In today’s marketing world, “print collateral” is a deceptive term. To meet the demands of today’s digital world, collateral pieces must translate beyond print and into digital formats. This new definition has resulted in marketers shifting design philosophy to remain effective in all media and accommodate the widest audience possible.

The Role of Collateral in a Digital Age

B2B Marketing Minute is packed full of ways business-to-business (B2B) technology organizations can generate revenue and accelerate growth through intelligent strategy, public relations, messaging, branding and demand generation. Brought to you by Atlanta-based Arketi Group, a high-tech business-to-business digital marketing and public relations firm, this podcast series covers BtoB best practices, ideas and news from branding, positioning, and messaging to advertising, web development and online marketing. Consistently recognized by Chief Marketer magazine as one of the nation's "B2B Top Shops," Arketi helps its clients use marketing to generate revenue. Companies benefiting from this approach to B2B marketing include Aptean, Cox, Equifax, First Data, Landis+Gyr, NCR, NRC Health, Sprint and UL.

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Putting on our analytics cap to ensure efforts contribute to the bottom line for clients, the Arketi team is trying to better understand the metrics that matter most in B2B content marketing. To do this, we’re speaking with Michael Brenner, author of "The Content Formula."

To continue our Measurements that Matter series, we spoke with Rand Fishkin, best known as The Wizard of Moz, to discuss measurements for search engine marketing.

Content Marketing Measurements That Matter with Michael Brenner

Putting on our analytics cap to ensure efforts contribute to the bottom line for clients, the Arketi team is trying to better understand the metrics that matter most in B2B search engine marketing. To do this, we’re speaking with Rand Fishkin, Founder of Moz.

To continue our Measurements that Matter series, we spoke with Rand Fishkin, best known as The Wizard of Moz, to discuss measurements for search engine marketing.

Search Marketing Measurements That Matter with Rand Fishkin of Moz

Putting on our analytics cap to ensure efforts contribute to the bottom line for clients, the Arketi team is embarking on a journey to better understand the metrics that matter most in B2B technology marketing. To do this, we’re speaking with some of the smartest industry experts measuring marketing and communications.
To kick off our Measurements that Matter series, we spoke with Katie Delahaye Paine, best known as The Measurement Queen, to discuss measurements for PR.

Measurements that matter with the PR Measurement Queen Katie Paine

Quantity vs. quality – when it comes to leads, most Sales teams will say they want both. So what do you do when your paid search campaign is driving low quality leads that don’t convert to customers? That was the challenge UL EHS Sustainability had been grappling with when they engaged Arketi Group.

The Role of Collateral in a Digital Age

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