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»B2B advertising

For Lenovo’s B2B Group, Digital Underpins The Infrastructure Sale

The target audience for Lenovo’s Data Center Group is the definition of niche: chief information officers at Fortune 500 companies who are in the market for complex storage, networking and server solutions. To reach that niche, Lenovo has increasingly turned to targeted digital and social ads. “We’re not interested in big, general blasts of information... Continue reading »
by Allison Schiff // July 3rd, 2017 //
»
PROGRAMMATIC I/O SF: As B2B Marketers Move Into Programmatic, Creative Can’t Be An Afterthought

B2B advertisers historically have been slower to adopt programmatic than their B2C brethren. That lag is because B2B was mostly marketed through a company's owned properties, lead forms or offline events. The market for B2B exchange data also wasn’t very robust. But as B2B publishers expand their programmatic offerings and the buy side adopts more... Continue reading »
by Kelly Liyakasa // April 5th, 2017 //
»
CenturyLink Doubles Down On Consumer Branding As A B2B Foundation

Brand advertising is becoming a necessary ingredient for B2B success. While US telco CenturyLink sees two-thirds of revenue come from B2B services, consumer-oriented strategies like a national TV campaign and sports sponsorships are taking a larger share of CenturyLink’s budgets, said CMO Bill Hurley. Consumer branding increasingly “lays the foundation” for effective B2B sales, Hurley... Continue reading »
by James Hercher // March 13th, 2017 //
»
B2B Advertisers Seek To Bridge The Divide Between Demand Gen And Brand Engagement

To borrow a phrase from baseball, B2B programmatic advertising is still in the early innings. A couple of factors have kept B2B marketers from fully adopting the media strategy as rapidly as their B2C brethren. “The biggest difference in B2B and B2C programmatic is the value of the inventory,” said Tony Uphoff, CEO of Business.com.... Continue reading »
by Kelly Liyakasa // October 13th, 2015 //
»

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