Most B2B companies that install a visitor identification tool have the same experience. In week one the list looks like a breakthrough. By week four nobody opens it. The data…
Read MoreLast week I built the first campaign for Sfinx in ChatGPT’s Ads Manager. We have not pressed start yet, so this is not a case study. No results to report,…
Read MoreI'll be straight with you: Meta is the channel in this series I've run the least video on for B2B clients, and I think that's true for a lot of…
Read MoreMost marketers think of video and display as two separate things. You run video on YouTube or LinkedIn, and you run banners everywhere else, and the banners are static. So…
Read MoreThe reaction I get most often when I suggest YouTube to a B2B client is a flinch about budget. They picture TV money. Big production, big media spend, the kind…
Read MoreA while back we ran a campaign where the most interesting result didn't show up where we were spending the money. We were running LinkedIn video to build awareness at…
Read MoreAsk most people why video advertising works and you'll get the same neat list every time: it grabs attention, the brain loves movement, people remember it better. All true. But…
Read MoreMost B2B companies I work with have an ABM list. A couple of hundred target accounts, carefully chosen, sitting in a spreadsheet. And for a long time, treating every company…
Read MoreI was going through a LinkedIn campaign with a client recently and the demographic report was almost empty. Not enough click data to say anything useful. On paper it looked…
Read MoreA while ago we ran a campaign for a Finnish technology company competing for a tender from a huge retail company in Sweden. They were up against three other suppliers.…
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