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How B2B Marketers Are Responding to Tough Market Conditions

Top Rank Marketing

The going is getting tough, so marketers are getting going. Here’s an overview of recent data highlighting the timely challenges being faced by the B2B marketing industry today, and how leaders are taking action to overcome them. Here are some trends that are placing B2B marketers in a uniquely tricky position at the moment.

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Clinch adds digital audio to dynamic creative campaigns

Martech

Advertisers using creative optimization for video ads now can include ads for audio channels in these omnichannel campaigns. They can produce audio assets for each variation in the ad campaign, or they can use generative AI production. An audio player integrated with Flight Control allows users to preview audio campaign assets.

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How marketing campaigns can go wrong

Martech

Brian Cugelman, a senior behavioral scientist at the Toronto-based Behavioral Design Academy, “what went wrong” here is a good example of a “backfire” — an ad campaign that delivers an unintended consequence, sometimes bad. Cugelman had to approach marketers who made mistakes in order to document and study them. Get MarTech!

Campaigns 119
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Stop doing short-term digital campaigns

Biznology

How do I scale this across multiple marketing teams vying for the limited time and attention of the same audience? Our book, Outside-In Marketing , is full of answers to these questions. If this is your situation, the culprit is short-term campaigns. New digital campaigns take four to six months to mature.

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Sculpt Your Way to “Advantageous Excellence” Via Iteration | What’s Your Edge?

Vision Edge Marketing

Just as a sculptor refines their creation through a series of careful, deliberate strokes, organizations can harness the power of iteration to sculpt their strategies, products, operations, and processes into something truly exceptional – achieving what we have termed “advantageous excellence.” What is advantageous excellence?

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Set the Right Goals for Your Marketing Campaign

Ontraport

Marketing without a goal is like doing target practice without a bullseye — you will never know if your efforts are successful. Marketing campaigns can have many different types of goals. A goal is any action that you want an individual contact on a campaign to take. Adding goals to your campaign maps.

Campaigns 105
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Skills-based hiring for modern marketing teams

Martech

Have you ever wondered if traditional hiring practices are holding your marketing team back? I work with CMOs, helping them build best-in-class marketing teams, among other things. As marketing technology and consumer behavior continuously evolve, skills have a diminishing half-life.