On January 14 Google announced that within 2 years they will remove the support of 3rd party cookies. This move comes as part of their efforts to advance privacy on the web. Following this release, we’ve been getting a flurry of questions, from partners and customers alike, about how this will affect our content marketing analytics and attribution capabilities and mapping customer journeys. Hence, wanted to address the topic in the following post and shed more light not only on...
Just like in the Games of Thrones series, for many years the marketing landscape had its own giant wall dividing two populations: the B2B and the B2C (Brand) marketers. That wall separated ideas, methodologies and tools. Even the languages used on both sides were different. However, in contrast to the man-made ice wall, the marketing wall was not erected by people but by the available technology and capabilities. In the past couple of years, Account-Based Marketing (ABM) has taken the B2B...
Account-Based *Content* Marketing – Talking to the right crowd at the right time ABM is a buzzword in marketing these days. However, marketing teams might be surprised to find that this is not a new concept to the Sales Teams they work with. Sales have always had their eyes on target accounts, unlike marketers who have typically aimed to talk to anyone who is willing to listen. That’s changing now that marketers have more data available to them and the...
This post discusses how content remarketing can help you get your visitors to return to the conversion funnel. Content is a journey and one of the biggest challenges B2B brands face is getting abandoned traffic and relevant visitors back on their site and to the right track. The Content Remarketing Journey What Is Content Remarketing?First things first, what is content remarketing? Content remarketing or content retargeting is one aspect of content marketing which deals with the methods and tools to help get visitors...
If there’s one thing I see when I speak to marketers it’s that they have the best of intentions. Nobody falls asleep on the job (usually the job is more related to lack of sleep). Everybody wants to see their efforts succeed. But good intentions and success, unfortunately, don’t always go hand-in-hand. There are a lot of inadvertent mistakes that marketers make with regard to their content marketing. Check out the list below for a few of them: 1) Changing...
Here’s the deal: B2B marketing campaigns aren’t just about selling. They’re about connecting with your target audience in a way that solves their problems and grabs their attention. The best B2B marketing campaigns stand out because they’re creative, strategic, and built around understanding the customer journey. They use multiple touchpoints, from social media platforms to b2b content marketing, to engage potential customers and build trust. In this article, we’ll break down award-winning B2B campaigns and show you what makes them...
Here’s the truth: conversion web design isn’t just about making your website look good—it’s about turning visitors into customers. A well-designed site creates a seamless experience that guides users toward taking action, whether that’s signing up for a free trial or making a purchase. Why does this matter? Because your website is often the first impression of your business. A strong web design can increase trust, boost engagement, and most importantly, increase conversions. Ultimately, the bottom line is simple: investing...
Last week, I had the pleasure of presenting at Content Marketing Conference in Boston. While I really enjoyed sharing some new concepts and ideas with the attendees, I enjoyed the sessions even more. One of the unique things about this conference is that the keynotes are all about the intersection of content marketing and comedy, which makes for a pretty entertaining 3 days. I came back armed with some great insights. Here are just a few of them: 1) When in doubt,...
Earned Media Value (EMV) is a critical metric in modern marketing. It represents the estimated value of media coverage or customer-driven content that your brand receives without directly paying for it. Think of social media mentions, shares, online reviews, and articles written about your brand—this is the power of earned media. Why does it matter? Unlike paid campaigns, earned media value provides a measure of how effective your marketing efforts are in generating organic buzz and increased brand awareness. By...
When a new customer starts using our product, I always ask them the same question: "What is your main pain point? What insights are you hoping to discover? Many of them answer that they would like to know what the typical journey is for all the users that convert. In the beginning, this made sense to me: Of course, there is the best route to the office, and so people should take it. But as I dug in the data, looking for that...
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