Tag: b2bmarketing
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The Ultimate Guide to Contextual B2B Advertising
With the end in sight for third-party cookies, contextual targeting is having a renaissance. But contextual advertising today is not the same as contextual advertising of old. Statista predicts that contextual advertising spending will reach $562 billion by 2030, up from approximately $200 billion in 2022. Connatix research showed UK and US marketers intended to…
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Cookieless B2B Advertising in 2025
It is all change for B2B advertising in 2025. Google is going to ask Chrome users whether they want to block third-party cookies. We think this will result in the demise of third party cookies as opt-in rates willl be too low to make targeting viable. This is what happened previously when Apple blocked tracking…
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What makes a great LinkedIn advert
LinkedIn Advertising offers advertisers both brand and performance led advertising opportunities. But what does it take to make a great LinkedIn advert?
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How do you use intent data?
Using intent data for B2B sales and marketing efforts allows you to identify potential customers earlier. But how can you maximise use of intent data?
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Why use intent data?
Intent data is a powerful tool for B2B sales and marketing efforts, providing valuable insights into potential prospects’ interests. Marketers can use the data to create more effective and targeted marketing campaigns, and increasing conversion metrics. Sales can use the data to prioritise outreach, contextualise messaging and increase meeting generation. Customer Success can use the…
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What is the dark funnel?
At its simplest the dark funnel is just word of mouth – where people share their knowledge, experiences or recommendations about a product or service with others. It can be both positive and negative and is often invisible to tracking by sales and marketing teams. Yet sales opportunities that enter the pipeline because of word…
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ThinkHuman: Maximising intent data with marketing
Did you know you can double the performance of your advertising campaigns by using intent data with marketing? I sat down with Karla Rivershaw, head of field and partner marketing at Infogrid, who has been using Bombora intent data (which is part of the Radiate B2B platform) since 2020. We discussed: From Karla: “Definitely, what…
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Maximising B2B Intent Data for Lead Generation
Intent data is now a critical tool in the armoury for sales teams when generating leads. All business-to-business (B2B) companies are constantly seeking new ways to generate high-quality leads and drive revenue growth. Intent data does exactly this. At any particular time, 5% of companies are in market and buying. Identifying companies who are in…
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Can marketing really become sales? What of ABX, LinkedIn and cookies?
One of the biggest inputs in my planning is what I think is changing/more prevalent in upcoming years. The trends that are going to accelerate and change the industry we know. I thought some of you would like to see my notes specific to B2B Sales and Marketing for 2022 and beyond.
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Is ABM just Demand Generation?
Understanding the differences There has always been a certain learning curve to implementing account based marketing. We typically work closely with our clients implementing it as a result. The journey takes one of two routes – either targeting a small group of known accounts or a much larger group of unknown ones. Either makes sense…
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