B2B creator and influencer marketing is paying or partnering with people who have their own audience of professionals to talk about your company, your product or the problem it solves. These creators ...
Email marketing is sending commercial messages by email to people who have agreed to receive them, such as customers, past buyers, event attendees and newsletter subscribers. In B2B it's good at keepi...
Automated bidding is when the ad platform sets your bid for each auction, using a model that predicts how likely that impression or click is to lead to the result you've chosen. AI-run campaigns go fu...
Predictive AI uses past data to estimate what's likely to happen next: which accounts are likely to buy, which customers are likely to leave, or which ad is likely to get a response. Generative AI pro...
A buyer persona is a profile of one typical buyer: their role, what they're responsible for, what worries them about a purchase, and where they look for information. The buying committee is the group ...
Competitor analysis is the study of the alternatives your target buyers are considering, so you can decide where to compete and how to win. In B2B, those alternatives include direct competitors, diffe...
Positioning is the place a business wants to hold in the minds of its target customers, compared with the competitors those customers are considering. The value proposition is the set of benefits the ...
IN BRIEF
Marketing strategy is the set of decisions about which customers a business will serve and how it will create more value for them than competitors do. A digital marketer moves into marketi
...
B2B marketing (business-to-business marketing) is the marketing of products and services by one organisation to other organisations: businesses, government departments and non-profits. A payroll softw...
The marketing mix is the set of decisions a business makes about its product, its price, where and how customers can buy (place), and how it communicates with them (promotion). These decisions are kno...
Use AI for the research behind a campaign brief, and make the decisions in it yourself. A campaign brief records decisions the business has already made and passes them to the people doing the work: t...
Digital marketing is the use of online channels, devices and data to reach buyers and persuade them to act. It covers search, social media, email, content, display and video advertising, and the websi...