"Audience dynamics are shifting, and so our intent-led targeting strategies are shifting too. There are challenges in the SMB market when it comes to buying new products and services, but surges among large enterprise organisations," said Izzie Rivers, Chief Strategy Officer at Merkle | DWA.
News
01.06.20
Maybe it shouldn’t surprise anyone, given the number of people working at home. But video conferencing dominated Google search in the B2B tech sector, pulling 78% of total volume from January to April, according to the B2B Trend Report: Technology, a study by Merkle.
20.05.20
"A few things have happened," McLaren explains, noting " LinkedIn has seen a huge surge of applicants in the healthcare field after allowing front line employers to post jobs free of charge, and they recently launched virtual events."
14.05.20
“This showcases adapting to the new normal,” Michael McLaren, CEO of the B2B Group at Merkle, in analyzing the most significant findings in a unique tracking index of the content being consumed by the top 500 advertisers and the leading ad agencies.
14.05.20
Are B2B brands being affected by COVID-19 in the same way as B2C brands? While the ongoing COVID-19 pandemic has ravaged many industries, particularly in the B2C space, today’s B2B market is proving to be quite resilient, even in the face of marketplace uncertainty.
07.05.20
Regarding the dominant surge in interest researching direct-to-consumer advertising, Michael McLaren, CEO of Merkle's B2B Group, and an expert on analyzing Bombora's data, says: "No doubt marketers are looking to establish more control over their sales processes in a time of great uncertainty, or are finding themselves unable to maintain the same relationships with distributors/traditional channel right now, thereby shifting focus to find new avenues to market."
04.05.20
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?
09.04.20
„Kommen Sie Ihren Kunden näher als je zuvor. So nah dran, dass Sie ihnen sagen, was sie brauchen, bevor sie es selbst realisieren.“, sagte einst Steve Jobs. Und wie so oft, sollte er auch hier Recht behalten.
06.04.20
Building the foundation of an ABM practice takes time and resources, but doing the heavy lifting early on can drive long-term success.
