Brian Burch

The definition of curation differs (Source: Digiday) Curation bundles audience and supply chain data to create better ad packages, going beyond targeting by analyzing the bidstream. Some great quotes below: -Chris Kane, Jounce Media “In their worst form, curators add another supply chain fee for simply loading a site list into an SSP. But in their best form, curators make run-time evaluations of audience, content, and supply chain signals in novel ways that DSPs do not currently support.” -Drew Stein, Audigent “We co-locate in the same data centers as our SSP partners so that we can enrich the bid in lightning-fast time before it goes to the DSP—that’s real curation.” -Milly Putley, Alkimi “While curation itself isn’t new, its resurgence is driven by advertisers and agencies now putting significant investment behind it, making it a high-stakes trend.” 📖source Digiday https://lnkd.in/gunC2wKD 🌎 To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for The Refresh newsletter: https://lnkd.in/g-gjn7GU

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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No matter where the MarTech team or the MOps team sits within an org chart, the teams need to consider themselves strategic partners to product marketers, marketing strategy teams, sales ops, and the sales team. We may not realize it, but our language and actions guide how people view Ops in the org. You will likely lose your audience if brought into strategic conversations and you pull up complex operational diagrams. If you aren't conveying that you are thinking about the bigger picture of a GTM because you are focusing on just getting the data loaded and the campaigns launched, you will always be viewed as just the doers. 🔥 Hot take 🔥 Companies can always find more doers. However, the most valuable thing, and what will likely give you more satisfaction in your role, is if you can provide insights and direction that contribute to the success of your partners within the org.

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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In response to the Association of National Advertisers article on account-based marketing (ABM), I believe we need to refocus on what truly drives success in ABM. While I am not surprised by the article's mention of B2B companies experiencing mixed results with ABM, I feel it's important to emphasize that the quality of ABM initiatives varies widely. Some ABM programs exist in name only. Others are well-led and thoughtfully designed. 𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝗺𝘆 𝗸𝗲𝘆 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝗼𝗻 𝘄𝗵𝗮𝘁'𝘀 𝗺𝗶𝘀𝘀𝗶𝗻𝗴 𝗶𝗻 𝗳𝗹𝗲𝗱𝗴𝗹𝗶𝗻𝗴 𝗔𝗕𝗠 𝗽𝗿𝗼𝗴𝗿𝗮𝗺𝘀. 1️⃣ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗢𝘃𝗲𝗿 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆: ABM is not about the latest tech but a solid strategy for deepening relationships with target customers. 2️⃣ 𝗠𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: It's about creating meaningful interactions, not spamming with automated messages. 3️⃣ 𝗧𝗲𝗮𝗺 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴: Successful ABM requires well-trained teams that are aligned in their approach and goals. 4️⃣ 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗻𝗴 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Clear communication with leadership about ABM's expected ROI is crucial for buy-in and long-term success. Let's keep the conversation going. I've placed a link to the article in the comments. I am curious to hear your thoughts. Share them ⤵️ #ABM #MarketingStrategy #fractionalCMO #CMO  #BusinessGrowth 📷 Association of National Advertisers

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💡🗓️ With some of my favorite GTM conferences coming up in November, Marketing Ops Community's Mops-Apalooza 2024, CMO Huddles's CMO Super Huddle, and GTM Partners's Better Together 2024, I’m inspired to share how to overcome one of GTM Ops’s most common problems, data chaos. I’ve seen firsthand how chaos can unfold when data is scattered across various systems, especially when manual input is involved. This can lead to errors and inefficiencies, making it difficult to make informed decisions. To tackle this issue, I’ve found that conducting a process mapping exercise for your revenue technology stack can be a game changer. It helps you understand how data flows through your organization and highlights areas that require attention. Step 1: Data Collection Start by gathering all relevant data from your different sources, like CRM systems, marketing platforms, and financial tools. It’s crucial to ensure that the data you’re collecting is accurate and truly relevant to your go-to-market strategies. Step 2: Visual Representation Once you have the data, turn it into a visual format. Creating flowcharts or diagrams can make complex information much easier to digest. This step is about clarifying connections and helping your team understand how everything fits together. Step 3: Identifying Gaps and Redundancies With a clear visual representation in hand, look for gaps and redundancies. Are there areas where data is duplicated or not flowing properly? Identifying these inefficiencies is key to improving your operations. Step 4: Improving Efficiency Finally, use what you’ve learned to find opportunities for improvement. Whether it’s streamlining processes, automating tasks, or consolidating data sources, taking action on these insights can greatly enhance your data integrity and help your team make better decisions. In the end, managing data chaos doesn’t have to feel overwhelming. By embracing a process mapping exercise and visualizing your findings, you can drive efficiency and set your organization up for sustainable growth. You’ve got this! #MarketingOps #GTM #MarketingOperations #MOpsCommunity #OpsLeaders #MarketingOpsMatters #CMOCommunity

