Data shows B2B brands, like B2C, generally serve the same customers, which demonstrates the wisdom of marketing to every buyer in your category.
With a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing boss Gary Kibble believes his team are only “in the foothills” when it comes to exploring the commercial potential of the retailer’s AI-powered segmentation model.
Winner of the Marketing Week Award for Brand Innovation, care home group Anchor amplified its recruitment by investing in social media, targeting and employee research.
Machine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.
Marketers often overlook how brand tracking surveys can be used to build fully permissioned data sets of exactly the kinds of consumers they want to reach.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As research from Kantar reveals segmenting audiences by experience and behaviour could make targeting up to four times more efficient, marketers explain why segmentation should “underpin everything”.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
We arm you with all the numbers you need to tackle the week ahead.
True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
A combination of behavioural science and machine learning helped Wickes “shine a light” on the power of its customer data.
The home improvement retailer used machine learning to identify the missions and motivations of shoppers, tapping into behavioural science to appeal to consumers’ emotions.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here