One of marketing’s eternal challenges is striking the balance between brand and performance; between creating demand and harvesting it. But for the past few years in B2B marketing, building a brand has looked like little more than an afterthought. Digital media has always been a powerful driver towards performance; there was even a period in […]
Content is the oil of the customer journey. It helps prospective customers move smoothly and easily from one touchpoint one to the next. And just as different machines need different types of oil, so different journeys require different types of content. What makes content much trickier is that, with customers, you increasingly don’t know what […]
One of marketing’s eternal challenges is striking the balance between brand and performance; between creating demand and harvesting it. But for the past few years in B2B marketing, building a brand has looked like little more than an afterthought. Digital media has always been a powerful driver towards performance; there was even a period in […]
It’s 10 o’clock in the morning, the day after Google finally turns off the third-party cookie in Chrome. Do you know where your prospective customers are? Do you even know who they are? This has always been the contradiction at the heart of digital marketing. For as long as technology companies and internet evangelists have […]
