All great brands have one thing in common: By reducing friction, they increase their customer’s velocity. And this is as true for B2B brands as it is for consumer brands. By now most B2B marketers recognize the importance of data. However, just collecting data is not enough. What’s important is using that data to understand and capitalize on users’ intent in a manner that galvanizes them to take action — that increases their velocity.
News
31.10.19
“Relative to the big players in the space, it’s not a core component of media plans or activation in 2020,” said Emily Anthony, senior director of media services at performance marketing agency Merkle. “It’s something to watch for advertisers who are setting aside test budgets, and it’s a really interesting opportunity for more mid-funnel and upper-funnel engagement. But we’re not going to see it as a core line item on media plans in FY20.”
17.10.19
Google recently announced two significant changes to its Google Ads policies. Both reflect Google’s increased trust in machine learning to optimize performance over time. Each promises better performance, but each requires practitioners to adjust their habits in order to make the most of them.
16.10.19
"We ultimately market to people and need to understand what drives them on a personal level," says Laura Pierce, head of B2B search & social at DWA.
23.09.19
DWA, a Merkle Company and leading B2B marketing and media agency, has been named to Adweek’s list of fastest growing agencies.
27.08.19
B2B Marketing can now reach exclusive SMB audiences with breakthrough targeting solution
21.08.19
Many B2B marketers are hesitant to incorporate artificial intelligence into their ABM campaigns, and with good reason. Perception and organizational barriers often challenge the implementation of new and untested technology. When implemented properly, however, AI has the power to parse vast amounts of data, in order to bring efficiency to every phase of a B2B buyer’s journey.
09.08.19
While paid search has been a staple of B2B Marketing for many years now, we’ve seen a notable wave of new developments that have fundamentally transformed advertising capabilities and opportunities in this channel. If you haven’t been keeping up, your campaigns might be falling behind.
06.08.19
Cisco's lead creative agency is WPP's Ogilvy while its media is handled by DWA, a business-to-business digital media and marketing shop acquired by Merkle in 2017.
