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Most B2B marketing benchmark reports are completely useless. That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all sorts of data bias, and/or 2) the data fails to account for the wide variance caused by differences in offer (e.g. webinars… Read More
There’s a fascinating article over at LinkedIn: “You Are What You Signal,” in which the authors discuss the concept of “signaling theory” in advertising, best summarized in simple terms as the way in which ads “signal” a consumer into trusting a particular brand. Signaling theory posits that consumers trust brands… Read More
A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?” My response: In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very… Read More
Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers. You can download an executive summary of the survey results here. Here’s my take on some of the key findings from the report: Digital ad spending increased 14%… Read More
More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’ annual confab on all things marketing. Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation,… Read More
You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. Both leverage the power of Big Data,… Read More
Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Which social media platform… Read More