Today’s consumers are digital creatures, so for brands, capitalizing on the connection and conversion opportunities provided by mobility is key. Remarketing and retargeting are two common and highly effective ways marketers generate and nurture leads. Although the strategies are often discussed as though they’re interchangeable, the truth is remarketing and retargeting are two different animals. Let’s explore what they are, …
The New Tech + Media Landscape [and What You Need to Know to Survive It]
After having this browser tab open for weeks on my desktop, I finally made time to dig into tech strategist, Michael Wolf’s presentation to the WSJDLive, the Wall Street Journal’s Global Tech Conference. What a great presentation this was and after making it through all 177 slides, it’s almost impossible to pick just a few topics to discuss, but I …
Want To Sell More? Online Events and Webcasts Could be the Content B2B Marketers are Missing.
The cornerstone of B2B marketing is giving prospective customers what they need, when they need it. This helps them find the information and resources they need and, equally as important, it helps B2B marketing teams move those prospects along through the sales process, ultimately ending with a handoff to the sales team and the holy grail—conversion. It probably goes without …
Can Artificial Intelligence Fuel Your Lead Generation Efforts?
Let’s play a little word association game. I say: Connecting with your audience and improving brand awareness. You say: Content and Social! I say: Staying competitive in a mobile world. You say: Digital transformation! I say: Revolutionizing B2B sales and lead generation. You say: Artificial intelligence! Wait . . . what? Yes, it’s true. Here’s why. Siri and Cortana, meet …
Generation Z: Teens, Tech, and What the Future Holds
I abhor sweeping generalizations and tossing all members of a demographic group into a stereotype. While the reality is that it is not uncommon for people in certain age groups to have distinct preferences, interests, and tendencies, this doesn’t necessarily apply to all in that age group, and there are exceptions in every instance. But, whether you’re a marketer, a …
Omnichannel: Understanding the New Customer Journey
The balance of power has shifted subtly over the last few years in the B2B market. From a situation where sellers were once pretty much in control of the buyer’s journey through a limited number of channels, we have seen the rise of the self-directed, sophisticated B2B buyer who has a plethora of available channels, and who wants to be …
Is Your Business Optimized for Cloud? Most Fall Short, New Study Says [REPORT]
There’s a lot of talk about cloud these days—which one is best (public, private, or hybrid)? What’s the best adoption strategy? How do you handle security? What are the risks and benefits? The pros and cons? And, a big question likely on the minds of a lot of you enterprise execs and IT directors…what are others in my industry doing …
Why Your Brand Needs to Find the Social Promoters
Influencer marketing is all the rage, but in too many instances, brands get this wrong. A big follower base on a particular channel, or a certain amount of website traffic does not a successful influencer make. Influence, by its definition, means the ability to get people to do something. Vanity metrics like friend/follower counts, “likes,” or even traffic data doesn’t …
