Modern Marketing

How Sales-Marketing Alignment Results in Better Lead Nurturing

What sets apart winning teams? When it comes to professional sports, it is not just the star players or superior coaches that ensure a team will win. Of course, these people can increase the likelihood of victory, but what matters is a unified group of people that is striving towards the same goal. Truly great …

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Bring Your B2B Content Marketing Back from the Dead

Content marketing has transformed our industry, with B2B brands large and small using it to generate millions of engagements. In fact, by 2016, 88% of all B2B brands were using content marketing. Then something changed. Marketers produced too much. They oversaturated the market. They made it too hard to stand out. But content stopped succeeding …

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B2B Vendors Need To Play Catch Up In A “B2E” World

Adobe recently published a report detailing the findings of a survey we conducted of 1,215 marketers and B2B buyers in the U.K., France, and Germany. The findings reveal that European business buyers expect vendors to display traits traditionally associated with consumer brands, demonstrating B2B and B2C landscapes are no longer distinct. The “Creating Epic Customer …

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What B2B and B2C Marketers Can Learn From the Women’s World Cup

The 2019 FIFA Women’s World Cup is in full swing with people around the globe watching to see who will take home the cup. In soccer, each team chooses a formation and employs one goalkeeper and ten field players who fill various defensive, midfield, and attacking positions. At the beginning of the game, it is …

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A Traffic Manager Will Keep Your Agency Out of a Jam

Within the last five years, an agency’s traffic manager has become the new production manager—building timetables for projects, tracking every single deliverable, and mapping out the company’s work. But the role isn’t valued as much as it should be. Last year in the United Kingdom, senior traffic managers enjoyed a 28% increase in their annual …

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How to Grow Your Business Beyond Your Borders

New opportunities to grow your business beyond your current market come up every day. How can both small- and medium-sized companies seize these opportunities to learn, grow, increase their sales, and retain customers? How can your business offer excellent service to customers across the world? Opening an office in your preferred location is one method …

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The Value in Building Relationships Over Client Lists

Though agencies loudly tout the importance of transparency, ongoing federal probes show that clients—and the public—still struggle to trust advertising agencies. The ongoing industry conversation about media transparency was shocked into life by the Association of National Advertisers‘ 58-page anonymously sourced 2016 report, detailing agencies’ widespread use of opaque business practices such as kickbacks. The report sent shockwaves through the advertising …

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5 Strategies to Address New Challenges in Asset Management Marketing

The asset management industry isn’t what it used to be. In the face of continued growth, the market has become increasingly crowded and fiercely competitive. But while competition has increased, differentiation among investment offerings has diminished. What’s more, there’s been a fundamental shift in the relationship between clients and brands. In today’s customer-centric business climate, …

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Millennials Have Higher Expectations for CX than Older Generations

The younger the consumer, the higher their expectations for the companies they engage with. That’s the overall takeaway from Adobe’s 2019 “CXM Index” report, based on a survey of 1,500 U.S. adults regarding preferences and expectations for digital experiences in the retail, travel and hospitality, media and entertainment, and financial services industries. “Younger consumers have higher …

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5 Brands that Centered Digital Transformation Around Customers

A keen focus on customer experience is helping enterprises compete and win in today’s highly competitive business landscape. That was the main takeaway of this morning’s keynote session at Adobe Summit—The Digital Experience Conference. “Powerful experiences change the way we think, interact, entertain, work, and relate to the world around us,” Adobe CEO Shantanu Narayen …

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