Marketing experts are embracing the benefits of the types of services we offer at Water Online. Here are their latest thoughts on the subject.

  • Third-party cookies, which made it easier to reach customers, are on their way out. The resulting shakeup means marketers will need to get serious about the demand for authenticity. Affiliate marketing is perfectly positioned to deliver. In this Adweek article, contributor Anthony Capano discusses how affiliate marketing uniquely leverages that trust to reach audiences in truly authentic ways.

  • A comprehensive marketing strategy is critical for business, but too many B2B marketing leaders go about it the wrong way. From a lack of clarity to missing inputs, marketing strategy is often out of step with overall objectives at a company.

  • In an ideal world, marketing would be involved in every step of the journey from prospect to customer. Marketing attracts, informs, educates, enables, and empowers the prospect with the information long before they are considering a purchase and long after they have become a customer.

  • “Tell us your top business challenge” was the subject line, but the email was littered with links to resources about the company’s products. It’s a common approach in sales and marketing: getting into what you sell as a solution to whatever challenges a customer might have. The problem is that businesses are likely already doing something about the issues they’re aware of, so that approach tends to fall flat. In this piece, consultant and author David Brock digs into the value of providing insights and ideas to help incite clients to change and grow.

  • To thrive, companies need to use data to find and reach their in-market buyers with targeted, timely messaging that addresses their business needs and delivers content to decision-makers. This AiThority piece outlines seven data-driven initiatives — including how to build, target, and distribute content — that will help boost your position in the market.

  • Even before the pandemic hit, the savviest marketers and sales leaders were looking at digital solutions to play a significant role in their customer relationships. Now, as buyers increasingly interact with brands in different ways — and find more value than ever in digital channels — your marketing professionals are under pressure to improve outcomes.

  • So many businesses create content, but then they only publish that content on their own website and maybe share it a few times on social media. In this piece, James Tennant explains why creating content is only half the battle and what key steps can be taken to get the most mileage from it.

  • If you’ve ever questioned the effectiveness of publishing content, now is the time to put those doubts to rest. B2B buyers aren’t just moving to omnichannel marketing — a combination of in-person, remote, and e-commerce channels — purchasers have shown they now expect them all. Content is a significant influencer in those e-commerce channels.