The intersection of business strategy and creative advertising is often seen as the realm of B2C marketers. However, innovative B2B marketers also harness this intersection to deliver personalized, data-driven campaigns that address complex decision-making processes and longer sales cycles
Imagine being able to find all the news, articles, media appearances and social media posts relevant to your company in one place. Nowadays, traditional methods of analyzing the effectiveness of public relations activities (like press clippings) are being paired with new technologies to make this
The world of B2B buying is experiencing a generational shift. According to Forrester’s Buyers’ Journey Survey in 2022, Millennials and Gen Zers—those born after 1980—composed 64% of B2B buyers. In 2023, that figure climbed to 71% . This signals a dramatic shift in advertising initiatives, compelli
One of the trickier balancing acts of B2B sales is keeping your customers’ attention throughout a lengthy sales cycle. This process is known for being long and drawn out and requires meticulous decision-making. During this time, customers can end up in a competitor’s lead funnel. For businesses, th
Conversations on the internet produce massive amounts of unstructured data . Because of that, it's important to know what an organization wants to achieve with a social media listening initiative. Depending on the goal, the right tool might be a series of free Google Alerts or an expensive
When you look for a new product or service, do you put trust in the ads that promise amazing results, or is the price the determining factor? Maybe a friend has recommended a product to you, or you have bought it after carefully reading online reviews. Well, then, you’ve also experienced the power o
