Small businesses don’t enjoy being treated like enterprise prospects. Yet it’s an error many B2B marketers make. Any organisation serious about gaining a share of ...

Location data is now a monetizable asset— less about map tiles, directions, and location pins, and more about behavioral, ...

Before embarking on a shopping journey, customers often find themselves in a state of awareness where a specific need or desire has sprouted in their minds. A growing recognition of a gap ...

KPIs are not ROI, and in search and digital marketing, we need to bridge the gap between our KPIs and business outcomes. In an ever-increasing world of messy attribution – thanks to privacy law ...

Have you noticed that the best books and movies are so totally immersive you feel as if you've actually entered the world they depict? Which is why I'd argue that the people most skilled in content ...

A perceptual map is a diagram that market researchers and businesses use to show and comprehend how target buyers perceive and feel about a specific brand or product. A different name for perception ...

Not long ago, few B2B companies had a marketing operations function. Today, this function is becoming an important facet of the marketing organization. The marketing operations function enables the ...

Journey mapping is a technique long known to marketers at companies like IBM and Clorox but has only recently caught on in higher education circles. In an article that dates back to 2010, the Harvard ...