Performance marketing: a new approach!

When talking about Performance Marketing, people normally think of online advertising. Pay per Click (or Pay per Action) is the performance model agencies and media typically offer to their advertisers, but this model mainly works at a tactical level. Now, with the increasing importance of data analytics in B2B, a…

B2B Companies, stop using megaphone to talk to your buyers and start dialoguing with them

There is little denying that social media has become a fundamental channel for B2B companies.  Social media now represents a prevalent source of information for decision makers and has transformed the purchasing process. This new shift in online marketing showcases all the more that information control now lies with the…

Power is nothing without control

You probably remember the famous 90s tyre brand TV commercial with the slogan: “Power is nothing without control”. The same principle can be applied to digital marketing where Power can be substituted for technology and Control for strategy. Marketers have plenty of powerful software available to improve their digital marketing…

What is the future of traditional channel programs?

More or less every decade the IT industry needs to undergo a review of its business models and realign itself with the new market conditions.

The channel, one of the main pillars of the IT industry, has to follow the same pattern of adaptation and realignment, however, the digital revolution has brought a major shift in the industry. One that very few predicted.

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