A New Way to Understand Your Social Media Audience
Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media...
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Using New Data for Marketing that is “Just Right”
You go to Macys.com and you see baby clothes prominently featured on the homepage. You sign up for the newsletter that promises daily special deals on baby clothes and toys. It is a no-brainer, your...
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Bad Advertising Advice: Go Where Your Audience Is
It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive. This advice leaves B2B marketers looking...
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B2B Online Advertising: Improve Targeting by 10x (or more!)
B2B advertising begins with the target audience. Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with. However, one of the first...
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Marketing Automation’s Next Frontier: Madison Avenue
Marketers have invested in marketing automation, content and, in many cases, creating complex business rules to determine what content and message to deliver when. This represents a significant...
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A New Way To Connect Twitter To Lead Generation
B2B marketers are so anxious to generate leads from social media they are turning Twitter into a list for cold calls and mass email blasts. In the last couple weeks, two companies have emailed or...
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3 Steps to Using Data in an Imperfect Data World
Data is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist. This isn’t just a...
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LinkedIn: Do New Offerings Make It the King of B2B?
If you are in B2B advertising, you cannot ignore LinkedIn. With great reach (#22 US site in January 2013 according to ComScore), extensive profile data actively maintained by the audience and granular...
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7 B2B Advertising Opportunities You Are Missing
B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising. However, many B2B marketing groups...
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Three Data Opportunities B2B Marketers Are Missing Today
For all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing....
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