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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....
Our new normal is still taking shape. Businesses and marketers are still learning how COVID-19 has accelerated digital adoption. What we do know is that buyer groups and B2B sellers are facing this new normal together, and we can learn and act from that starting...
In recent years we’ve seen a proliferation of new advertising technologies in B2B. From intent data to artificial intelligence technologies, there are now more ways than ever to target your audience and manage digital campaigns. This is a great thing. However, there...
Are you reviewing your B2B digital ad strategy at the moment? B2B digital advertising spend is currently increasing year-on-year. Last year, the money outlaid on B2B digital ads soared by over 22% in the US alone. And the increase in spending is not just happening in...
As years go, 2020 felt longer and more challenging than ever, where the resilience of marketers seeking to deliver their ambitions in B2B digital marketing strategies was been tested in new ways, expected and unexpected. The year started with a great deal of...
When you are tasked with setting up a series of Pardot emails to be used in Engagement Studio (ES), getting that first template 100% right is key to ensuring the rest of your process runs smoothly. Why? Because there are certain nuances of setting up emails in Pardot...