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The tide of persona-based marketing (in B2B)
As an agency marketer, I’ve always had a disconnect with the focus of businesses selling to other businesses. It stems...
The power of intent data with marketing automation
There are several answers for this, but it mainly comes down to adoption levels, complexity and integration. The technology is...
Measuring ROI from ABM
In 2021, 70% of marketers report using an ABM programme which is a 15% increase since 2020. Although increasing,...
Digital Connections 2.0: Interview with Nick Webb, CMO, CloudPay
What role does marketing technology play in your organisation?
In theory, marketing technology platforms should be supporting our marketing processes,...
Do You Really Know Your Customer? How Your Tech Stack Can Unearth True Insights
As marketers, we exist for our customers. As a business, we exist for profit. The only way we can drive...
A Shift in the Direction of Planning Where Strategy Leads Technology
In this article, I’ll share some of the ways we’re seeing our clients transition and shift to a deeper focus...
The Principles of Mapping the Customer Journey
With customer interactions being predominantly digital in today’s world; how a customer interacts with your digital properties and the information...
Setting the Path for B2B Personalisation in Programmatic Advertising
Many of our clients use Demandbase or 6sense, and many of the features are well known, particularly for targeting by...
Why Audience Insights Should be Central to your Content Strategy
It was a solid campaign and it achieved brilliant results. DISC certainly isn’t new and many businesses (including ourselves) have...