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This article is a bit long but has a framework and roadmap steps that leaders with revenue accountability (seeking to remove misalignment) may appreciate. Happy Sunday reading. "Account-based expansion — targeting growth within existing customer accounts — could be the key to sustainable growth, faster sales cycles and lower acquisition costs... Marketing teams are generating, on average, 40% more revenue implementing structured expansion marketing approaches." https://lnkd.in/ga4CYURt

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THIS IS AWESOME AND IS A GREAT EXAMPLE OF LIKE MINDED COMPANIES TAKING BACK WHAT IS THEIRS!!!!! Local Media Consortium’s NewsPassID ad network has introduced a new content taxonomy to address brand safety concerns in programmatic advertising for news publishers. This taxonomy enables advertisers to target specific, brand-safe content categories, such as NFL sports or women's sports, through a PMP; allowing brands to bypass traditional keyword blocklists that often harm news revenue. This vetted offering of more than 5,000 quality publishers ensures a trustworthy brand-safe environments for advertisers without the need for pre-bid brand safety tools. The new LMC’s taxonomy is designed specifically for local news, providing more granular segments than existing taxonomies, expanding brand safety and suitability footprint. The taxonomy launches with ten high-demand categories and is supported by a variety of formats, including display, video, native, and CTV. This new method could help news publishers recover revenue lost due to automated brand safety blocklists, with advertisers potentially seeing higher ROI by targeting specific, approved content and bringing trust back into the equation, which can be a possible blueprint to more publishers across the OpenWeb. If you can do it locally, you can do it nationally. Congratulations to all involved!!!! Tobias Bennett Chris Fehrmann Christine Hendricks Jay Horton Nick Ames Tom Sly Mark Bullard Chris Loretto and many many others. Hashtag Labs Media.net Comscore, Inc. #publishers #digitaladvertising #collaboration #brandsafety #content #monetization #innovation #bettertogether #protectjournalism https://lnkd.in/ewqPSpkH

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Must read for any #b2bmarketer because it really forces you to think about the near future and what you need to do to account for the potential changes. One thing in particular is going to keep rumbling around in my head: the idea that we should "let buyers control their #journey instead of forcing them through our funnels." It dovetails with research Kerry Cunningham keeps reiterating that 80% of buyers have already made a decision before reaching out to a company--they control the buying process. BUT here's the thing for me: that assumes that either the world is a meritocracy and that those buyers will find the "best" solution OR (and I suspect Jon Miller and Kerry Cunningham would favor this one) marketing needs to shape buyer perceptions WELL BEFORE the "sales process." But, in my experience, even if you have high quality content and put it in front of the right audience, it a dice roll whether they pay attention. On the other hand, when they're talking to a (really good) sales person, they pay attention. I'm definitely not a fan of #MQLs but I do think that marketers can't underestimate the importance of a conversation with a sales person--perhaps PRIOR to the identification of intent?--nor overestimate our ability to influence perceptions and behavior with our fancy words and pretty pictures. But greatly appreciate how this writing make me think and rethink. https://lnkd.in/eYie_P_r

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Tomorrow's Missing Half episode features a great discussion about account-based marketing - Matt Reiners and I talked about how messaging and research go hand in hand, especially in ABM cases, which require high levels of customization. Matt provided some great insights into the types of research and personalization his team developed for multi-billlion dollar opportunities by looking beyond the normal sources and digging into sources for insights. Don't miss it - subscribe here: https://lnkd.in/eRyeiER5

