Why Insight is essential

| July 29, 2016

article image
Insight informs everything we plan and do. Insight finds us new people to engage with, as well as helping us completely understand their needs, problems, feelings and people who influence them.

Spotlight

ValueClick Media

Fifteen years of experience and access to the global data resources of ValueClick, Inc. make ValueClick Media the largest and most robust advertising platform of its kind…

OTHER ARTICLES

Optimizing ABM with Influencer Marketing

Article | February 28, 2020

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.

Read More

The Missing Link in Your ABM Strategy Part 2

Article | March 19, 2020

In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology? While ABM technology can certainly help marketers leverage data and speed to drive maximum efficiency, delivering personalized experiences off the back of a holistic data-based understanding is just part of the equation. ABM technology, on its own, can’t meet the need for a personalized and connected experience that our customers have come to expect.

Read More

How to Adapt B2B Digital Marketing to the Buyer Journey in 2020

Article | April 15, 2020

Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Once we understand what’s already working for a client, we can then apply an informed strategy to amplify their successes. Occasionally, we may also recommend that a client step back from a few marketing tactics that might not be working well enough.

Read More

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

Spotlight

ValueClick Media

Fifteen years of experience and access to the global data resources of ValueClick, Inc. make ValueClick Media the largest and most robust advertising platform of its kind…

Events