B2B Influence

The conversation with Andrew Shulkind explores the importance of effectively utilizing data in marketing to create relevant content that resonates with audiences. Andrew emphasizes that data alone is not enough; marketers must understand their audience's needs and preferences to drive engagement and conversions. The conversation delves into the importance of personalized content marketing, effective measurement of content performance, and the integration of data into content strategy. A great discussion on the evolving landscape of B2B marketing, emphasizing the need for genuine engagement and the significance of understanding audience behavior through data.

Connect

Andrew Shulkind: https://www.linkedin.com/in/andrewschulkind/

Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/

Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application

Eli Igra Serfaty shares insights on the impact of LinkedIn on business growth, the importance of personal branding for executives, and the role of LinkedIn in sales, partnerships, and recruiting. He emphasizes the need for consistency, frequency, and valuable content on LinkedIn to build trust and influence business metrics. The conversation covers the importance of authenticity in executive branding, the value of giving away resources, the measurement of success in B2B, the impact of AI on content creation, and the future of executive branding on LinkedIn.

Connect

Eli Igra Serfaty: https://www.linkedin.com/in/eli-igra-serfaty/

Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/

Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application

Augmented reality and its impact on advertising are explored in this episode. This conversation with Peter Pinfold covers the concept of digital outdoor space, the problem Darabase solves, the importance of ownership of digital airspace, the evolution of programmatic advertising, and the ownership of advertising rights in AR. The conversation explores the potential impact of augmented reality (AR) on advertising and marketing, emphasizing the need for common standards, trust, and permission in the AR economy. It also delves into the role of AI in accelerating the adoption of immersive advertising and the future of the AR advertising ecosystem.

Takeaways

• Augmented reality is transforming the outdoor world into a canvas for digital content.
• Property owners should control and monetize the digital assets of their physical property in augmented reality. AR advertising will become a mainstream media channel, competing for attention and driving the need for innovative marketing tactics.
• AI plays a crucial role in accelerating the adoption of immersive advertising, personalized experiences, and the convergence of B2B and B2C applications.

Connect

Peter Pinfold: https://www.linkedin.com/in/peterpinfold-darabase/

Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/

Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application

The conversation with Stephanie Grober from the Horowitz Agency explores the unique challenges of marketing to professional services, the importance of a multi-channel marketing strategy, balancing brand storytelling with data-driven ROI, the significance of consistent marketing touchpoints, the advantages of outsourcing vs. building in-house marketing teams, the integration of PR and digital marketing, lessons from entertainment marketing for B2B, and the impact of AI on PR and marketing.

Connect

Stephanie Gober: https://www.linkedin.com/in/stephaniegrober/

Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/

Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application

The final episode of The Fraud Files Podcast features Dr. Augustine Fou discussing the importance of auditing in programmatic advertising. Dr. Fou emphasizes the need for marketers to overcome the fear of finding out and conduct audits to identify and address issues in their campaigns. He also highlights the significance of independent analytics and the practice of identity-first media buying.

Connect

Dr. Augustine Fou: https://www.linkedin.com/in/augustinefou/

Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/

Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application

The conversation delves into the topic of fraud in digital advertising, focusing on the identity problem and the challenges associated with targeting and data accuracy. Dr. Fou emphasizes the need for marketers to advocate for themselves and ask the right questions when evaluating identity vendors and data quality.

Connect

Dr. Augustine Fou: https://www.linkedin.com/in/augustinefou/

Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/

Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application

Brand safety tools have been ineffective in protecting advertisers from ad placement on inappropriate sites. The tools have been overpriced and have actively caused harm to the industry. Additionally, the rise of made-for-advertising sites and the evolution of fraud detection pose significant challenges for marketers.

Connect

Dr. Augustine Fou: https://www.linkedin.com/in/augustinefou/

Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/

Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application

Dr. Augustine Fou discusses the flaws in digital marketing measurement, focusing on attribution, metrics reliability, and agency dynamics. He emphasizes the need for marketers to ask harder questions and seek corroboration in their data analysis.

Connect

Dr. Augustine Fou https://www.linkedin.com/in/augustinefou/

Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/

Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application

The ad industry loses $84 billion to fraud annually, driven by a sprawling ecosystem of fake traffic and fake results.

Dr. Augustine Fou discusses the scale of the problem, blame on programmatic media buying, complicity of ad exchanges, and the impact on marketers.

This Is Just the Beginning

The goal of The Fraud Files isn't to suggest that every digital campaign is fraudulent or that programmatic advertising doesn't work.

Far from it.

The goal is to encourage marketers to look beyond the metrics they've been taught to trust and ask better questions about how digital advertising really operates.

Next in The Fraud Files...

If fraud is costing the advertising industry billions every year, why aren't marketers seeing it?

In the next chapter, we'll examine one of the biggest reasons: the metrics and attribution models marketers trust most may be telling an incomplete—and sometimes misleading—story.

The episode explores the critical importance of B2B data quality and the impact it has on campaign performance. It delves into the common failure points in B2B data strategies, the real cost of bad data, and the shift to B2B to C identity. It also provides critical questions for marketing leaders to consider before launching campaigns.

Takeaways

• B2B data quality is foundational to campaign success
• Marketing leaders must consider critical questions before launching campaigns

Chapters

• 00:00 The Importance of B2B Data Quality
• 01:45 Common Failure Points in B2B Data Strategies
• 02:57 The Real Cost of Bad Data
• 03:52 Critical Questions for Marketing Leaders
• 05:53 The Shift to B2B to C Identity