Category Archives: B2B

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Data is Key to Personas that Work

Marketing personas, semi-fictional representations of your existing or prospective consumers, put a face to your data and give you something meaningful and relevant to talk about with your top targets. They help your team answer critical questions such as “Who are these consumers?” “What’s important to them?” “How do they use healthcare?” “How can we […]

Study: Demand Generation Will Increase in 2019

There’s a lot a good information in the 2019 demand generation benchmark study released by Demand Generation Report. The headline is that larger chunks of marketing budgets are now being allocated to demand generation to support the continued goal of revenue growth: 71% of those surveyed said their demand generation budget will increase in 2019, […]

iPad, Meet Photoshop

Big things come in small packages, and soon something very big will be coming to small screens everywhere. In July, creative technology giant Adobe Systems Inc. announced that it is releasing the full version of its Photoshop program for Apple iPads in 2019 — much to the delight of creatives everywhere. Currently, Adobe offers a […]

Progressive Web Apps

Apps are one of the great success stories of the mobile age. People love their easy accessibility and their native speed – what they don’t like is getting them. Going to the app store, finding the right app, completing the download, etc. all create friction in the user experience. In fact, each step to download […]

Customer Data Platforms

A 360-degree view of the customer has always been the holy grail of marketing, but since 2013, it has also been the impetus behind a new category of martech — customer data platforms (CDPs). Sharing similarities with customer relationship management, data management, and tag management systems, CDPs have the ability to collect, store, and normalize […]

Personalization engines

Last month, leading analyst Gartner released its first-ever global “magic quadrant” for personalization engines. These are stand-alone software solutions that apply context about individual users so that web pages can be tailored to them. Dynamic Yield, Everage, Monetate, Certona, Adobe and Qubit were listed in the “leaders” quadrant for their respective personalization solutions. 74% get […]

Ads.Txt: The once and future savior of programmatic?

It sounds simple — publishers put a text file on their web servers that list all the companies that are authorized to sell their ad space. Programmatic platforms do something similar to confirm which publisher’s space they are authorized to sell. Ad buyers make sure both match up, and ad fraud is thwarted. Simple it […]

When branding met technology: Takeaways from brand smart 2018

Yesterday’s brand narrative just doesn’t work in today’s marketing landscape. There are plenty of reasons for this, but one factor rises above the rest: technology has changed the game. New technologies have introduced more sources of value for many companies — as well as more challenges, learning curves, and potential disruptors. To create a brand […]