Marketing Effectiveness

Why It’s Time to Rethink Personalization – B2B Marketing Article

The value of personalization in marketing has been largely unquestioned for nearly two decades. Today, most marketers view personalization as essential for success, and many companies have made personalization a top priority. But the marketing environment is changing, and that means it’s time for marketers to rethink their personalization strategy. In a report published last November, the research firm Gartner predicted that by 2021, one-third of marketers will reduce spending on personalization, and by 2025, 80% of marketers who have…

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Unconventional Views on B2B Growth – B2B Marketing Article

Last fall, The B2B Institute (a think tank funded by LinkedIn) published a research report that every B2B marketer should read. The 5 Principles Of Growth In B2B Marketing describes the findings of research conducted by Les Binet and Peter Field, two highly-regarded, UK-based experts on advertising effectiveness. This report is based on an analysis of data contained in the IPA (Institute of Practitioners in Advertising) Databank. The IPA is a trade organization representing the UK advertising industry, and the…

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Think “Close and Deep” to Maximize Growth – B2B Marketing Article

During the Cold War, U.S. Army leaders in Europe faced a disconcerting situation. Their mission was to defend NATO member nations in the event of an attack by the Soviet-led Warsaw Pact. The problem was, U.S./NATO ground forces were greatly outnumbered. During this period, Soviet army doctrine was to throw wave after wave of forces at defenders until they were overcome, and U.S. military leaders weren’t confident they could win that kind of war. To address this problem, the U.S.…

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Why It’s So Hard for Companies to Change – B2B Marketing Article

In 2013, Scott Brinker, Hubspot’s VP Platform Ecosystem, and the author of the widely-read Chief Marketing Technologist blog, published a post that introduced Martec’s Law. In essence, Martec’s Law states that technology changes at an exponential (very fast) rate, but organizations change at a logarithmic (much slower) rate. (See Scott’s graph below.) The rapid development of marketing technology is well documented. The 2014 edition of Scott’s marketing technology landscape supergraphic contained 947 technology providers. The 2019 edition of the supergraphic…

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