Account-based marketing (ABM) platforms promised to revolutionize B2B marketing. They reminded us that it’s all about the account and elevated that understanding from a notion to a craft. They recognized that the importance of a lead goes beyond MQLs and SQLs, and reframed it as a significant account signal for prioritization and scoring. ABM platforms […]
Category Archives: branding
04
Oct
Oct
According to the research done by the sports and entertainment intelligence platform SponsorUnited, nearly one third of the businesses that have signed partnerships with influencers over the course of the past year did not have any such deals in 2023 or 2022 on their books. Ninety-six percent of those firms entered into a single collaboration […]
branding, Marketing, retargeting, Social Media
How to Properly Balance Brand Safety, ROAs, and Suitability in Social Media Advertising
27
Sep
Sep
As marketers face increasing pressure to maximize the value of their ad budgets, return on ad spend (ROAS) has emerged as a key performance metric. ROAS calculates how much money is generated for every dollar spent on advertising, giving a straightforward approach to assess campaign effectiveness. While ROAS is an excellent predictor of short-term profitability, […]
20
Sep
Sep
Someone in B2B should hear this today: AI isn’t a one-size-fits-all answer. A new core skill that every marketer must master in the future is the ability to distinguish between where AI may help and where human expertise is still required. Significant gaps exist in AI’s capabilities, especially in fields where human experience is required […]
13
Sep
Sep
We can create more content than ever before, but should we? What if we knew what buyers wanted and produced more of it rather than creating what was quick and/or simple? Last month, I released findings from our research that demonstrated the disconnect between content marketing and the buyer’s journey. Specifically, almost 80% of the […]
02
Sep
Sep
Fashion and beauty brands often get to use new technologies first. Many are digital natives who are making custom D2C digital strategies. There are also so many brands out there that any new idea could help one stand out, especially as the busy holiday season comes. Tuckernuck, a store that sells clothes and home goods, […]
06
Jul
Jul
In the past, dynamic pricing was common in markets. Now, in the digital age, it’s becoming popular again. This pricing strategy involves changing prices based on things like demand, time, and how customers act. It started in the airline and ride-sharing industries and is now used in many other areas, such as fast food and […]
29
Jun
Jun
Now that there is so much information available, it’s hard to decide what to do. This is a problem for both companies and consumers. When there are a lot of options, the fear of making the wrong choice can keep people from doing anything. This happens all the time, but it happens a lot in […]
branding, Programmatic ads, retargeting, Style
How to Change Multimedia and Martech Marketing for the Age of AI
08
Jun
Jun
Just as generative AI is coming into martech stacks, funds for it are falling to all-time lows. How then can marketing leaders make the case for expensive new tools when they need to make growth profitable? Getting the most out of your technology investments means coordinating your multichannel and martech plans. When it comes to […]
31
May
May
outlined by the actions that make specific possibilities more likely to become leads. As the market gets more crowded and the buyer trip gets more complicated, having the right tools can make your marketing efforts much more effective. I think that technology should only be added after it has been shown to be needed. Let’s […]
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