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Vol 16. No. 4 (Jun 2015)

Case studies

Using live data and social amplification to drive fan engagement

2014 was IBM’s 25th year sponsoring the Wimbledon Tennis Championships. As the technology partner to the All England Lawn Tennis and Croquet Club, IBM wanted to support the Club’s ambition to extend the visitor experience across digital channels...

Miele Professional

Miele Professional provides laundry and cleaning equipment and processes for which it identified the care home sector and hotel industry as prime prospects. Through the adoption of a content-driven email-led integrated marketing strategy, it has...

Editorials and opinions

Editorial: Navigating business-to-business marketing

Welcome to this special business-to-business (B2B) edition of the IDM Journal. The IDM manages a series of leadership and practice councils. These advisory boards provide a professional and experienced perspective of marketing in practice.

Best practice in business-to-business email

Most business-to-business marketers rely on email as a core channel in their campaigns. With a high degree of clutter, ensuring your message gets delivered, opened and acted on is critical. This article offers some practical advice on techniques...

Can marketing automation be the glue that helps align sales and marketing

Marketing is constantly challenged by sales to generate high-quality leads. This can turn into a focus on internal needs and processes, such as new marketing automation solutions, rather than understanding what prospects need and how this can be...

Content or Technology? Technology every time

Marketers have been focusing on outputs that deliver an immediate impact, such as content and creative. But if marketing wants to take its rightful place at the boardroom table, it needs to look seriously at the impact it can have on the...

Marketing automation: Lessons learnt so far

Marketing departments have been faced with an explosion in the number of technology solutions on offer to support their activities. This article offers practical lessons on what to consider before and during the adoption of marketing automation...

Opinion Piece: Content (adj.)

Content is highly appealing to marketers, but does not always have the same impact on prospects as is hoped for. This article argues that marketers need to consider adopting the opposite of business as usual in order to achieve the desired standout.

The great oxymoron: B2B UX

Studies over the years have shown that business-to-business (B2B) software (and to some extent websites) does not deliver the same experience as its business-to-consumer (B2C) counterparts. This piece addresses the need to consider UX more in the...

Unlocking the power of data under the new EU General Data Protection Regulation

Progress is being made on the proposed European General Data Protection Regulation, which is now expected to come into force in 2017/18. This article considers the issues that remain to be resolved and offers ten top tips for marketers to prepare...


Getting IT to work for marketing: Exploring collaboration between marketing and IT functions for the delivery of marketing innovation

The success of marketing automation investments depends on information technology (IT) delivery possibilities being effectively linked to marketing business needs. Innovators, however, have run into problems with collaboration between marketing...

Business reputation and social media: A primer on threats and responses.

With the emergence of the interactive web (or Web 2.0), social media applications gained enormous popularity among internet users, forcing businesses to adapt their marketing strategies and engage with social media as part of their marketing...

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 25 years we’ve trained 70,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

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