Shane Taylor

In today’s budget-conscious B2B environment, the days of broad, one-size-fits-all marketing strategies are behind us. This article from Demand Gen Report highlights how multichannel prospecting, fueled by data-driven insights, is becoming essential to reaching and converting the right buyers efficiently. With tighter budgets and rising competition, every marketing dollar needs to be measurable and accountable. Aligning prospecting efforts with performance-based models ensures marketing investment translates directly into pipeline growth. How is your team adapting to these shifts? Are you seeing a greater focus on performance-driven demand generation? https://lnkd.in/ggzp9EvW #B2BMarketing #DemandGeneration #PerformanceMarketing #Multichannel #Prospecting

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New research from MMA and TransUnion takes a hard look at how marketers value brand -- and what we found surprised even us. Most CMOs still struggle to tie brand-building to short-term outcomes. But the data shows a clear link: brand drives performance, not just awareness. This week, I’ll be sharing findings from our Brand as Performance study -- and what they mean for how marketing impact gets measured, managed, and funded. Stay tuned.

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I recently sat down with Forbes to discuss why the most underrated revenue opportunity in commerce media is hiding in plain sight: the checkout experience. Many brands see checkout as the finish line, but it’s actually a vital touchpoint for: 🔹 Driving incremental revenue: Post-purchase ads turn “thank you” pages into revenue-generating moments. 🔹Personalized engagement: Shoppers are already in a buying mindset, making them more receptive to relevant offers. 🔹Unlocking brand partnerships:  Non-endemic ads allow retailers to diversify and generate new income streams. The best part? It doesn’t disrupt the customer experience—it enhances it. If you’re not monetizing the post-purchase moment, you’re leaving money on the table. Are you already tapping into this opportunity? How are you driving success post-purchase? I’d love to hear. Check out the full Forbes article: https://lnkd.in/eJuWnhks

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𝙒𝙞𝙡𝙡 𝙧𝙚𝙩𝙖𝙞𝙡 𝙢𝙚𝙙𝙞𝙖 𝙖𝙙𝙫𝙚𝙧𝙩𝙞𝙨𝙞𝙣𝙜 𝙘𝙤𝙣𝙩𝙞𝙣𝙪𝙚 𝙩𝙤 𝙜𝙧𝙤𝙬 𝙞𝙣 2025? Nearly two-thirds of marketers increased their investments in #retailmedia in 2024, despite measurement concerns. If retail media networks want to be successful in 2025, they need to stop thinking like #retailers and more like publishers, advised Forrester recently. Access to first-party #data isn’t going to be enough for marketers in a crowded retailmedia space. If retailers want their #media networks to remain appealing, they need to improve ease of use, increase on-site advertisements and enable in-store measurement. Are there other areas of improvement necessary in retail media advertising? keen to hear your thoughts ... #advertising #mediastrategy

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“Best practices” are averages. They describe what worked somewhere else, for someone else, at a different price point, with a different audience. Your customers don’t care about best practices. They care about clarity. CRO replaces borrowed advice with first-party truth.

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CMO’s and agencies are so enamored with bottom-funnel targeting tactics that they totally lost the ability to move people effectively—their judgement is out of balance with real needs today. The targeting down funnel ‘disease’ gives marketers a feeling that they aren’t being wasteful but so much is showing they aren’t being effective either. “This ….reveals …a fundamental mismatch. Respondents are applying bottom-of-funnel tactics to what they've identified as top-of-funnel brand building objectives.”

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FOURCORTERS, INC., a B2B marketing agency that brings together analyst insight with marketing execution, has partnered with Lionfish Tech Advisors to introduce a next-generation analyst benchmark model/buyer's guide designed to help technology companies better communicate their position to CIOs, CTOs, and CISOs with greater precision and context. The majority of models in 2026 will align to Cybersecurity and Enterprise Communications and be published under our sister brand (and analyst content hub), FOURCASTERS. We will be hosting a joint webinar on Thursday to share the details (for IT buyers) and another to be scheduled the week following for the vendor community. Follow FOURCORTERS, INC. and Lionfish Tech Advisors for details. #cybersecurity #agenticai #CCaaS #CX #UCaaS

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Two common scenarios: 1) You're a CPG. You have 50+ RMNs chasing you for commitments. Or 2) You're an RMN, competing with 50+ others, many of whom are much larger than you. How do you allocate as a brand? How do you compete as a mid-size retailer? Angela Myers gives fantastic advice. https://lnkd.in/gCjggFd4

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Causal has partnered with Quorum, Inc. to unlock foot traffic attribution, helping destination marketers measure what really matters: real-world visits. In our first collaboration with a Florida DMO, we drove 2.3M attributed visits, with insights down to the DMA and ZIP-code level, powering smarter targeting and clearer ROI. Read more: https://lnkd.in/gYUngEfn

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A report built for small-mid-sized retailers, powered by Osmos internal data. Small-mid-sized RMNs are often overlooked in retail media reports. This report changes that, offering insights tailored to their needs, including: • How emerging brands differ from established brands in ad behavior • Product categories driving the highest ad revenue • Categories with the most potential for ad revenue growth This report aims to helps small-mid-sized retailers navigate and shape the future of retail media. Read the full report—link in the comments. #RetailMedia #AdTech #RMNs #DigitalMarketing #RetailTrends #Monetization

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