How much targeting is too much targeting?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Frost Prioleau, CEO and co-founder at Simpli.fi. P&G made headlines in 2016 when it announced it would scale back on Facebook targeting. At the time, P&G CMO Marc Pritchard said, “We targeted too much, and we went too...
Six B2B content marketing predictions for 2018
Content marketing has evolved from a buzzword to the number one priority for marketers in 2017, accounting for 26% of a marketers entire budget. Here are six predictions for B2B content marketers to look out for in 2018 and beyond. As Professor Karl Schwab, Founder and Chairman of the World Economic Forum, wrote: “We are in the Fourth Industrial Revolution characterized by a range of new...
3 ways to build your brand identity using content marketing
Can your company’s content pass the “no-logo test”? When I work with digital strategy clients who are struggling with content marketing, I always ask them to take the logo test, inspired by this excellent Content Marketing Institute article. You should try it, too. To do that, copy and paste articles you’ve written, along with articles from your competitors, into Word...
How can small businesses compete in the new age of email marketing? 3 ways.
Email marketing isn’t what it used to be. Which is not to say that it’s become any less effective. Quite the opposite, actually: Email continues to offer the best return on investment around — outperforming other digital marketing channels substantially. In fact, according to the Data & Marketing Association and Demand Metric, email has a median ROI of 122 percent. So, all...
Influencer marketing for B2B: 4 examples that prove it can work
While it might seem like influencer marketing works harder for B2C brands, the opportunities for B2B brands certainly exist — you just need to know where to look. Influencer marketing has been a growing trend in digital marketing over the past few years, and it’s only gaining momentum in 2017. B2C brands have historically been the most eager adopters of influencer marketing, and many B2B...
How to train your B2B customer support team to build a loyal customer base
Building trusting customer relationships takes time and constant interaction, and there is no “one-size-fits-all” solution. In B2B, your customer is your most important asset. Not only do you rely on them to keep current operations successful, you lean on them as references to potential customers so your business can continue to thrive in the future. Building these trusting...