In many ways, marketing has always been about branding. But the ascendancy of digital and the data it produces has created for many brands a
ABM (short for account based marketing) was the buzzword of 2018, now it’s an integral part of most B2B strategy, especially when the target market
Account Based Marketing is such a buzzword in advertising: “If you’re not doing it, you’re behind!” “How big is your list?” “What’s your ICP?” These
“We want to start doing ABM,” said every B2B tech company in 2019. “Let’s do it,” said every eager account manager in 2019. Three months later… “This strategy
While the retail world is busy decking the halls with Black Friday sales and holiday creative, Metric Theory’s B2B account managers have their sights set
Growing a B2B account is like building a house. Before you can consider the furnishings, you need a well-established foundation. In paid search, that well-established
Many B2B advertisers have a highly specified target audience that they want to reach. In a world where 0.75% of leads actually generate closed revenue
Forrester’s recent report “Metrics that Matter for B2B Marketers” identifies several common issues facing B2B marketers. Most pressing of these is the need to evaluate
Like most paid search pros, I want my Brand keywords in top position for every impression, thereby ensuring that my competition doesn’t steal my brand
Data is great, but getting lost in the numbers can cause you to lose sight of your ultimate target – consumers – and how their
