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Rethinking B2B Advertising with The B2B Institute’s Ty Heath
Episode 23
Based on an analysis of 2,500 B2B ads, one thing is very clear: B2B needs a new creative formula, one that’s actually effective.
This week, Ty Heath,…
2 years, 9 months ago
Effective TV Advertising Part 3—Driving Brand and Sales Together
Episode 22
The battle over whether marketers should focus on sales or brand results has raged for years now. But while many marketers are now embracing both, th…
2 years, 9 months ago
Effective TV Advertising Part 2—Cost Determines ROI
Episode 21
Targeting the right customer at the right time is a marketer’s dream—but only if the price is right.
This is the second of three episodes reviewing a …
2 years, 9 months ago
Effective TV Advertising Part 1—Reach Over Targeting
Episode 20
Why would anyone market to those who aren’t likely to buy right away or who don’t fit perfectly within your ICP? Actually, there are multiple reasons…
2 years, 10 months ago
Brand Awareness vs Affinity – Which Drives Brand Growth?
Episode 19
Awareness vs affinity. Reach vs resonance. Even customer acquisition vs loyalty. The debate has many names, and it’s clearly not going anywhere. But …
2 years, 10 months ago
How Do Earned, Owned and Paid Media Fit in Your Marketing Strategy?
Episode 18
Earned media is a small part of marketers’ budgets, but it’s a growing focus for brands across all categories. Still, is it really a winning marketin…
2 years, 10 months ago
What Does Creative Effectiveness Really Look Like?
Episode 17
75% of marketers struggle to link creative activities to commercial returns. And 79% say they have inadequate training to connect creative impact and…
2 years, 10 months ago
Is It Time for a Contextual Targeting Comeback?
Episode 16
Google announced they would disable cookies for 1% of Chrome users at the beginning of 2024. Now, the pressure is on advertisers looking for targetin…
2 years, 11 months ago
How Will AI Change Creative Work?
Episode 15
Following AI news has been quite the rollercoaster ride lately. The technology’s potential is incredible for a wide range of fields. But especially f…
2 years, 11 months ago
How to Build a High-Performing Marketing Team
Episode 14
1,100 marketers were asked if they’d recommend working in their own marketing department to a friend or colleague. The results were a definitive "no.…
2 years, 11 months ago