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Get the most out of Pardot Getting a shiny new marketing automation tool is always fun and games. But it’s also a big investment, which means B2B marketers are always under pressure to start demonstrating its value straight away. With that in mind, it’s still never...
Tackling data privacy regulations in a data-driven, digital-first marketing world is not easy. Between new data privacy regulations and the abolishment of third-party cookies, it’s clear that the heyday of endless granular consumer data is reaching its end. This is...
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...
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...
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...
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...
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...
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...
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...
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....