What we learned merging our two companies (and distinct cultures) during the pandemic

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Merging our two firms during an unprecedented time brought new importance to embracing change and new opportunity. As if the impact of COVID-19 wasn’t enough on its own, we merged our companies—Demandbase and Engagio, with the former acquiring the latter—during the past few months. At first, our investors were doubtful this could be done, and it looked like a long and rocky road ahead. But there were also benefits to merging during a time when the entire world was also in the throes of adjusting to major changes. Read Full Story

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5 changes to expect in the workplace after COVID-19

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A senior partner of a leadership consultancy says, “Rather than waiting for reentry and being reactive, leaders need to prepare, setting expectations for the ways of working that will benefit the organization down the road.” As a result of the coronavirus, the workplace will never be the same. Even the word “workplace” suddenly seems obsolete, as the physical location in which we now work has merged with the places in which we eat, sleep, learn, exercise, and play. Read Full Story

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Are serial entrepreneurs really smarter—or just lucky?

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Venture capital firms now fund serial entrepreneurs at greater rates than novices. Are they right to do so? In February of 1999, Elon Musk received $22 million when Compaq acquired his first company. Certainly he could have taken his millions and retired, or cut back to volunteer work on weekday afternoons, but instead he went on to cofound X.com, which merged with PayPal and netted him $165 million when it was acquired three years later. Next up? He launched SpaceX and Tesla. Read Full Story

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Yep, Apple will help you find lost stuff besides its gear and your friends

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The new ‘Find My network accessory’ program will let any company piggyback on Apple’s network for tracking missing items. In April of 2019, scuttlebutt emerged that Apple was working on a Bluetooth Low Energy gizmo you’d be able to attach to items you owned to help you find them if they went missing. Apparently to be known as an AirTag, this device sounded a lot like existing trackers such as Tile, Chipolo, or TrackR—and remains vaporware. Signs of its existence , however, have continued dribbling out. And last year, the company did merge its Find My iPhone and Find My Friends app into Find My , a new unified tracking service that sure felt like it could be prep work for a future in which you’d use your Apple hardware to track down other things you’ve lost. Read Full Story

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Interdisciplinarity: How to Integrate Organic Search, Paid Search, and Content Teams

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Posted by HeatherPhysioc As an industry, we talk a good game about collaboration, but the truth is it’s not really happening the way we tell our clients and bosses it happens. We stroll into new business pitches and make big claims about how “integrated” we are. We preach that our recommendations are better because we have a more “holistic” offering. But whether it’s across agencies working on the same client, different teams working within the same agency, or different teams in-house on the client side, collaboration is much harder to achieve in reality than we make it look on the outside. More often than not, experts get sucked into their respective silos, buried by the day-to-day task lists of their jobs, focusing on their own areas of expertise. Agencies write SEO scopes and PPC scopes separately, often without accounting for content resource needs to make the channels successful. Teams bring …

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DOOH vs. OOH: How the shift will impact messaging, targeting and purchasing

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30-second summary: Due to the real-time nature of a DOOH campaign, ads can be adjusted quickly in response to events. From small edits to an overall campaign shift, DOOH allows marketers to turn on a dime in an ad environment that demands it. Traditional OOH targeting was a real-estate business, with marketers forced to buy space based on educated guesses of where their audiences might frequent. Now, technology exists that provides specific, granular data using geolocation. Marketing teams can stop thinking of OOH as something that exists outside of their omnichannel digital marketing strategy. With the advent of the kind of granular data mentioned above, DOOH purchasing is available both directly and programmatically. DOOH combines the eye-level visibility of traditional OOH with the agility, analytics, and quick and easy purchasing of digital campaigns. With the right tools and attention to detail, DOOH presents a huge opportunity for brands to increase …

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Key Insights: Real marketing automation scares and CMOs distrust the data “silver bullet”

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30-second summary: We’re past Halloween but there are still many factors that give senior and mid-level marketers the creepy crawlies. List of exclusive, “burning” questions from our Marketing Automation Summit that give marketers the chills. By 2023, 60% of CMOs will slash the size of their marketing analytics departments in half. Even though there has been a stable three-year trend of CMOs prioritizing marketing analytics as a key enabler in supporting marketing strategy, what brings the daunting disappointment? Hint – There aren’t just “data silos” but also “perception silos” between the senior and mid-level. “The devil is in the detail”, let’s uncover it. We’re past Halloween but there are still many factors that give CMOs, their fellow senior, and other mid-level marketers the creepy crawlies. This week, we’re addressing them to help you move forward more effectively into the holiday season. Questions that give marketers the chills Our recent Marketing …

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