Marketing Insights

The blog on all things marketing in the new age

How to use social media for ABM and hyper-targeted B2B marketing

Ivaylo Borisov, Dublin, IrelandWhy account-based marketing is so important? Cannot overestimate the importance of ABM (Account-based marketing) in B2B sales. One of the core differences between B2B and traditional marketing is that during the procurement process in an...

What is on top of my wish list for functionalities in LinkedIn Campaign Manager?

What is on top of my wish list for LinkedIn functionalities? No doubt that LinkedIn is one of the fastest growing and, if you want, reputable social network. And for HR and other professionals, I guess unrivalled. Even New York Times had a positive article on...

Content marketing and thought leadership of the B2B firm – how to plan strategically

Ivaylo Borisov, Dublin, IrelandContent marketing is at the core of the marketing strategy for the B2B firm. As I often say, content marketing is one of the three pillars of B2B marketing – web site and blog, content and social media or primary owned internet platform,...

B2B marketing strategies of the tech company – best practices

Two are the most critical factors for success of the technology firm – R&D and marketing. But in many sectors, the technology firms are competing on applications of similar technologies or simply commodity offerings with marketing of their achievements becoming...

The eight elements of the B2B marketing mix of the technology firm

Two are the most critical factors for success of the technology firm – R&D and marketing. But in many sectors, the technology firms are competing on applications of similar technologies or simply commodity offerings with marketing of their achievements becoming...

B2B marketing strategies of the tech company – best practices

Two are the most critical factors for success of the technology firm – R&D and marketing. But in many sectors, the technology firms are competing on applications of similar technologies or simply commodity offerings with marketing of their achievements becoming...

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

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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