Articles

As part of The Drum’s Data Deep Dive, Merkle B2B’s Sudeshna Sen explains how B2B CMOs can build first-party data strategies that will future-proof their brands for sustainable business growth.

“Keywords” have been climbing the charts since mid-October, according to Bombora Company Surge. Identifying the right keywords is an essential step in today’s SEO process. With more audiences self-directing their own digital journeys, keywords can help you study your audience’s behavior – their pain points, interests, and queries – by offering glimpses into their minds.

The urgency to unveil actionable data insights and improve the customer experience through marketing efforts has never been greater from a revenue growth perspective. As organizations continue to recover from changes and setbacks brought on by the COVID-19 pandemic, marketing teams will be critical cogs in the engine of innovation to move forward.

“Social networking” and “social media” were the most-consumed and fastest-growing topics by agency marketers in recent weeks, as measured by Bombora Company Surge.

What is a great customer experience worth? As a marketer, you intuitively know that you make an impact on our brand’s value proposition. But it can be hard to quantify exactly how the experience impacts other factors, such as how much customers are willing to pay and how they perceive quality.

It’s no secret that consumers expect companies to care about their needs and personalize their individual journeys. Brands, once fueled largely by advertising, are now driven through customer experiences.

"Content marketing" and "marketing ROI" were among the most-consumed topics by brand-side marketers in the last week, according to Bombora Company Surge. For most companies, driving leads (or sales transactions in B2C) and brand awareness are a top business priority.

Shirli Zelcer, head of data and analytics at Merkle, explains the impact of privacy regulations around data collection and the deprecation of the third-party cookie and why both trends arecausing marketers to completely reevaluate approaches to customer experience.