• Preparing for Cookieless Marketing – So Long to Third-Party Data

    What is “Cookieless”? When folks talk about a “cookieless” world, they are really referring to the loss of third-party cookies. First-party cookies are not going away. First-party cookies store information to make the website more user friendly as well as to better understand your behavior to sell products/solutions. Third-party cookies follow you around. They allow […]

  • How B2B Can Prepare for a “Cookieless” World

    Quick hits about the Google’s plan to phase out third-party cookies A “cookieless” world is a misnomer. Alphabet still owns Google, YouTube, and Chrome. Google Ads is still going to get user behavior from properties they own Blocking cookies is primarily blocking behavior from third parties (e.g. ISPs) and creating walled gardens. This will impact […]

  • Unlocking LinkedIn Ads Company Data

    LinkedIn has a treasure trove of company data – literally 30 million companies. As a LinkedIn advertiser, I’d love for LinkedIn to share the companies my campaigns target. When I layer industry, role, title, employee count, etc., I’d appreciate knowing exactly what companies saw and clicked on my ads. Unfortunately, LinkedIn’s demographics report only shares […]

  • How to Measure B2B Paid Search and Paid Social Campaigns

    Quick note: My goal in writing this was to address how CFOs, CMOs, and VPs of Marketing at B2B companies can evaluate their paid search and paid social efforts. Ignore Conventional Measurement Metrics for PPC campaigns are abundant. Clicks, clickthrough rate, conversions, cost per conversion, etc. are all readily available. Measuring “things” in paid media […]

  • Google Ads Removal of Average Position Does a Service to Advertisers

    If I am going to admonish Google for its many, many failings when it comes to looking out for advertisers, I should commend Google when it does something in the best interest of advertisers. In late February, Google announced the impending sunset of average position. Unlike other instances where Google has taken away data (most […]

  • Obility Acquires Haatzama Marketing

    Obility was founded on a simple idea: companies with longer sales cycles, business-to-business companies in particular, should be better served by search engine marketing agencies. We began running paid search campaigns for companies like Marketo, where lead quality and pipeline generated were paramount.  During these early years, we created a system that optimized “backend” performance […]