Author: MV Editor

Why You Should Invest in Digital Display Advertising During Economic Uncertainty When the economy is strong, digital display advertising budgets flow freely, funding targeted impressions that drive brand awareness, engagement, and consideration. But in tough times, when budgets get scrutinized, the true test of an advertising strategy begins. As economic uncertainty looms, advertising budgets are often the first to face cuts. While it may seem tempting to follow the crowd and reduce spending, history shows that cutting ad budgets now can hurt your brand in the long run. Consistent digital display advertising builds brand perception and consideration over time. Buyers…

Are All “Walled Gardens” the Same? As Google continues to delay its phase-out of cookies due to the lack of a suitable replacement for ad targeting, we’re hearing more about the strengths and weaknesses of the major “walled gardens” (Google, Facebook, and Amazon) in the B2C space. But in the B2B world, the concept of walled gardens also applies to specialized publishers, though it’s often less understood. While it’s true that any walled garden that has user consent could potentially provide valuable data for marketers, most of these platforms weren’t designed with this goal in mind. In reality, much of…

Intent 3.0: Leveraging Intent Data for Strategic Go-To-Market Success Like many new B2B solutions, the early use of purchase intent data was focused on tactical, short-term applications. As both providers and users have become more comfortable with it, they’re pushing the boundaries of what intent data can do. Initially, intent data offered valuable productivity gains for sales teams, but now we’re entering a phase where it’s having a strategic impact across the entire go-to-market (GTM) process. Intent data provides different benefits depending on its quality, source, and how it’s used. At its core, purchase intent data is behavioral data that…

The Golden Rules of Partner Marketing: Insights from the Field This blog is part of a series that features the perspectives of partner marketing leaders worldwide. Our guest contributors share their experiences, the challenges they’ve faced in the partner ecosystem, and the lessons they’ve learned over the years. When I tell people I work in partner marketing, I often get confused looks, especially in casual settings. But for us partner marketers, we know exactly what it means, right? To explain it simply, I tell people: “I help companies working with mine sell more products and services.” We play a critical…

Why Settle? Innovate Your Strategic Alliance Marketing for Better Results This blog is part of a series featuring insights from partner marketing leaders worldwide. Our guest writers share their experiences, challenges, and lessons learned in the ever-evolving partner ecosystem. Not long ago, dramatic performances were exclusive to the stage, with audiences attending live shows. Technology changed that, making entertainment accessible through movies in theaters. Over time, movies became available for home viewing, first on VHS tapes, then DVDs, and later through digital streaming services. Today, we can enjoy films on demand, delivered to the device of our choice. This shift…

What is Multi-Threading in Sales and Marketing? Multi-threading is a strategy where sellers build relationships with multiple decision-makers and influencers within a target account. Instead of focusing on just one point of contact, multi-threading helps establish connections with various stakeholders, creating opportunities not only to secure the first deal but also to drive long-term growth and retention. The more stakeholders you engage, the stronger the relationships become—ensuring that if someone leaves or changes roles, you still have connections with others in the organization. Traditionally, multi-threading happened naturally during face-to-face meetings or events, but today it primarily occurs virtually. Sellers now…

3 Critical Elements of a Successful Partner Marketing Plan As partner marketing teams face growing pressure to execute and scale their programs, having a solid, well-structured plan is crucial to success. While the specifics of each plan may differ based on program size, partner types, and other factors, there are some key elements that can drive consistent results. At a recent Partner Marketing Visionaries Summit, Kristin Heisner, Head of Global Partner Marketing at Commvault, discussed these elements with leading partner marketing experts: Scott Batchelor from Conga, Tricia Blade from Trellix, Kirstan Ryan from Dell Technologies, and Lori Gabrielli from Alteryx.…

3 Ways to Use Intent Data to Improve ABM Outcomes While the benefits of Account-Based Marketing (ABM) are widely discussed, less is said about the effort and resources ABM requires. Unlike other marketing strategies, ABM involves a more intensive focus on a smaller set of high-value target accounts. To generate more revenue from this limited pool, ABM teams must create highly tailored campaigns that speak directly to the unique needs of each account. To succeed with ABM, it’s important to adopt a mindset that embraces learning from early setbacks. Teams should plan with the intention to improve, innovate, and adapt…

How AI and Intent Data Can Boost Personalization at Scale As a marketing strategist with over a decade of experience, I’ve seen personalization strategies that range from highly effective to entirely ineffective. The harsh reality is that relying on outdated methods and generic data will no longer set your business apart. In this article, we’ll explore how generative AI (GenAI) and intent data can work together to create more meaningful personalization at scale. Personalization: What It Is (And What It Isn’t) Personalization is all about creating unique interactions, content, and messaging that directly address a buyer’s pain points and speed…