IN BRIEF
A PPC career path used to reward skill inside the ad platforms: choosing keywords and audiences, setting bids and writing ad variations. The ad platforms now do most of the keyword, audience
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Market targeting is the decision about which segments a company will serve. Kotler and Armstrong define it as evaluating each market segment's attractiveness and selecting one or more segments to ente...
IN BRIEF
B2B market segmentation divides every buyer in a market into groups that want different things and buy in different ways, so each group can be served with a different product or different ma
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Marketing strategy is built on three decisions: segmentation, targeting and positioning, in that order. Segmentation is assessing the market you sell into and dividing it into groups of buyers with di...
A campaign brief, or an agency brief, tells the agency which decisions the business has already made, and which problem the work is being paid to solve. It is the document that turns a marketing strat...
Have you ever been asked to run a LinkedIn or a Search campaign, without a clear explanation why? A sales director asks for a webinar. A product manager asks for a launch campaign. A regional lead ask...
IN BRIEF
Every paid media metric belongs to one of five layers: delivery, engagement, lead, pipeline and revenue. The Delivery layer proves the ads ran, the Engagement layer proves people noticed,
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IN BRIEF
Account-based advertising is media coordinated against a named list of target accounts, usually through an ABM platform that matches ads to companies. The job is concentrating demand creat
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IN BRIEF
The software review sites and category marketplaces are where buyers compare products side by side, read reviews written by other customers, and shortlist suppliers. Paid placement buys po
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IN BRIEF
Content syndication is paying a publisher or a syndication network to promote a gated asset, such as a research report or a guide, to that publisher's audience, with the advertiser paying
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IN BRIEF
Online video advertising in B2B runs as in-stream ads on the main video platforms, as video inside professional network feeds, and on streaming television, priced per thousand impressions
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IN BRIEF
An international B2B media plan is pulled by two forces that are both right. Consistency gives the company one brand, one strategy and comparable measurement across every market. Local fit
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