Articles by Megan
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Maximizing Impact: New AI Ads, Incrementality, and Search Volume Declines 25%
Maximizing Impact: New AI Ads, Incrementality, and Search Volume Declines 25%
By Megan Conahan
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Maximizing Impact: Social Video Growth, CTV Attribution Challenge, and Google’s AI Overviews
Maximizing Impact: Social Video Growth, CTV Attribution Challenge, and Google’s AI Overviews
By Megan Conahan
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The New Normal: Ads in AI, Soaring Costs, and B2B Video Evolution
The New Normal: Ads in AI, Soaring Costs, and B2B Video Evolution
By Megan Conahan
Contributions
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What do you do if your B2B Marketing Strategy project lacks quality control?
Adopting a testing-first approach is crucial for sustained growth in B2B marketing. Beyond refining existing campaigns, earmark 10-20% of your budget for exploring new avenues can lead to uncovering new growth channels. This strategy often uncovers more efficient channels, strategies, and opportunities that not only challenge the status quo but also deliver superior results at a reduced cost. Continuous improvement, therefore, hinges on your willingness to innovate and experiment.
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What do you do if your B2B marketing audience has diverse communication preferences?
The power of personalized content cannot be understated in B2B marketing. It is fundamental to recognize that each target comes with a unique set of priorities, goals, and challenges. Crafting content pillars tailored to each persona enables marketers to deliver customized messages that resonate deeply with every buyer or influencer. Moreover, an often overlooked aspect of personalization is ensuring you don't just speak to the content they desire but in their voice, the voice of the customer. Adapting your content to reflect the changing tone and language of your targets ensures a stronger, more authentic connection, enhancing the overall impact of your marketing efforts.
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What do you do if your B2B Marketing Strategy project lacks quality control?
The significance of a cohesive marketing journey cannot be overstated. It's imperative that revenue tracking is not an isolated activity but a core component that is directly integrated into your marketing campaigns. This could be as simple as leveraging prebuilt APIs for seamless integration, but sometimes, a custom integration needs to be built. While the latter option might demand a greater initial investment, the ROI will be greater than any other marketing investment you will make. By establishing a robust feedback loop, you ensure that your marketing efforts are consistently aligned with the most relevant conversion metrics.
Activity
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Even if you're not thinking about what comes next for you now, as a leader, it's important to always be planning for succession. Who will follow you?…
Even if you're not thinking about what comes next for you now, as a leader, it's important to always be planning for succession. Who will follow you?…
Liked by Megan Conahan
Licenses & Certifications
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IAB Digital Media Sales Certification
Certification Commission
IssuedCredential ID DMSC01962
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6 people have recommended Megan
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Within an already complex media landscape, the convergence of media and commerce is becoming increasingly convoluted. Existing retail media networks…
Within an already complex media landscape, the convergence of media and commerce is becoming increasingly convoluted. Existing retail media networks…
Liked by Megan Conahan
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