Charlie Morris

Highlights from the recent GDS Digital Innovation Summit North America from our attendees and partners. Curious about what partnering on a GDS Summit looks like? Reach out today and I can help you get started on your journey. See the full video: https://ow.ly/2iWm30sCbMy #GDSSummits #DigitalInnovation #Innovation

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Automotive has gone from a seller’s market to a buyer’s market, and broadcast radio can accelerate activity for dealer websites. One analysis shows that radio campaigns drove increased website activity by 7%, and AM/FM radio also increased new site visitors 12% for every day the campaign radio spots aired. #mediaplanning #mediabuying

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Forrester’s Rick Bradberry and Amy Hawthorne share their thoughts on the need for Revenue Process Transformation and introduce the Forrester Opportunity Lifecycle at #B2BSummit.

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Heather Wright and I hope you can join us for our AI session at GBTA. We'll address the questions everyone wants answered: What does generative AI mean for our industry? How will it enhance service? Who has the most to gain, and how will it impact travel programs, travel managers, and the traveler experience? Add it to your calendar and we'll see you there!

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Using the wrong content at the wrong time can stall the sales process. Here's when to use company-centric vs. customer-centric content. https://hubs.ly/Q02xjlg00 #buyersjourney #content #salesprocess

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Find me a better email, SMS, and overall communication platform and I’ll buy you a round of golf. Great seeing the Klaviyo team at #accelerate. Leveraging 1st party data for suppression, acquisition, and re-engagement purposes ensures Keynes Digital is delivering the most effective CTV campaigns for our brand partners. #emailmarketing #sms #retentionmarketing #accelerate24 #partnerships #integrations #ctv #targeting #ctvadvertising Dean Driscoll

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LinkedIn's venture into Connected TV (CTV) advertising highlights a significant shift in B2B marketing, aiming to intersect personal and professional lives of users. By tapping into streaming platforms such as Roku, Samsung, and NBCUniversal, LinkedIn provides its B2B marketers with an innovative channel to engage with audiences beyond the typical work environment. This expansion underlines the platform's unique approach—utilizing detailed user data to target ads more effectively, based on professional roles and workplace information. Explore how LinkedIn’s new CTV placements can enhance your B2B marketing efforts. Learn more: https://buff.ly/3PSDLfa #marketing #advertising #digitalmarketing #content #cmo

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Did you know that 49% of CDP projects either "somewhat fail" or "completely fail"? Join Zion & Zion's SVP Client Strategy Morgan Gardea and Tealium's Director of Product Marketing & Strategy Sav Khetan for their joint webinar to understand exactly why and when CDP projects fail and when they succeed and what to do about it. #cdp #cdpfail #customerdataplatform #strategy https://lnkd.in/gxX_W7dp

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Are all MFA sites bad for advertisers? Well, the answer to that is quite nuanced. On June 27, I’m excited to join DoubleVerify’s webinar and demystify Made for Advertising sites with DV’s Jack Smith and Gilit Saporta, and Association of National Advertisers (ANA)’s Bill Duggan. Register and save it on your calendar! #mfa #madeforadvertising #madeforarbitrage #digitaladvertising #onlineadverting #mediabuying #programmatic

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Add to your calendars! The next episode of #IABPulse is on Wednesday, June 26, at 12:30 PM. Join Scott Cunningham, Rob Beeler, and me as we dive into what the industry needs to help publishers and advertisers effectively navigate the challenges posed by MFAs. Let's work together to ensure that genuine publishers remain unscathed in the process. You won’t want to miss this episode—it's packed with insights and a dash of fun! #IABPulse

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Printing Impressions interview about our Who's Mailing What! acquisition, its industry impact, and the role of AI in transforming direct mail marketing! Watch: https://zurl.co/nufi 🚀 #mail #print #omnichannel #marketing #technology #ai #data

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Dan Callahan Sr Account Manager at CI Web Group Unlocking Advanced Reporting: Strategies to Maximize Revenue Potential Discover how advanced reporting can revolutionize your business. Learn how to leverage insights to optimize performance, enhance strategies, and improve revenue generation across departments. Join the conversation on maximizing growth and collaboration. #AdvancedReporting #MaximizeRevenue #OptimizePerformance #BusinessGrowth #Collaboration #SalesStrategy #PerformanceImprovement #DataInsights #RevenueGeneration #BusinessOptimization

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There are many great trios out there: Harry, Ron and Hermione; Jordan, Pippin and Rodman; and the newcomers, McKinney, Wagner and Bremhorst... no really! On this episode of Digital Transformation Success, recorded LIVE at Greenbook's IIEX Conference in Austin, TX, join Point 600's Ryan Wagner, Meltwater's Henry Bremhorst and me, the Momma Bird of Little Bird Marketing, as we discuss AI's integration into business, and the consequences of what they call, "data ignorance." LINK TO SHOW IN FIRST COMMENT. #littlebirdmarketing #podcast #digitalinnovation #digitalintegrationandautomation

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When making decisions, we often don't have the time to sufficiently research whether we are making the best choice. But still want the confidence that we are informed enough to make smart decisions. As innovators and marketers, it is often better to "show it" than to "tell it" when helping consumers understand the magic and superiority of our products. #productcommunication

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Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

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On this episode of #contentmarketingengineered, Keith Flaherty of Hallam-ICS shares decades-long growth drivers for the engineering solutions provider, including company culture, brand messaging, and inbound marketing. Listen/watch on your favorite platform or here: https://lnkd.in/gRX-hr63 #b2bbranding #industrialmarketing

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I was asked in a recent #b2boring live event, what is the difference between #intentdata and signal data? The answer in the cases where intent data companies just changed their language to signals is nothing, but there is an emerging ecosystem of companies offering "signals" so I thought I would expand here. From my vantage point, there are three types of predictive/indicative data sets in the #b2bmarketing space Trigger data - Commonly referred to as signals, these triggers are usually moments in time scooped from publicly available sources that may increase your chances to hook a meeting. Examples - Hiring a lot of sales reps on LI, a new CEO, a positive earnings call, onboarding a new technology, recent layoffs, etc. This event data isn't necessarily a signal, but a trigger that something might be brewing. Valuable, but generally assumptive - and a lot of false positives. Intent Data - tale as old as time. This data is derived from generic website consumption data. Whether through a data cooperative, or bidstream manipulation, this data tracks which companies are on which random website based on website keyword analysis. I think we can all agree, ready a website about "10 trends in HR" doesn't indicate any interest in purchasing HR Software. This is the data set that has given a lot of B2B revenue teams a poor impression of predictive data. Signal Data - This data signals a company's interest in purchasing a software/services of technology. Mostly content consumption derived, the key differentiation here is what content is being consumed - as not all content is created equal. Vendor comparison reports, Product buying checklists, engagement with product review sites, this engagement is far more predictive than simple intent data. The difference is propensity to purchase, vs propensity to learn. Lots of confusion right now in this space, and lots of skepticism (rightfully so). Make sure you dive in deep into the question that matter when evaluating predictive data. Do they buy their data from another source? Does that source sell its data to other vendors? Is the data intent to purchase, or simple intent to learn? Can the vendor create custom audiences, built specifically for your company?

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