Articles

“First-party data” was the most-consumed term by brand marketers this week, as measured by Bombora Company Surge, followed by “conversion funnel” – and they are inextricably linked.

Across the B2B landscape, companies operate differently today than they did at the end of 2019. Some of the changes represent an acceleration of trends that were already in motion. Others represent a wholesale pivot in thinking. In both cases, one thing is clear: We’re not going back.

If you’ve been reading lately about the “future of work” concept, it has probably been in the context of human resources or operations. Many have focused on the logistics of working from home, the recruiting process for building a remote workforce or the technology required to provide digital shopping experiences.

SEO and UX are typically handled by different teams and thought of as separate initiatives. At a surface level, it makes sense; one focuses on ensuring discoverability on search engines, while the other works to build a site that provides engaging, relevant content to users.

The days of cold, rational B2B sales and marketing based solely on product details and features are coming to an end — and that’s a good thing.

“Experiential marketing” is back in the top spot of content consumption by marketers, as measured by Bombora Company Surge. In a hybrid environment, increasingly driven by purpose-driven consumers, expectations of the value exchange we get from experiences has fundamentally changed — which can have interesting implications for today’s organizations.

The modern age heavily features information overload, with constant competing demands for our attention and patronage. In response, brands strive to deliver leading-edge customer experiences that support an exasperatingly difficult-to achieve need for 1:1 relevancy. It is often assumed that new tools must be built and new sources of data developed in order to reach that modern nirvana.

As the ongoing growth debate between customer retention and acquisition continues, one thing is for certain: managing the entire “customer lifecycle” is arguably the most important aspect of marketing today.