Politicians and various organizations are estimated to have spent $900 million for digital advertising during the midterm election cycle, up 260% from the 2014 midterm.

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Facial recognition systems have been hyped as powerful technology that can catch criminals, improve customer services, conduct user verification, and help marketers pitch highly targeted products.

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Implementing an in-house marketing plan can feel daunting. Thankfully, not all marketing tactics require hiring a dedicated staff or shelling out thousands of dollars to contractors and freelancers.

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Marketers experience all kinds of data-driven pains. According to a new study, many business-to-business marketers (B2B) are having issues with leveraging their customer relationship data.

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If Forrester Research’s latest predictions for next year come true, B2B marketers will be facing continued technology disruption that will impact their roles. In its latest list of prognostications, Forrester identifies five areas of B2B marketing that will likely be impacted by martech.

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I’m a pretty social person. I like talking to new people and getting to know them. I’m never one to turn down invites to social engagements, either, because I think talking to people in person, one on one, is the best way to learn more about them.

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The itch to buy things with a few clicks has spread from the business to customers (B2C) to the business to business (B2B) section. Folks are showing an increasing interest in placing orders online, which welcomes e-commerce platforms into the picture.

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At a recent roundtable, where individuals focused on helping sales and marketing gathered, Gartner presented interesting findings from its annual research project. The findings suggest that the assumption that B2B buyers progress in a linear fashion is fundamentally flawed. 

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Intro
PMG360’s fourth and final article in the Account Based Marketing series reveals the undisputed benefits of a successfully run ABM campaign.  In addition to elevating marketer’s efforts to shift to customer-centric agendas, Account Based Marketing campaigns are also uniting sales and marketing teams, while delivering a greater return on investment (ROI).

B2B sales and marketing professionals know that data is the key to growing revenue, according to a new study by Dun & Bradstreet, which found that 89% of respondents believe data quality drives the right B2B sales and marketing campaigns.

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Marketing for B2B companies involves a unique set of challenges, but it also presents immense opportunities. One of the biggest hurdles for a B2B organisation is that the audience is typically restricted to a very small pool.

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With the rise of social media and texting, some saw email as a communication vehicle that would eventually disappear. However, this mode of messaging is still an inescapable part of everyday life.

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Marketers’ distrust of advertising platforms was highlighted in 2017 when Procter and Gamble CMO Marc Pritchard said the megabrand company was curtailing its digital marketing due to a lack of transparency and potential for fraud.

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Like most things in life, marketing is continuously evolving and more so than ever before. We are currently in the midst of a transformative marketing stage. The dynamics driving this era are technology (e.g., artificial intelligence (AI), data management platforms (DMPs), customer relationship managers (CRMs), etc.), social media, mobile, declining brand trust, changing consumer habits, blurred lines between business-to-business (B2B) and business-to-consumer (B2C) marketing, increased competition, and the realization that emotion -- not just logic -- plays a huge role in all decisions. These factors are, or should be, influencing how we approach marketing, branding, advertising, messaging and communications.

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Nearly three-quarters of B2B marketers seek sales feedback when creating content, but only 42 percent are having conversations with customers as part of their research, according to a new report from the Content Marketing Institute.

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I grabbed a day recently to take in the #Flipmyfunnel show in Boston. While I don’t agree with every perspective presented, a number of points really resonated as people start succeeding more and more with account-based thinking.

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Intro
Part 3 in PMG360’s ABM series examines the steps needed to create a successful ABM strategy.  Requiring a great deal of customer and market intelligence as well as a strong collaboration between sales and marketing, a strong ABM strategy can deliver an impressive return on investment.

Even with best of intentions, fragmented data can cause personalized marketing programs to seriously strain—or even end—customer relationships.

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Email marketing is a tried-and-true digital channel that marketers across all sectors are using to reach and engage their audience.

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From the moment a new chief marketing officer starts a job, the expectations for improved marketing performance are outrageously high. The CEO is looking for simultaneous upticks in brand metrics and demand generation. The head of sales wants leads that almost close themselves. The HR chief is expecting instant improvements in Glassdoor ratings and an influx of highly qualified recruits. And of course, the chief financial officer is hoping for increased yield on a smaller budget offering the advice, "only spend money on things that you can measure."

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Brands have multiple ways to market their services these days, and online methods are among the most effective. But with many different options available, it leaves many companies allocating (and wasting) their limited budgets toward campaigns that don’t produce a return.

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The Internet has certainly upended B2B marketing. Keep in mind that – when a customer visits your site or reaches out to you – he or she has probably done quite a bit of research. In other words, you need to find ways to become top-of-mind.

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It has been six months since GDPR was implemented. It changed the way we think about security, compliance, and consumer consent. But how has it changed data collection, sharing, and transfer? What are the current GDPR trends? MTA finds out!

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The most important metric to use to judge a B2B marketer’s success is their ability to drive net new demand. This desire to drive net new demand has erroneously programmed B2B marketers to gear their marketing strategies and the bulk of their effort toward achieving lead-generation volume.

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The second entry of PMG360’s four part series on Account Based Marketing (ABM) -- a B2B strategy that identifies and targets key business accounts with highly personalized campaigns.  This article takes a look at the impact of ABM on today’s marketing landscape as well as its likely role in the future.

In the realm of search engine optimization (SEO), content is king. Be it website copy, blog posts or guest posting, content is an integral part of effective SEO. However, not all content you create brings glory to your business. Unique, high-quality content blended with creativity supports SEO efforts.

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To nail down what great CMOs have in common, I spoke with Greg Welch, the highly respected search consultant at Spencer Stuart.

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There is probably a point in one's life when you stop having the dream about showing up late and unprepared for your final exam. I'm still waiting. And it doesn't help when cognoscenti like Brent Adamson, principal executive advisor at Gartner, challenge the very definition of marketing—let alone the way most business-to-business brands approach the customer acquisition process. Of course, as the co-author of "The Challenger Sale" and "The Challenger Customer," books that rethinks selling from the ground up, Adamson's words are likely to make any experienced marketers feel like a student again.

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Hurricane Michael, with its 155 mile per hour winds, inflicted widespread damage throughout Florida, Alabama and Georgia.

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As startup owners, we pride ourselves in having a deep understanding of our target markets. Indeed, we would not be in business if we had not studied the market, noticed the gaps and created products and services to meet those demands. Plenty of research goes into launching a business, understanding the market for it and determining how our product meets those customers' needs.

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Account-based marketing (ABM); if you’re a marketer it’s likely you’ve heard the term. It’s a concept that’s sweeping the industry and transforming the marketing landscape.

Is there such a thing as being too popular? For influencers, the answer may be yes.

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When it comes to bolstering consumer relationships, loyalty is often the first phrase that comes to mind. The ultimate building block, however, lies in brand affinity, or the emotional connection consumers have towards their favorite brands. When properly leveraged, affinity can help deepen consumer engagement and inspire long-lasting loyalty.

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5G wireless internet technology is being hyped as an ultra-fast method to access data that can also disrupt many aspects of digital marketing. Yet, 5G appears to be a long ways from reaching its maximum potential, despite large telecommunications companies making considerable investments.

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Artificial intelligence is being deployed far and wide in marketing and advertising.

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Customization is trending right now in marketing, and it’s not just for B2C. B2B marketers, too, are tossing out "one-size-fits-all" marketing approaches in favor of something a little more personal.

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