There are big changes within the Ad Tech industry. As big expectations around Account-Based Marketing platforms do not match reality; B2B companies wonder how to embrace the monumental shift which makes cookie-less targeting look so yesterday. Account-Based Advertising on IP targeting is emerging as the only long-term solution that does not rely on shrinking cookie pools, probabilistic device-to-company allocations, and that can run outside the walled gardens of Linkedin and Google. The backdrop to all the changes is not only…
Why successful B2B companies invest on share of voice (SOV)
- 20th April 2020
Have you ever tried to close a sale on an existing customer, only to hear the disappointing news that they chose to go elsewhere? In B2B, you need to ensure your share of voice (SOV) is above your Share of Market ( SOV) to keep sustainable growth. The Share of Voice rule has been in place for over 50 years in B2C. It is about time B2B companies start paying attention to general marketing principles that apply in their field…
Why Account-Based Advertising Really Works
- 8th April 2020
The Essential Read for All Companies Embracing Account Based Advertising and Programmatic B2B. All you need to know about the value of branding in B2B in a concise report: “The 5 principles of growth in B2B – Empirical Observations on B2B Effectiveness”
Challenging times with cov-19 for B2B marketing
- 22nd March 2020
The past days have brought a dramatic change. So much happening in the world today, it is not easy for Marketing teams to find their way while marketing budgets, allocated to industry events, are being transferred to digital marketing in the wake of the Coronavirus outbreak. B2B Marketing as we knew is gone forever. With so much uncertainty, we still know a few things to be true: times of turbulence, difficulty and crisis always provide a chance focus on the…
The Marketing Funnel is about B2B orchestration
- 7th March 2020
In the B2B demand generation world, the activities and efforts for re-engagement and continuous education are critical to maximizing conversions and the lifetime value.
Programmatic Account-Based Marketing: shaping the future with insight
- 1st March 2020
Over the past few months, we’ve been working hard at developing our ABM targeting capabilities so we can provide breakthrough AdTech for B2B Marketers and Agencies. As such we are happy to announce three major enhancements: