can Be Thankful For

As B2B marketers, we’re pros at identifying and solving problems. Iteration is one of our super powers and we can always make a campaign better next time. But sometimes we’re so focused on improving that we don’t stop to celebrate our successes or be thankful for how much B2B marketing practices and technology has changed for the better over the past few years. In honor of Thanksgiving, here’s a list of 4 things that B2B marketers can be thankful for.

The Attention Economy: How Traditional Marketing is Failing Fast-Moving Buyers

In 2001, Thomas Davenport and John Beck coined the phrase Attention Economy to describe the scarcity of attention and how to measure it, understand it and use it. It’s no accident that this idea coincided with the mass adoption of the web, which provided people with practically unlimited access to information. The notion of the attention economy is even more relevant today and it continues to have far-reaching implications for how marketers influence and educate their buyers.