“Any sufficiently advanced technology is equivalent to magic.” —Sir Arthur C. Clarke According to industry reports, programmatic advertising will make up more than 50% of all digital ad sales by the end of this year. Which begs the question: Why the rapid growth? Many online marketers find that some of the digital advertising channels they’ve… Read more »

Unfortunately, many of today’s industrial business leaders can’t provide a satisfactory answer to the question “What is industrial marketing?” since they suffer from a lack of understanding of what industrial marketing is and what it can do to help them be competitive and grow their businesses. For leading industrial brands, however, marketing has become virtually… Read more »

B2B brand strategy is arguably the most critical component in laying a proper foundation for downstream sales and marketing initiatives — especially for industrials who compete in crowded spaces and sell commodity products. But despite its importance, brand strategy is a concept that’s widely misunderstood and rarely implemented. Some might believe that it’s all about… Read more »

While it’s easy in today’s highly connected society to get inundated with data and become overwhelmed, all this data also represents an incredible opportunity to make data-driven decisions. Data is everywhere in our lives, from social media, retail stores, and sports to the apps that you use every day on your mobile device. Unless you live in… Read more »

The everyday dialogue between an industrial marketing agency and most of its clients tends to emphasize campaign performance, lead quality, and ROI — rather than bigger-picture strategic marketing questions. Rarely do we get to ask, “What is the current and future role of marketing in your business?” Needless to say, when this question is actually asked, the… Read more »

In the brave new world of B2B digital marketing, the idea of focusing on inbound calls may seem antiquated. Not only do phone calls seem to make use of outdated technology (the phone sounds so twentieth century), but the idea of maintaining a call center to receive inbound calls seems like a relic of the… Read more »

Of all the marketing channels available to your business, pay-per-click advertising (PPC) can easily seem like the most technical and confusing, which is why it really helps to have some good PPC tools at your disposal for managing these sorts of campaigns. Without a good platform operated by staff trained in digital media, PPC can… Read more »

Online B2B marketing is fraught with questions, but when it comes to website analytics, there’s really only one that matters: “So what?” The old saying, “If it’s not worth measuring, it’s not worth doing” sums up our view of website analytics pretty perfectly and if we had to, we’d hazard a guess that you feel… Read more »