Defining demand gen Ah, demand generation. That age-old marketing term which can quite often mean completely different things to different people. According to Drift, demand generation is… “… a marketing strategy that includes any activity that drives awareness and interest in your product or service.” At Modern, we define demand generation as an early to mid funnel strategy designed to show potential customers that you understand their challenges – and you have the product or solution to fix them. Demand strategy can come in all shapes and sizes, and what is best for your business all comes ..read more

Whether you’re looking to optimise your SEO efforts, capitalise on emerging ad formats or stay ahead of B2B digital marketing trends, The Digital will equip you with the insights you need to know in today’s competitive digital marketplace. Let’s get stuck in. SEO rankings uncovered First The Digital’s attention turns to Google, where a leak of internal documents on GitHub has opened up a vault of secrets about the search titan’s algorithms. This has uncovered game-changing insights for digital marketing activity and SEO.  The publication, spanning more than 2.5k pages, uncovers intricate ..read more

We recently uncovered in Digital Connections 3.0 that one of the biggest challenges right now is the strategic skills gap around marketing technology.  In addition to our latest research, chiefmartec has just released the 2024 Marketing Technology Landscape Supergraphic with over 14,000 martech products which shows a 28% year-on-year growth of products available.  Not only are we feeling the lack of skills across platforms, but it seems the abyss is growing even faster. As marketers, the gap between understanding the platforms and maximising what we’ve already got is getting wider ..read more

I recently wrote about technical debt, and whilst this is pretty common when thinking about systems and technology, it’s equally as relevant to digital advertising, conversion settings and conversion triggers and goals.  If conversion tracking isn’t managed, reviewed, aligned and documented, things can get shaky. What I mean by that is you start comparing apples with pears, or thinking you have a conversion (when you don’t) and getting disparity between your ad platform, analytics platform and CRM. It doesn’t make for fun unpicking all that, and it can be costly – in many ways.  In t ..read more

The event focused around ‘Align. Reinvent. Win.’ and had streams around buyers, AI, transforming the business model and how leveraging martech can help you win. The session  streams were then around differentiating your strategy, orchestrating experiences, driving revenue across the customer lifecycle, scaling with tech and buyer insights – so there was lots to get your teeth into. For many that we talked to, the key themes and take outs were definitely around the buyer and scaling (or rather consolidating) tech and thinking about what’s next with ABM. For us, the streams give valuable in ..read more

Let’s face it, executing excellent Account-Based Marketing (ABM) is challenging. All businesses, whether kickstarting with an ambitious pilot or managing mature programs, run the risk of conflicting priorities during campaign planning and strained team dynamics at the heart of execution. Aligning on measurement and optimisation of both tangible and intangible Key Performance Indicators (KPIs) – incorporating brand, reputation, relationships, and revenue – then creates an additional headache.  We’ve put together three agile project management habits to keep your team aligned and motivated ..read more

The report, based on research conducted with 315 CMOs in the US and UK, disclosed that despite a rapid growth in martech investment, most of its potential remains untapped.  The elusive martech ROI The report uncovered that a pressing concern among marketing leaders is Return on Investment (ROI), with improved marketing ROI noted as the top measure for evaluating the success of their marketing technology investments. In a challenging economic climate, it is clear that marketing teams are under more pressure than ever to demonstrate financial impact. However, extending the marketing techno ..read more

At the summit we will be hosting a spotlight session on how 3 leaders transformed marketing performance despite experiencing flat budgets, bigger targets and a bleak economic outlook.  The key behind their success lies in optimising processes, scrutinising data and redefining your target audience, all with the help of technology to enhance your strategy and do more with less. If you’re unable to make it, here is a snapshot of the key themes, challenges and solutions we will provide insight on.   Disruptive forces The economy remains uncertain and unfortunately for marketers this mean ..read more

In this blog, we outline what the new SGE developments are expected to look like, and how you can ensure your search engine optimisation (SEO) and pay per click (PPC) strategies are prepared for these changes.   Google’s Search Generative Experience (SGE): What is it?  SGE is Google’s latest AI development to enhance its search model. First announced at its annual I/O developer conference in May 2023, it’s currently being tested within Google Search Labs. This was originally set to end in 2023, but has since been extended. This may be because Google wants to ensure SGE is fully compa ..read more

The Rise of AI in Marketing Research Artificial Intelligence has emerged as a game-changer in marketing research. AI algorithms are adept at processing vast volumes of data with remarkable speed and accuracy. From analysing customer sentiments on social media to predicting purchase behaviour based on browsing patterns, AI empowers marketers to extract actionable insights from complex datasets. With the AI industry expected to grow 120% year on year, around 48% of businesses are already using some form of AI to utilise big data effectively.    One of the key advantages of AI is its ab ..read more