Marketing Insights
The blog on all things marketing in the new age
B2B marketing strategy – how to build industry-focused brand positioning?
Ivaylo Borisov, Ardency ConsultingWhy industry-focused marketing? Critical part of any business planning is to determine the markets to address. For B2B companies in tech or professional services market segmentation starts with industry verticals. Business development...
How tech leaders leverage strategic marketing communications
Ivaylo Borisov, Ardency ConsultingCommunications as driving force for tech companies Leveraged strategically, marketing communications support business goals and organizational performance through corporate brand management and brand positioning to internal and...
How to empower marketing – eleven CEO moves to ensure marketing excellence
Ivaylo Borisov, Dublin, IrelandMarketing is critical for business success Marketing capabilities are on top of firms’ priorities. Multiple research reports from the likes of Deloitte and McKinsey show that marketing is getting more important for the organization with...
How to align paid social media strategies with business goals?
Ivaylo Borisov, Dublin, IrelandRecently in another article I discussed the account-based marketing opportunities which we can explore with the major social media platforms Facebook, Google and LinkedIn. While critically important to master, ABM is just a part of the...
Browse marketing insights from the leading international media
Modern marketing: What it is, what it isn’t, and how to do it
McKinsey Quarterly, By Sarah Armstrong, Dianne Esber, Jason Heller, and Björn Timelin
To drive growth in the digital age, marketing needs to modernize a specific set of capabilities and mindsets…
How Marketers Can Overcome Short-Termism
HBR, Christine Moorman
Lauren Kirby
Marketing is all about strategy — or is it? To find out, the August 2019 CMO Survey asked U.S. marketing leaders: “How much time do you spend managing the present versus preparing for the future of marketing in your company?”
Can great marketing save a bad product?
AdAge, Ben McCraw
As it turns out, consumers are loyal to brands that are equally loyal to them
Why marketers struggle to integrate in-app advertising
Forbes
Even as companies pour ad dollars into apps, they are finding it tough to blend the vertical into their overall marketing mix
B2B marketing strategy – how to build industry-focused brand positioning?
Ivaylo Borisov, Ardency ConsultingWhy industry-focused marketing? Critical part of any business planning is to determine the markets to address. For B2B companies in tech or professional services market segmentation starts with industry verticals. Business development...
4 Software-Marketing Messages Scaring Your Customers Away
Entrepreneur
Eliminate these from your arsenal and you’re bound to generate sales.
A Study of 597 Logos Shows Which Kind Is Most Effective
HBR
Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?
Marketing in the value exchange economy
AdAge
The marketer’s job specification used to be a little more straightforward. Buyer personas would be crafted, innovative campaigns were created and personalization was powered by masses of data points aggregated from all manner of third-party sources.
How digital is powering the next wave of growth in key-account management
McKinsey Quarterly
New research highlights what the best-performing sales organizations are doing.
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