How digital advertising can benefit you Today, digital advertising expands beyond banner ads with basic targeting. It’s now possible to zero in on prospects based on specific demographics, intent, their stage in the sales funnel, and engagement patterns. These insights can then be used across display, search engine marketing (SEM) and search engine optimization (SEO), social media, native ads, pay-per-click, […]

The growing imperative for marketers has arrived—but many firms have ground to make up in this area. According to Forrester, 77% of global B2B decision makers cite their use of data and analytics to guide decisions as one of their top weaknesses. Done right, marketing metrics and analytics can be a strategic enabler of trust, greater budget, and increased business […]

Whether you’re a novice or an expert marketer, A/B testing should be part of your campaign optimization toolkit. By testing one element at a time to see how it affects the broader performance of a program, you can assess the effectiveness of each variable in driving conversions and make necessary adjustments. By continuing to refine based on test outcomes, you’re […]

Convincing prospects to buy into your brand comes down to creating perceived value for your products and services. People are not receptive to hard-sell messaging right away, so you have to guide them down a path that helps them feel engaged and helps them solve a key challenge or address an unfulfilled need. To lead them through this journey, you […]

From a consumer perspective, the best brands are those that weave themselves into their customers’ lives—becoming a part of their identity. These brands are present all the time without obvious detection or being seen as a distraction. They don’t just show up to demand something—Buy Now! Start Today! Click Here!—but they don’t wait on the sidelines either. So what makes […]

Having to make big decisions on behalf of your entire business can be intimidating — as marketers, sometimes we’d rather choose to play it safe and see what unfolds naturally, instead of risking the “wrong” move. But what if we told you the safer choice isn’t actually safe at all? It’s true: indecision and lack of action can actually pose […]

Your website is the hub of interaction between your company and your customers, and in an increasingly competitive digital landscape, today’s buyers aren’t simply looking for a one-size-fits-all customer experience. Web personalization empowers you to provide more relevant experiences to online visitors and speak to them with personalized messages at scale. It enables you to communicate across all marketing channels […]

Experiments prove and disprove ideas about the world around us and help us arrive at the truth. But experimentation is not limited to science class or the field of psychology. It’s critical for marketing teams to adopt experimentation to continually improve and help prove their impact to their organizations. Unfortunately, many teams do not know how to deploy scientific tests […]