Tag Archives: Needs

Why B2B marketing needs brand building more than lead gen

B2B Marketing

The B2B obsession with lead gen metrics contradicts marketing fundamentals and prevents awareness from developing into active demand. Liam Moroney on February 28, 2024 B2B marketing is overly focused on measurement and attribution, appearing and claiming to be more science than art. Everyone wants to believe it’s a science. Investors, boards and leadership expect marketing … Continue reading Why B2B marketing needs brand building more than lead gen →

Why bottom-of-the-funnel SEO is the game-changer your B2B needs

B2B SEO

BOFU SEO focuses on high-intent keywords to attract prospects ready to convert. Learn how to create content for ready-to-buy prospects. Margaret Lee on February 8, 2024 Too often, companies focus SEO efforts on driving traffic with top-of-the-funnel content and keywords. While this approach can generate traffic, it often fails to convert them into leads and … Continue reading Why bottom-of-the-funnel SEO is the game-changer your B2B needs →

Google ML Needs A ‘Learning Phase’ Reboot

Machine Learning

Google ML Needs A ‘Learning Phase’ Reboot by Laurie Sullivan , Staff Writer @lauriesullivan, January 12, 2024 It took a highly experienced search team working for two weeks to develop a workaround for a multi-location Google Ads campaign because the company’s machine learning (ML) algorithms would not cooperate. Tim Halloran, director of operations at Aimclear, tried … Continue reading Google ML Needs A ‘Learning Phase’ Reboot →

Thought leadership: The human element your marketing needs

Marketing Tools

AI may reduce the effort required to create marketing assets, but outsourcing expert perspective is a big mistake. Ali Schwanke on November 15, 2023 AI is everywhere, filling the web with content that often lacks the depth, nuance or forward-looking angle of expert insight. While tools like ChatGPT can supplement expertise with efficiency and creativity, … Continue reading Thought leadership: The human element your marketing needs →

How Citizens Bank transformed content to meet changing customer needs

Banking Services

The regional bank uses data, DAM and new channels like TikTok to build trust and authority with customers in major Northeast markets. Chris Wood on October 3, 2023 Citizens Bank is a regional business with approximately 1,200 branches in major northeast markets. To build trust and authority with customers they transformed their content strategy, broke … Continue reading How Citizens Bank transformed content to meet changing customer needs →

6 Signs Your Business Needs Intelligent Automation

Artificial Intelligence Applications

6 Signs Your Business Needs Intelligent Automation Bruce Orcutt / Aug 28, 2023   Innovation is pushing the boundaries of what businesses can accomplish regarding efficiency and operational excellence. From software powered by artificial intelligence to low-code enterprise platforms, there are so many paths toward digital transformation that it can be hard to know what’s … Continue reading 6 Signs Your Business Needs Intelligent Automation →

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