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How marketing leaders can transform marketing from a support function to a growth driver

Martech

Fran Cassidy, founder of Cassidy Media, discussed the findings of a recent study conducted by the Institute of Practitioners in Advertising (IPA). to understand their perspectives on the importance of brand and marketing investments in assessing organizational performance. and the U.S.

Marketing 129
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B2B Programmatic Advertising: Complete Guide for 2025

MNTN

B2B programmatic advertising is transforming how businesses reach decision-makers, using automation, data-driven targeting, and real-time optimization to improve efficiency. By eliminating manual ad buying, brands can deliver highly relevant messaging across multiple channels. What Is B2B Programmatic Advertising?

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Can a programmatic approach bring efficiency, savings to B2B lead gen?

Martech

The next item on many B2B marketing budgets is cost-per-lead (CPL) activation, popularly known as lead gen and often conducted via content syndication. “There is also the cost of warm up via digital advertising, the cost of one-to-one outreach and the cost of overall brand awareness to that audience in play.

CPL 113
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Performance Marketing Best Practices

Martech Series

There are a few key benefits brands can gain from implementing a performance marketing plan. First, you’re likely to see an increase in general brand awareness, as no campaign is truly 100% performance or 100% brand, there is always a crossover.

CPL 88
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Programmatic Advertising: What Is It and How Does It Work?

MNTN

It might sometimes feel like it’s impossible to keep up with the ever-changing world of advertising. And one of the areas that has seen the most growth over the last few years is programmatic advertising. But what is programmatic advertising and how does it work? What is Programmatic Advertising?

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What is CPA Advertising?

Lemonads

A brief and complete document about CPA Advertising. CPA advertising is yet another acronym fish in the marketing ocean, and we know that understanding every acronym’s concept out there is quite a challenge. With performance-based advertising, the advertiser pays only when there are measurable results. Purchase (CPS).

CPA 52
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15 Sales Funnel Metrics & KPIs to Measure Performance

MNTN

Sales funnel KPIs are measurable values that help you assess the effectiveness of your sales funnel at every stage, from brand awareness to customer retention. Brand Awareness Brand awareness is how well people know your brand and understand its value proposition. How Is Brand Awareness Measured?

CPL 52