Value propositions should win the day. That myth pervades B2B marketing. The messages — written, spoken, or imaged — aim to show the benefits of the company’s products, either goods or services. Alas, while humans are rational, they also act using other human traits in addition to reason. Behavioral Science delves into the entire decision-making…
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Heads up B2B Digital marketers! Legislators around the world are rushing to protect both consumers and business people from loss of privacy. The recent Adequacy decision by the European Union (EU) endorses a framework that keeps European’s data private, even from government agencies. The EU-U.S. Data Privacy Framework (DPF) was created in cooperation by the…
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Precision brand marketing (PBM) is a strategic approach that delivers targeted, personalized messages to specific audience segments. It uses data-driven insights and sophisticated analytics to understand customer behavior, preferences, and pain points. With this knowledge, businesses can create highly relevant and engaging marketing campaigns, strengthening brand resonance and customer loyalty. Creating relevant marketing campaigns is…
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In today’s dynamic and competitive business landscape, the role of marketing operations (MOPs) has emerged as a critical driver of success. Playing a pivotal role in aligning marketing strategies with overall business objectives, marketing operations streamlines processes while leveraging technology and harnessing data to make informed decisions. What does this mean? MOPs is the engine…
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Hackers use bots to submit forms on a website for many reasons that include Distributed Denial of Service (DDoS) attacks, content spamming, Data Scraping, testing to identify vulnerable websites for future attacks, and conducting cyber attacks, all of which can cause nuisance and fill a database with junk records that may result in wasted time…
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Project Portfolio Management (PPM) applies to multiple projects running in parallel that share resources but are not part of a common program. An important part of PPM is prioritizing the projects that make up the portfolio. The criteria for prioritizing are alignment with business goals and expected ROI. This model can be applied to various…
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Business-to-Business (B2B) digital marketers are essential to business marketing strategy for promoting lead generation and reaching new audiences. A company’s digital presence is significant as it heightens brand awareness and increases the reach to the target audience. An advantage of using digital marketers is building brand awareness by using social media and other campaigns that…
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Renewals and Referrals result from inter-department collaboration between marketing and customer service for positive end-to-end customer experiences. Much has been said and written about the Marketing/Sales relationship; the Marketing/Service relationship is equally important. The partnership between marketing and customer service increases the continuity of information to customers while boosting the services’ integrity. This strengthens trust…
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Operational Emails (sometimes called Transactional Emails) are used to share critical, relevant information with current customers. Recipients who opted out from receiving marketing messages can still receive operational emails as long as there is a legitimate interest in sharing the content. Therefore, marketers should use caution when developing content because including marketing messaging in an…
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As marketers managing brands and knowing when to use a drip or nurture email campaign can be a complex decision. Understanding the campaign goal and what the audience looks for is essential. If the strategy is to send emails regardless of the recipient’s interaction, then use a drip campaign. If the preference, though, is to…
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