Mobile brand agency Kargo has published a study  that argues “premium editorial” digital environments are more effective for brand ads than search or social media. The findings are based on a comparative study of ad visibility and recall.

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In 2011, Noah Lee and Dane Jensen were young guys a few years out of college and in search of a business idea. They stumbled across a story about a company selling black Italian socks. Just black. Just Italian. By subscription only. The company had tens of thousands of subscribers. 

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Like the middle child, the middle of the demand generation funnel receives far less attention than it deserves.  At the top of the funnel, marketing increases traffic and fills the database with new leads through paid ads, social media, search, referral programs, and a variety of other channels. At the bottom-of-the-funnel, we help close the sale by creating urgency and helping our prospects make the business case for purchasing our product or service.

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It's 2017, and every CMO is promising their CEO mountains of Glengarry leads for their sales organization to close.  We're not talking about normal, old Glengarry leads, we're talking crème de la crème leads... the elusive C-Suite leads that every marketer this side of Mars is longing for.  Sound about right?  Anything wrong with this picture?  I see you nodding your head yes (well done).  Everything is wrong with this picture. 

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