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As Lotame's VP of Marketing, I know full well the growing pains we’re all facing. 🍪🚫 From audience fragmentation to content overload, how do we effectively reach our ideal customers and make our messages truly stand out?    It starts with being even more strategic with your data and consistently providing value at every stage.    That’s why we’ve created the #DigitalMarketer Data Collaboration Platform playbook on-demand, featuring Data Empowered tips that we’ve integrated into our own marketing efforts.   Here's 5 easy-to-skim chapters that you can bookmark and revisit at your leisure: 1️⃣ What does the third-party cookie phase-out really mean?  2️⃣ How can data collaboration preserve addressability and scale?  3️⃣ How Haymarket Saw 10X Results with Data Collaboration 4️⃣ How to Evaluate Data Collaboration Platforms   5️⃣ Exclusive Invitation to a Complimentary Strategy Session   Access it here 🔗 https://lnkd.in/enUYjNnf

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B Automated Tip of the Month – Welcome to your one stop shop for 6sense data governance! Are you knee deep in your ABM journey to unlock the dark funnel? Did you know your 6sense database needs periodic data governance just like any other Martech tool? If you are doing a website overhaul or merger, if you are adding new products to sell, if alter your business strategy or add new fields to your MAT/CRM…all these things trigger downstream effects in your integrated marketing & sales systems. Database administration is absolutely critical to pay attention to. As your company and strategies transform, make sure you are keeping your operations teams involved and create a checklist of items to review. Most items should be reviewed monthly or quarterly, most especially when dealing with AI related tools as they are constantly learning and adapting. Check out our latest blog on best practices for 6sense data governance and specific data admins areas to track. https://lnkd.in/gg6EdACn Contact us at https://bautomated.com/ for assistance managing these and other tactics to ensure your marketing efforts perform at optimal capacity!  #6sense #oracle #consulting  #marketing #database #automation #eloqua #marketingoperations

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Almost all of our clients have an internal marketing director or CMO. This has become our sweet spot at OTM - partnering with CMOs to help them think outside the box, level up strategic thinking, and learn from other industries. "B2B CMOs are struggling to meet their goals to a much greater extent than their B2C counterparts. A relatively small 41% share said that they met revenue and customer attainment goals last year, a figure virtually matched by the 39% share who said they did not meet those goals. The remaining 20% were either still evaluating (10%) or not sure (10%)." Not sure if an agency partnership is right for you... but tired of being on an island by yourself? Reach out 😁 maybe we can help.

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Hello fellow marketers. AI is great. But please stop copying and pasting the word elevate. ChatGPT by its own admission loves the word elevate. If you see "elevate" in a subject line, advert, email, etc. It's 99% likely someone has used AI to create that content. If that's a good or a bad thing, I'll let you be the judge. My view is, as marketers our job is to differentiate, get noticed, stand out and be memorable. Why would you use a verb that has become so ubiquitous and dare I say meaningless to "elevate your brand"

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Publicis and Omnicom Surge Ahead, While Rivals Struggle to Keep Up In the first half of 2024, major agency holding companies have shown mixed results, with Publicis Groupe and Omnicom leading the pack thanks to strong performances in their media divisions, driven by the integration of data and technology. Meanwhile, other players like WPP and Interpublic are struggling to keep up, and Havas is facing significant challenges in North America. Stagwell, though smaller, is outperforming many of its larger competitors with promising growth prospects for the second half of the year. Some stats from the article: - Omnicom’s Advertising & Media segment grew by 7.8%, with media likely seeing around 10% organic growth. - IPG’s organic growth for 2024 is projected at just 1%. - Havas faced a 6% drop in North American business. - Stagwell is on track for 5-7% organic revenue growth. - Online shopping is expected to account for about one-third of all holiday spending in 2024, particularly among shoppers aged 30-39. - CTV engagement is rising, with over two-thirds of the U.S. population using it and average daily time spent surpassing 2 hours. Article by Michael Burgi Digiday : https://lnkd.in/gFUm4mHd 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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Everyone needs to stop what they’re doing and read this call to arms by my friend, Richy Glassberg, CEO & co-Founder of SafeGuard Privacy, on how we have lost sight of optimizing the consumer experience because ad tech very often fails to deliver intended audiences. Here’s an excerpt from the entire piece which AdExchanger published this morning: “An industry responsibility! Publishers have to demand better ad serving. We have needed frequency caps, pod placement and competitive separation in TV forever. Otherwise, our agency and brand partners would have crucified us for makegoods. Does anyone in digital even know what a makegood is anymore? Speaking of which, where’s the accountability? Agencies, are you even trying? Have you asked to see a log file? I’ve heard some platforms refuse to share their log file data. Cut them off! Your clients expect you to be a steward of their budgets, not asleep at the wheel. Ad tech, please stop selling crap. If you destroy publishers and agencies with the lousy ad experiences you’re creating, you won’t have any business for LUMA Partners to sell to anyone. And advertisers? I don’t even know where to start. Your first-party data is your new oil. Don’t lose it or waste it. Use it. I realize it’s hard navigating all these new privacy laws, but they’re primarily meant to protect consumers from bad actors. Meanwhile, you’ve paid hundreds of millions of dollars to build good-faith relationships with your customers, and you’re screwing up the opportunity to capitalize on that. The consumer’s relationship with your product might be great, but their relationship with your advertising is probably terrible!” #AdTech, #Privacy, #DataSecurity, #compliance, #Accountability, #compliancetech Read his entire piece here: https://lnkd.in/eYYUfMsq

