If you want to play, you gotta pay.
One ongoing debate among digital marketers is whether companies should pay to promote their own content.We have two different points of view here: The Purists who think providing customers with relevant and qualitative organic content is enough to drive traffic, generate leads, motivate engagement and boost sales conversions.On the opposite end of the spectrum, the Pay-to-Play advocates believe pure content marketing isn’t sustainable and companies have to pay to place their content in front of their target audience.
2019: the year of Performance Marketing
Before the new year began, everyone was talking about the latest marketing trends and hot topics, releasing lots of articles and blogs discussing predictions for the upcoming 12 months. What we can certainly take away from all the discussion is that in 2019, we can expect digital to continue its…
B2B needs a new model for performance marketing
Six principles that should underpin any client or agency’s approach to performance marketing in B2B. 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….
Six reasons to consider Facebook for B2B lead generation
The purpose of this article is to highlight the opportunities that Facebook offer to target a B2B audience. Facebook is becoming more and more B2B oriented but I am still seeing too many companies that consider Facebook as a mere B2C network. I also make some comparisons between LinkedIn and…
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…
How to use social media for lead generation with an Account-Based Marketing strategy
Social media is a key component of inbound marketing and, despite initial hesitations, companies are now recognising its potential in generating value for their brand. But how do they capture that value? How can a “like”, a “comment” or a “follower” be transformed into a lead and eventually a customer?
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…
GDPR: Rules and regulation or business opportunity?
So much has been written about GDPR in the past few years.
Companies are rushing to comply with new customer and prospect regulations and are implementing strategies to quickly gain consent so that they can continue to communicate with them.
So who you are going to speak to after May 25th?
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.
Account-based Marketing: hype or reality?
In the digital world, where it sometimes feels the only winning strategy is to make them come to you, the key to success is the ability to spread relevant content to your target audience, through the correct channels so they can access it at the right time. It’s about the needs of the client and not the solutions of the vendor.
Fundamentals of a successful B2B marketing strategy
Beth Comstock once said “Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” Delivering an efficient and effective B2B demand generation strategy is no easy feat and now there are an incredible number of factors to take into consideration.