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Google Analytics 4: A B2B marketer’s action plan for 2022
On Wednesday, March 16, 2022, Google announced the deprecation of Universal Analytics. The platform will stop capturing data on July 1, 2023. Google Analytics 4, or GA4, will replace Universal Analytics as Google’s free web analytics product. With GA4 being released...
ABM and LinkedIn: 5 steps for success
More than half of B2B marketers are now account-based marketers. There are a lot of reasons that marketing and sales teams are coming together to build an account-based marketing (ABM) approach, but some of the most compelling are: shorter sales cycles higher-value...
4 considerations when making federal media decisions
2021 was an unprecedented year in the government media landscape, and we’re forecasting the shifting momentum will continue in 2022. It’s only fair for a media landscape to match a rapidly changing environment in the federal government. We’ve seen continued...
8 tips for media-friendly healthcare research reports
Two of the most important ingredients for a successful healthcare marketing and PR program stand on opposite ends of the spectrum — compelling human stories and high-quality data. As more healthtech and medtech companies look to contribute to the broader ecosystem of...
Lay of the Brand podcast Ep. 22: How to measure a B2G ABM campaign
In the final segment of our three-part series on federal account-based marketing, Peter Jacobs of Merritt Group is joined by Aaron Heffron, Executive Vice President of Market Connections and Kate Tong, Senior Director of US Public Sector Marketing for Elastic to...
Shedding light on dark social for B2B marketers
As the use of analytics tools has grown with the evolution of the marketing tech stack, so has the hunger for data-driven marketing. Marketers are on a constant quest to prove the value of their efforts, and show direct connections to sales and revenue, especially...
A marketer’s guide to Google’s Core Web Vitals update
In May 2020, Google announced the addition of its Core Web Vitals performance metrics to the Page Experience ranking factor. The intention of this set of metrics is to assess the overall functional fitness of a website's user experience. Think of this as a quick test...
Remembering Dark Reading’s Tim Wilson: A great Cyber Defender & even better best friend
When I look back at my career, there’s one day that I’ll never forget: May 4, 2009. This was the day that would change everything for me, both personally and professionally. It was the day I finally met Tim Wilson, the co-founder and editor of Dark Reading. Sure, we...
Across the finish line: What we accomplished during Merry Week of Giving
We look forward to our favorite week of the year—Merry Week of Giving—where we come together for seven days of volunteering, holiday activities and giving back to the local community. As we close out 2021, we’re thrilled to share the impact of this year’s Merry Week...
4 tips for thriving during the “Great Marketing Shift”
Throughout the pandemic, so much has changed within marketing. As marketers, we now face fresh opportunities to connect with customers, support sales teams and drive the strategic goals of the enterprise. Last week, I moderated a Northern Virginia Technology Council*...