Here's How to Actually Get an ROI in Marketing | Entrepreneur
Utilizing industry-vertical newsletters with AI targeting can improve B2B marketing ROI by reaching engaged audiences and enhancing brand credibility. [ more ]
Intent data is a powerful tool in martech, providing a competitive advantage by focusing on buyers ready to purchase.
Only about 5% of B2B buyers are in-market at a given time, highlighting the importance of effective strategy beyond just identifying active buyers. [ more ]
B2B Marketing Databases: Everything You Need To Know
Data optimization is crucial for performance in extreme challenges like completing 50 Ironman triathlons in 50 days. B2B marketers can learn from this approach for personalized campaigns and efficient strategies. [ more ]
Can a programmatic approach bring efficiency, savings to B2B lead gen? | MarTech
Paid media in B2B lead generation is mostly done programmatically, while manual processes still dominate the industry.
Content syndication leads can be purchased through aggregators or by buying lists, but many marketers are skeptical about their effectiveness and transparency. [ more ]
Leader Spotlight: Scholarships as a performance marketing channel, with Jelena Stajic - LogRocket Blog
Jelena Stajić transitioned from quality assurance to product management at ScholarshipOwl, leveraging QA experience in understanding user needs.
ScholarshipOwl evolved from matching students with scholarships to incorporating a B2B component as a performance marketing channel for brands. [ more ]
Defining brand positioning, targeting audiences, strategizing channels, producing content, executing campaigns, and assessing performance are key components of a B2B marketing plan.
B2B marketing involves marketing products or services to other businesses, with two main approaches: lead-based marketing and account-based marketing. [ more ]
How B2B Brands Can Win with Programmatic Advertising
Programmatic advertising automates and streamlines the buying and selling of digital ad spaces, targeting specific B2B buyers based on various factors.
Programmatic ad spending is projected to reach $617 billion worldwide this year, and programmatic digital display ads made up 90% of digital display advertising spend in 2023. [ more ]
Integrate launches new Performance Center | MarTech
The new Performance Center by Integrate aims to accelerate and optimize marketing decision-making for B2B marketers.
The Performance Center offers two key capabilities: identifying gaps in account buyer groups and assigning trust and reliability scores to media partners using AI. [ more ]
LinkedIn has introduced a new ad format called Sponsored Articles, which allows Company Pages to promote LinkedIn articles for various objectives such as awareness, engagement, and lead generation. - Lindsey Gamble
Sponsored Articles on LinkedIn provide B2B marketers with an opportunity to increase visibility and engagement on long-form content.
LinkedIn's native experience keeps viewers on the platform, potentially resulting in more leads compared to redirecting them to an external site. [ more ]
Why performance branding is at the frontier of B2B marketing
Lead generation is often prioritized in B2B marketing, but a more balanced approach that incorporates performance branding can lead to longer-term success.
The B2B customer journey has become more complex, requiring marketers to optimize each stage to find the right balance between short-term sales activation and brand consideration.
Instead of solely focusing on lead generation, marketers should optimize campaigns to stimulate 'category entry points' throughout the marketing funnel. [ more ]