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August 12, 2020
AW360

Moving from Experience 2.0 to 3.0

To keep up with this shifting world, B2B marketers need to change. We are no longer managing the demand funnel, beholden to archaic KPIs around lead conversion, MQLs and opportunities.
Author: Adam Mincham
Topics: B2B
August 06, 2020
MediaPost

Marketer Interest In 'Ad Blocking' Surges, 'Ad Viewability' Too

In May, when we began analyzing brand and advertiser intent data, and observed significant surges in interest around terms related to "brand safety" and a decrease in intent around "account-based marketing." The data reflected many of the concerns our clients were expressing at the time — about two months into the pandemic.
Author: Michael McLaren
Topics: B2B
July 30, 2020
MediaPost

Brand Interest Spikes For 'Digital Disruption,' 'Lead-to-Account Matching,' 'Radio'

New and emerging technologies have been revolutionizing our ways of working for a long time now, accelerated by COVID-19. It should come as no surprise then that the Bombora intent data that is the basis for this column shows that the topic “Digital Disruption” has been climbing among brands since early May as disruption to global supply chains continue to impact every industry in every region.
Author: Michael McLaren
Topics: B2B
July 16, 2020
AW360

The “Four A’s” Needed to Market in Chaotic Times

No brand’s 2020 marketing plans included “create pandemic and recovery back-up strategies.” The “Great Disrupter,” aka COVID-19, derailed every well-crafted strategy and innovative idea. And now, with half of the year in the books, the question still hovers: “How are marketers supposed to drive new traffic, sales, and customer engagement in a year when nothing is status quo?”
Topics: Analytics