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Paid advertising strategy: the basics
Gartner research shows CMOs have shifted spending commitments across their channels and programs, with paid digital (digital ads and search ads) being one of the top priorities in 2021. With that, there’s been a rush to push out campaigns and spend allocated budgets...
What you need to know about Google Analytics 4 (GA4)
Google Analytics is used by 56.7% of all websites and is the most widely used analytics platform on the web. Since its launch in 2005, Google has launched 4 iterations, the newest version GA4 launched in October 2020. GA4 is a big change and while it offers new...
What does a CMO look like in 2022?
As a CMO, your purpose is to support sales, drive growth, gain customer insight, increase customer retention, and make sure everything is on-brand (also known as being the brand police). In a world that has changed rapidly over recent years, your role has transformed...
ParDreamin Q&A: Tracking UTMs from Pardot into Salesforce Campaigns
UTM tracking codes are an excellent way to track all of your marketing campaigns. But how can you track them through to your Salesforce Campaigns? In October, I had the pleasure of speaking at ParDreamin 2021 about how UTM parameters can be used to track the traffic...
Check, check and check (your LinkedIn B2B Digital Marketing checklist) again
Over the last five years, LinkedIn has seen a significant boom, and B2B marketers have taken full advantage of it to fuel growth and see results. In the last 12 months, 96% of B2B marketers used LinkedIn to distribute content. And, with more people working remotely we...
How Apple’s Mail Privacy Protection is affecting your email marketing strategy – and what to do about it
This month, Apple Mail has updated its mobile app with a new Mail Privacy Protection (MPP) feature. The new feature allows users to control and monitor the apps use of their data, making it harder to track email open rates - ultimately losing key statistics for...
Demand Generation: The End of Forms
We’re seeing a growing trend in demand generation which is focused on offering up content and insight without asking the user for data. It’s a long-awaited debate and much needed. To be frank, there are technologies available that don’t require us to use a form, yet...
Managing change
We recently launched a new podcast series – Modern Perspectives where we share insights from B2B leaders and explore how they deal with transformation, change and technology in a marketing context. In the sixth and final episode, hosted by Nicola Ray, we spoke with...
Modern Perspectives podcast: Managing change
In the final episode of our podcast series, our CEO Nicola Ray welcomes Stephen Davis, EMEA Marketing Director at Roland and Michael Bernard, Ex-CMO at IBM. The episode is all about managing change. With all of these changes surrounding us every day in business, how...
Maintaining a resilient culture in times of change
We recently launched a new podcast series – Modern Perspectives – where we share insights from B2B leaders and explore how they deal with transformation, change and technology in a marketing context. In the fifth episode, hosted by Lewis Webb, we spoke with two...