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Strategy before technology
We have a mantra at Modern – ‘Strategy before technology’. But what does that mean in reality? Let me tell you a story… I once did an audit of a company’s tech stack. The person I spoke to said they had 26 pieces of tech across their business. But, when I asked them...
Tracking UTMs from Pardot into Salesforce campaigns
For any marketing team, the ability to understand exactly where your leads came from is gold dust. While tracking UTMs in Pardot is possible with the Google Analytics connector, it will only capture first touch and only for new prospects. But what about everyone else...
Third-party cookies: How B2B marketers need to prepare
Goodbye third-party cookies, hello more customer-oriented strategy. Recently, Apple and Google announced plans to abolish the use of third-party cookies in the feat to protect the privacy of consumers. These changes will dramatically affect the way we advertise and...
The power of intent data with marketing automation
In recent years, the martech world has exploded. So much so, according to Gartner, martech accounts for the largest proportion of marketing budgets (26.2%) with most organisations earmarking new technologies to invest in every year. Yet only 18% of brands have...
Drift and Modern accelerate their partnership across EMEA
Drift and Modern have announced that they will be extending their partnership to power-up Conversational Marketing across Europe. Modern is one of 14 industry-leading agency partners in the UK that have been selected to form part of the EMEA partner ecosystem. These...
How to create thought leadership that works
The term “Thought Leader” is nearly 30 years old. It regularly appears in lists of annoying business buzzwords. But it remains one of the most popular methods for B2B organisations to gain potential customers' attention. Why? Because when it’s done properly, it works....
Accelerate your ABM journeys with Drift
Mapping out ABM journeys is an essential step in preparing to execute your programmes. For success, all journeys need to be personalised, have authentic messaging and be humanised for maximum opportunity. Three things that Drift can offer on a plate. For starters,...
Content for every stage of the buyer journey
70% of B2B companies are prioritising content creation in 2021 (CMI, 2020). The way B2B business is done has gone digital and content marketing is part of that change. Content marketing allows you to increase brand awareness, share your brand story and values, educate...
B2B acquisition costs going up? Are they really?
I think I must have had my head under a rock as I hadn’t heard that B2B acquisition costs had gone up until recently, and I certainly hadn’t noticed that much – yet I work in B2B acquisition and live and die by cost-per-lead campaigns. For a recent new business...
How to power your content marketing with PR
PR teams, especially those in large B2B companies, often sit apart from their digital marketing colleagues and work on completely separate projects. Corporate news, major product launches, nurturing relationships with the most influential industry journalists....