Dentsu-Aegis Network is buying its agency Merkle an early Christmas gift: San Francisco-based B2B media agency DWA. The terms of the deal were not disclosed. All DWA’s 150 employees will join Merkle, and the agency will operate as a Merkle company. “There’s a growing group of enterprise level, B-to-B and technology businesses, all moving at […]
SourceMedia, the publisher of longstanding B2B titles “American Banker,” “Mergers & Acquisitions” and “Accounting Today,” traditionally relied on paid subscriptions and conference proceeds to drive its revenue. But increasingly, it’s turning to newer ad formats such as outstream video and native to capture more incremental marketing spend. SourceMedia sees itself as a premium information resource […]
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 […]
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 […]
Private equity firm Clarion Capital Partners said Thursday it had acquired B2B marketing shop Madison Logic for an undisclosed sum. Clarion reportedly spent “hundreds of millions,” according to Fortune. Madison Logic hadn’t previously raised any institutional funding and specializes in account-based marketing, which sends targeted content to specific enterprise decision-makers. “We see an opportunity to […]
Since B2B publishers are still waking up to the possibilities of programmatic, media buyers must find B2B audiences on consumer sites. Sixty-three percent of media planners and buyers execute B2B campaigns programmatically, as opposed to 73% who do so for B2C campaigns, according to the inaugural “B2B Programmatic Media Planning and Buying” study released Friday by […]
Account-based marketing, or the ability for a B2B marketer to target a cross-section of companies, has been around for a while, but the techniques are becoming increasingly sophisticated. LinkedIn recently launched company targeting on its platform, and Demandbase, which has had an account-based marketing solution in-market for several years, extended the tool to the Oracle Marketing […]
AdRoll’s B2B data co-op IntentMap, unveiled eight months ago, has expanded its participating partners from 1,000 to 3,000 out of 20,000 overall clients. The prospecting co-op is a pool of shared advertiser data managed by AdRoll’s data science operation. “We think data co-ops will gain momentum over the course of the year,” said AdRoll President […]
Many industry analysts expect B2B media marketing budgets to finally reach pre-recession levels by the end of 2015, following a drop-off in 2009 that removed almost one out of every $5 spent on B2B outlets. And those revenue streams are migrating to programmatic technology and new native strategies to develop brand awareness. One of the […]
Most targeting data addresses consumer marketing needs. Finding people who want to buy welding machinery or business software in a market full of data segments about new moms or golfers is tough. It’s a void that B2B marketing company MultiView intends to fill through its expertise serving B2B advertisers. Because many of its clients don’t […]
