• 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 […]

  • Using YouTube Advertising for B2B

    B2B YouTube advertising is a unique alternative to regular display advertising, offering focused, hyper specific targeting opportunities at the top and bottom of the sales funnel. The trick to doing B2B YouTube advertising is understanding how to create and target audiences. In particular, the real advantage comes in working with an intent audience, which can […]

  • Search Engine Saturation: Multiple Ways to Impact the SERPs

    What is Search Engine Saturation? Search engine saturation is the amount of space that search results occupy on a single search engine result page (SERP). This includes everything from images and advertisements to organic results. Search engine saturation is a tactic used not only in lieu of high ranking results, but also in conjunction with […]

  • How Marketing Teams Can Shift their Budgets from Events to Digital in the time of Coronavirus

    Everyone knows that event marketing makes up a significant amount of the marketing budget for most B2B companies, at least 21% according to a 2018 study from Bizaboo. But in recent weeks with the emergence of the Covid-19 coronavirus, 19 major events (and counting) have been canceled. While some of the cost of hosting, sponsoring, […]

  • 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 […]

  • Attribution with Google GCLID

    Obility has set itself apart in B2B marketing by not just focusing on lead form conversions, but also analyzing leads as they mature in a CRM.  Historically the way this is done is by capturing UTM parameters such as utm_source, utm_medium, and utm_campaign and optimizing paid search campaigns as we see more leads, opportunities, and […]