Category Archives: B2B

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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 […]

Knowing your customers: Why it matters and how to do it

If there’s one holiday tailor-made for Movéo, it’s July 20: National Get to Know Your Customer Day. That’s because customer insights are the cornerstone of how we do business. Even in B2B, marketing is fundamentally a conversation between marketers and customers. And like all conversations, it works best when you know who you’re talking to. […]

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 […]

GDPR to make marketing data scarcer — but also better

General Data Protection Regulation (GDPR) is almost here, and concerns about how it will affect the supply of data used in marketing are palpable. The regulation will likely not impact all data in the same way, however. The amount of first-party data — that which companies collect themselves — may decrease as people exercise their […]

Search is now three dimensional. Is your brand ready?

For years, our only option for making an online search was through our fingertips. While most searches still occur that way (despite the frustration this can cause on smaller mobile screens), search is finally changing thanks to two added dimensions: Voice search Over 20% of searches conducted on Google are now done by voice. This […]

Abm strategies: One size does not fit all

Despite the uptick in recent buzz, account-based marketing (ABM) is by no means a new strategy. However, the growth of digital marketing tools and tactics has led to more variety in how to market. When one thinks of ABM, the initial thought may be along the lines of simply scouting out new, major accounts and […]