Marketing automation, fueled by a combination of content and inbound marketing, is one of the dominating marketing strategies today. However, with up to 97% of anonymous web visitors, the benefits to reap from IP Based technologies are huge. Traditional website counters register website traffic; page views and the number of unique visitors. They provide basic segmentation such as the number of visitors per day, the country of origin and the referral. However, they will not tell you the names behind…
The Digital Marketing Funnel is All about Orchestration
- 18th August 2020
In the digital world, the buyer’s journey does not come to an end once the purchase is made. In fact, the activities and efforts for re-engagement and continuous education post-sale are often the most important to ensure client satisfaction and maximise the lifetime value.
Why B2B shouldn’t be frightened of a cookie-less future
- 5th August 2020
There are big changes within the Ad Tech industry. As big expectations around data management platforms ( DMPs ) did not match reality; Toni Chumillas, Head of Programmatic B2B, wonders how B2B companies can embrace the monumental shift which makes cookie-less targeting look so yesterday. The backdrop to all the changes is not only GDPR, with all its implications about privacy, but the fact that a number of the main browsers are now giving cookies the cold shoulder. So, the…
Why is Programmatic B2B part of the essential kit if you sell to Large Companies?
- 8th July 2020
Average buying center size in companies with 1.000+ employees consists of 34 employees in contrast with B2C where the customers are the people who purchase. On such a scenario, how should Sales and Marketing work together to close the big deals? Not only the size of the buying group is significantly more complex. If your size deal is very high, the risk/ complexity will be a critical factor in your selling cycle. It is probably easier to sell a set…
The four fights you have to win with your digital strategy
- 14th April 2020
Leaders in many organizations lack clarity on what “digital” means for strategy and underestimate the degree to which digital is disrupting the economic underpinnings of their businesses. Why is that?
NOW FREE – Identify & Target Web Leads
- 1st April 2020
You don’t need us to tell you that B2B marketing just got harder. Events, trade shows and traditional meetings are off the table. This means more focus on going into social and digital. There are more buyers online now than ever, and they are deciding digitally. To help you get the best out of this new journey, The Digitel Effect is offering a free report of B2B companies coming to your website right now
Is ABM as a Managed Service right for you?
- 5th February 2020
Last week we had a couple of in-depth conversations with the CMO of a very large technology company and discussed their challenges to generate inbound leads using Account Based Marketing approach. After the evaluation of their current situation, we were not at all surprised when he asked: “Do you know of ANY organization where ABM REALLY delivers?”
Account-Based Marketing & programmatic: more than ads & more than tech
- 5th December 2019
It is a fact: increasing risk aversion, compliance concerns ( email and opt-in legislation ) and technology complexity, has resulted in a high increase in the number of people involved in the purchasing process. As every sales professional knows, the bigger the team, the less likely they are to end up buying. In this context, winning big deals today means working the entire account. In this context, B2B organisations face 3 real challenges: How to reach all the people that…
How Safe is your Brand with B2B Display Advertising?
- 26th November 2019
Cheaply designed B2B display solutions can at the end cause more harm than good to your brand and your budget! Do mind that as much as the approach to safe contextual placement runs with a zero-tolerance attitude, we must remember that the nature of automated Programmatic B2B advertising is directed by an algorithm that selects a company, not a web-site. Digital opens many opportunities to us with data, but along with those opportunities come some risk and we have to…