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…
Why B2B shouldn’t be frightened of a cookie-less future
- 5th May 2021
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…
The four fights you have to win with your digital strategy
- 13th April 2021
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?
Why Programmatic B2B is Essential for Account-Based Marketing
- 19th January 2021
When it comes to B2B space, the buyer-seller relationship isn’t always the easiest to manage. The days you could close a sale by working just with one individual are gone, now it is all about marketing and sales influencing a large group of people.
How Safe is your Brand with B2B Display Advertising?
- 6th January 2021
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…
Selling to Global Accounts: How to Manage Long Sales Cycles
- 15th December 2020
Blue chip companies are a breed apart. Whether they are Fortune 500, FT-SE100, or CAC40 companies, these are the grown-ups of the business world and if you want to play in their league, you have to know the rules of the game.
Intent-based advertising: how to reach the accounts that are active in your market
- 7th November 2020
With intent-based advertising it’s now possible, in real time, to get your message in front of the accounts as they’re actively searching for your products. One of the most famous quotes from Lord Leverhulme, the founder of Unilever, is “Half the money I spend on advertising is wasted, and the trouble is I don’t know which half”. With most money going into digital, accountability and insights have improved a lot since the days of Leverhulme. And now it’s possible to…
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 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…