Many of our B2B clients run search and display campaigns for demand generation. They all have set budgets and goals to hit every quarter. They also want to see improvements in performance on a monthly basis; thus, we are always optimizing our campaigns to generate more leads at a lower cost month-over-month.

In times of challenge, many people instinctually think short-term. Climbers' feet from the summit of Everest, for instance, are not paragons of long-term, strategic thinking. Their sole focus is putting one foot in front of the other and getting enough oxygen to avoid collapse, as part of a fight or flight response.

COVID-19 has impacted all of us in one way or another. Our personal and professional lives have changed, our routines are different than earlier this year, and our needs and priorities have changed as well. In addition, the global economy has been affected by the pandemic and many businesses have had to adjust and re-prioritize their goals and resources. 

It is common knowledge that cost per click (CPC) can be pretty high in B2B tech. I have seen CPCs range in price from $10 to $250 per click for exact non-brand keywords. Is $250 per click worth the price?

In May 2018, the European Unions’ General Data Protection Regulation (GDPR) became a disturbance to the data marketplace. Data providers, both big and small, experienced a drastic decline in available cookies.

In early October 68 B2B marketers from across the US gathered in Austin, Texas for Merkle’s third annual B2B Exchange. Attendance included representatives from multinational companies such as Cisco, Dell, and Unilever. Our strategic partners Adobe and LinkedIn sponsored the event with discussions about the opportunity gap in thought leadership and delivering great customer experiences (CX).

Here are a few of Google's new product features that stood out to us at their recent Marketing Live event and what they mean for B2B advertisers.

DWA, a Merkle company, wins Integrated Marketing Communications Brand Strategy award

For B2B marketers, integration is not only necessary, but can spell doom for a company when it’s absent.

DWA, A Merkle Company, is included in Forrester’s recent B2B Marketing Agencies report.