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Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70 percent of B2B companies had staff dedicated to ABM programs, compared to just 20 percent the previous year, according to a study by SiriusDecisions. In 2017, B2B marketers are looking to refine their approach, leverage new tools, and bette ...
Every digital marketing strategy has an “end goal” designed to improve the bottom line. Many marketers focus on last-click attributed conversions (e.g., a sale, form completion or registration) to assess the success or failure of their digital investment. But there are many required touch points before a prospective customer commits to making a purchase, filling out a form o ...
Having led many search marketing projects in my 13 years in the industry, I’ve witnessed a lot of communication between search marketers and clients, as well as between project leaders and their teams. Despite all this experience, I’m always fascinated to observe the differing ways that people express themselves in these interactions.