Tag: social media

March 14, 2019

At best, personalization at scale sounds like an oxymoron. At worst, it sounds like one of those mottos that CMOs throw around but that doesn’t translate to reality. By most definitions, personalized content can’t scale from the individual customer to […]

March 13, 2019

Original research, quotes from customers and comments from industry experts are the top three elements in content that help build B2B brand trust, according to a new survey. The report from Vennli, which surveyed 100 senior-level B2B marketers on the […]

February 25, 2019

I am adding my voice to the chorus of observers who predict various developments in 2019 for B2B marketing. My policy is to avoid reflecting on my past predictions, which are likely unrealized and full of errors. Instead I shall […]

February 21, 2019

Thanks to the combined rise of tech and our desire for human interactions, we’re choosing experiences that enable us to simultaneously exist in our real and virtual worlds more than ever. As a case in point: Look no further than […]

February 15, 2019

When the first trans-Atlantic cables were laid to connect the U.S. and Europe with the telegraph, it was believed the world would finally begin to understand each other. Similar claims were made with the introduction of radio, the internet and […]

February 12, 2019

In my keynote sessions, marketing training classes and even in past posts for Target Marketing, I’ve asked a critical question of marketers representing all levels of expertise over the past several years: “The 4 Most Powerful Words for Closing Sales?” […]

February 11, 2019

Can brands do what government and political leaders apparently cannot and use social media to help foster connections between people and bring them together? A recent report by Sprout Social, “Creating Connection: What Consumer Want From Brands in a Divided […]

February 8, 2019

In B2B marketing and advertising, goals are all about identifying the right audience, the right time to engage them, and the right approach to the engagement. Identifying the right audience is a staggering task unto itself, but intent analysis has […]

February 7, 2019

Intent analysis should do more than just show whether or not an account is in-market. Such a simplistic, boolean decision forces you to decide when and how to execute a marketing strategy in response to building intent momentum. Until that […]

February 6, 2019

Many look at the relationship between outdoor advertising and digital advertising as combative. We already know that out-of-home advertising works (here’s why). However, it is important to see the ways that the digital world enhances traditional ads and vice versa. […]