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The small B2B marketing team’s guide to ABM

Martech

Targeted campaigns : Focusing on specific accounts ensures marketing efforts resonate with each client’s unique needs. Real-time optimization : Leveraging technology and data analytics, ABM enables real-time tracking and optimization of campaigns, boosting effectiveness in a competitive landscape.

B2B 118
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How to recover from Google Ads performance drops

Search Engine Land

When managed effectively, Google Ads campaigns can significantly boost your online presence and drive business results. However, even well-planned campaigns can experience unexpected performance drops. Competitive edge : The PPC landscape is highly competitive. Identify which top-level metric has dropped.

CTR 96
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Peak PPC season is coming: 5 tests to run now

Search Engine Land

No matter your vertical or the particular timing, there are five tests I like to run during the slower season to help clients get learnings to leverage when the tide is high. Ideally, your brand or client has a test budget to play with, but if not, consider shifting the budget from the same stage of the purchase journey.

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How to get your email marketing ready for iOS 18

Martech

While this may improve user experience, it raises concerns about potential reductions in visibility and engagement for marketers. This suggests that users navigating to specific tabs, such as Promotions, are more motivated to engage and make purchases. They are similar to the tabs used in Gmail. McKenna said.

Promote 119
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How strong brands build stronger B2B pipelines

Martech

Product contributes knowledge of customer needs, market trends, user experience and product capabilities. We recently worked with a client to bring test learnings into the weekly marketing huddle and the monthly cross-functional meeting with sales and product. Don’t obsess over perfect metrics; look at trend lines.

Pipeline 114
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6 PPC Tactics for Account-Based Marketing Campaigns

ConversionXL

PPC campaigns continue to become increasingly well-targeted. While those tactics may have differentiated your campaigns in the past, they no longer do (or won’t soon). One way to stand out is to go beyond keyword targeting and create PPC campaigns for specific targets—an account-based marketing (ABM) strategy.

Campaign 131
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Integrating E-Learning Platforms Into Your Lead Generation Process

Sales Pop!

This builds credibility and makes it more likely to induce a client to choose a source with that level of confidence over the competition. Run Ad Campaigns to Promote Learning Opportunities To capture traffic on eLearning content, aggressive promotion will be needed. The Clock Is Ticking; Leads Won’t Wait!