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…
Intent-based advertising: how to reach the accounts that are active in your market
- 7th November 2019
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…
Why B2B shouldn’t be frightened of a cookie-less future
- 5th November 2019
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?
- 11th October 2019
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 shortest path to Programmatic B2B success: cross and up-selling to current customers
- 30th September 2019
Have you ever tried to close a sale on an existing customer , only to hear the disappointing news that they chose to go elsewhere? You know your product and services are better than your competition. You know your organization is more stable and capable of a smooth implementation. But you can’t figure out what happened or why they didn’t take your offer. It’s because you lacked influence. Here are the steps you should take to remedy that. 1. Results matter…
Top 6 tips to help you find the right ABM vendor
- 5th June 2019
All ABM solutions are equal, but some ABM solutions are more equal than others.
As you set out for the ABM journey, if you are not succeeding, it is time to REACT
- 3rd June 2019
What do you do when you have limited awareness, limited account visibility, and you know that your customer wants to go 60-80% of the way before he or she even wants to talk to a sales person?
The four fights you have to win with your digital strategy
- 14th April 2019
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?
The Definitive Guide to Account Based Advertising
- 6th December 2018
Account Based Advertising and Programmatic B2B are reinventing outbound demand generation. All you need to know packed in a concise guide. The Essential Read for All Companies Embracing Programmatic B2B. Treat yourself to a gift that will keep on giving: ” The Definitive Guide to Account-Based Advertising” published by The Digital Effect team is the essential kit for all companies embracing the ABM journey. The Digital Effect customers are leading the way in Account-Based Advertising. Want to start using it?…