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The folks at Signals were nice enough to whip this up to commemorate my winning the ABM Strategist award at the Signal-Based Marketing Summit. Thanks to Jason Storey, Steven Eror 🟣 , Rayelle Poulsen and Michael Davis for their support and continuous education on the technology that's going to mean so much for helping SMEs level the playing field and then some in 2025 and beyond. I can't wait to see what the possibilities hold for us working with businesses that harness what you and our team at Caliber have to offer. I believe that using tools for business intelligence, like Signals, is absolutely fundamental to our success in the way of qualifying and scoring opportunities that may be warmer than a random. I know the company. Do I know the person who visited? No. But in the world of ABM, that's kind of irrelevant anyway. In the past, many of us would extensively research for THE person to contact who may be the decision-maker, but let's face it: Even small businesses can have 3-5 individuals influencing the decision. Let me know if you'd like to jump on a chat in the coming weeks to talk about how we're using Signals here and how we plan on leveraging it with content that just works in a more personalized manner to target decision-makers, champions and other influential folks. #abm #accountbasedmarketing #signalbasedmarketingsummit

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Pain pill > multi-vitamin In marketing, customers are generally more motivated to solve a problem causing them discomfort than to pursue an enhancement, a figurative "fit bod." I discuss this with my Aki Technologies and Inmar Intelligence colleagues, Alexandra Matthews, Samantha Burkhart, Rachel Gropper, Kristin (Kenley) Beutel and Nicole Figueiredo Henry, MBA, my husband Jordan Bunnell, and industry friends, Scott Swanson, Andrew Higashi, Brendan Witcher and Kes Thygesen—a lot! Top pains in my industry: 🤕 Repetitive ads on CTV 💊 Dynamic creative diversification, so no one sees the same ad twice 🤕 The low/no attention economy 💊 Personalized advertising that aligns with the viewer’s moment and mindset 🤕 Insufficient or incorrect data, driving wrong predictions about customers—even when customers self-report the information 💊 Sub-zero party data using biometrics to enhance campaign performance by 7x 🤕 Poor mobile marketing practices that can turn new and even existing customers off your brand for good 💊 Avoid the bad mobile practices I've linked to in the comments below 👇 More on that last one... This morning, in a 500-person, US census-balanced survey (launched at 11:05 AM, completed at 11:43 AM—Brendan Witcher 😉 ): 🚫 46% reported that a mobile ad had caused them to lose interest in a brand 👎 Ranked "receiving unsolicited direct messages or spam texts" the worst mobile marketing practice 😠 32% said they typically feel annoyed by a brand after seeing its mobile ad 🗣 Respondents described their feelings toward mobile ads as: "Irritated" "Annoyed" "I ignore them." "Most are really terrible, almost never make me want what they're advertising." "F*** them." This is why I'm so glad Forbes asked me: "What's one mobile marketing strategy or practice you think is ineffective, and why? What should brands do instead?" Read how my fellow Forbes Communications Council members—Namita Tiwari, Maria A., Erin Nourijanian, Antony R., Roshni Wijayasinha, CM, MBA, Rekha Thomas, Jawaher Al- Khuzaei, Victoria Zelefsky, Toby Wong, CPACC, ADAC, Marie O'Riordan—and I answered that question below.

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