Unified marketing takes “integrated marketing” to another level. While integrated marketing is about tactics working together, unified marketing starts with the strategy and concept and drives all messaging and tactical decisions. Here’s how to try it during the 2013 marketing planning cycle.

According to Forrester Research, spending on email marketing, delivery, analytics, integration and creative will approach $2.5 billion annually by 2016, up from $1.5 billion in 2011, a compound annual growth rate of 10 percent. Since email is becoming more valuable in the B2B market, I encourage you to take a second look at your email marketing strategy and examine what your database of email addresses is worth.

The Public Relations Society of America recently unveiled their list of 12 trends that will change the PR industry in 2012. Noted on this list is the convergence of brand management and reputation management functions within organizations.

We’ve all heard life is like a box of chocolates, I’ve recently heard email marketing is like a restaurant, but I feel I can really relate a successful B2B marketing team to the workings of a renowned hospital.