Measuring marketing effectiveness holistically requires an organisational commitment to building an analytics-driven culture, which is difficult to achieve but crucial to sustained commercial success.
We end our series on B2B marketing effectiveness with a look at why brands need to ensure all departments are working to the same set of objectives.
As 2019 draws to a close and we enter the 2020s, SEO and content marketing are booming. How can marketers take advantage to grow their careers and build effective teams?
By developing an account-based marketing programme driven by deep knowledge of customers, O2 business is forming closer and more commercially rewarding relationships with its key clients.
This webinar explains how integrating different martech solutions enables brands to unite data sources and metrics and arrive at a single source of insight.
Our video series exploring effectiveness in B2B marketing looks at the impact account based marketing can have on building relevant propositions for key customers.
New research from YouGov and the7stars investigates what triggers nostalgia and how it influences their buying behaviour.
Our video series on marketing effectiveness in B2B continues with Microsoft’s Michael Cunningham, explaining why business brands need to invest at the top of the funnel, not just focus on leads.
When Netflights was looking to challenge industry norms with its brand refresh, its agency The Hatch saw humour as the way to connect with ordinary people.
Conversation-starters are the best way of solidifying relationships with customers, as delegates at the Festival of Marketing heard.
Personalising a customer’s experience should mean that brands respond in real time to the context of each individual’s natural journey, but to achieve this requires marketers to take the lead in breaking down their companies’ silos.
Brands need to see customer experience as an emotional reason for them to engage, not just a rational one, using insights on individuals to inform human interactions.
One-to-one personalisation of marketing is now becoming a reality, but brands still have some way to go to appear truly human, starting with getting the context of their communications right.
Brands in all sectors need to use all available insights to delight their customers as the experience is now as important to them as the product or service.