Most B2B targeting still runs on a simple assumption: if the title matches and the company matches, the audience is right. It's a reasonable assumption. It's also incomplete. A CFO at a 2,000-person company fits your ICP whether he or she is actively researching your category or hasn't thought about it in eighteen months. Same […]
Most B2B campaigns target on a guess: this job title probably cares about this program. But guesses leave qualified prospects untouched while wasting spend on people who were never going to engage. The ChallengeODUGlobal, the online learning division of Old Dominion University, needed a targeted way to build awareness for its Maritime Supply Chain program […]
How Aptos used Topic Affinity to beat benchmark, engage 80+ target accounts, and learn something it will use long after the campaign ended. The ChallengeAptos set out to reach retail decision-makers at the right companies, specifically those actively researching omnichannel and multichannel retail. As a multi-year SmartBrief partner, the team saw Topic Affinity as a […]
A targeted approach helped Wherefour increase webinar registrations, drive higher-quality website traffic, and turn a test campaign into a long-term partnership. For B2B marketers, reaching the right audience is only half the battle. The real challenge is connecting with decision-makers in a trusted environment—without wasting budget on impressions that never convert. That was the challenge […]
Most B2B content problems get diagnosed as quality problems. Write better research. Sharpen the POV. Invest in original data instead of another roundup post. Sometimes that's right. Often it isn't. Jumpmind had already solved the quality problem. What they hadn't solved was the distribution ceiling sitting on top of it — and that's a fundamentally […]
For consumer brands, industry events are a key opportunity to build awareness, showcase new products, and connect with buyers. But standing out on the show floor starts long before attendees arrive. For brands competing for attention in the confectionery space, standing out requires more than great products—it requires reaching the right audience at the right […]
Finding the right audience is one of the biggest challenges in higher education marketing — especially when programs require highly specific qualifications and experience. For the Universities of Wisconsin (UWs), attracting prospective students to its Bachelor of Science in Biomedical Engineering: Diagnostic Imaging program required more than broad awareness. The university system needed to connect […]
In retail, timing and trust matter. The industry moves fast. It is shaped by shifting consumer expectations, supply chain pressures, emerging technologies and constant operational change. Retail leaders need reliable insights they can act on quickly, and brands need meaningful ways to connect with the professionals influencing purchasing decisions. That’s exactly what the partnership between […]
The Challenge: Expanding Reach Without Sacrificing Credibility As a payments provider powering transactions for some of the world’s largest consumer brands, Worldpay needed a marketing partner that could deliver more than scale. The company turned to SmartBrief to reach niche industry audiences with precision while amplifying the distribution of high-value thought leadership content. The Solution: […]
The Challenge: Turning Insights Into Engagement In today’s crowded marketing landscape, producing valuable research and insights is only half the battle. The real challenge is ensuring that content reaches decision-makers when they’re most receptive. That was the challenge facing Ibotta as it sought to expand the reach and impact of its industry insights. Through a […]
The Challenge: Breaking Through to District Decision Makers Level Data needed to connect with verified K12 administrators, superintendents, curriculum leaders, and technology directors—who hold real purchasing authority. These professionals have limited time, crowded inboxes, and a natural skepticism toward vendor messaging. The company’s objective was clear: generate top-of-funnel leads while building brand credibility among decision makers […]
The Challenge Kellogg Insight needed to promote academic research stories and thought leadership to industry-specific audiences. How did SmartBrief Help Kellogg Insight Drive Traffic and Increase Podcast Downloads? To drive engagement with faculty research and thought leadership, we placed Featured Content units across SmartBrief’s Leadership and Health care newsletters, complemented by custom behavioral and position-level […]
The Challenge The goal was to increase awareness and drive engagement among their target audience. MFS has a lot of thought leadership but needed to connect its investment insights, market commentary and educational content with readers who value those insights. How did SmartBrief Help MFS Boost Awareness and Engagement? To tap into SmartBrief’s network, MFS […]
The Challenge MIC Food Group wanted to improve brand awareness and gain marketing qualified leads for the sales team. Working with SmartBrief put MIC’s brands directly in front of highly engaged, decision making professionals in industry specific environments. It drove awareness and action with audiences who were already paying attention. How did SmartBrief Help MIC […]
The Challenge Reaching and engaging new audiences As Chief Content Officer, Anthony Rebora oversees editorial content development across the organization. ASCD + ISTE produces an incredible amount of content, including books, blog articles, Educational Leadership magazine, quick reference guides, videos, and podcasts. But producing content is only half the battle. To continue as a leader […]
The Challenge Connecting with a niche ICP digitally Historically, during their weekly company-wide meeting, HourWork executives had a standing question for the marketing team: “How are we connecting with our Ideal Customer Profile (ICP) digitally?” Abby Richter, who joined the company initially as a Senior Program Director, says it was always a ‘scratch-your-head moment.’ The […]
The Challenge Thomson Reuters approached SmartBrief to help drive brand awareness and purchase intent of their products within targeted business units and customer segments. Our Solution SmartBrief created a multiplatform advertising campaign to target energy & oil, technology and finance professionals within the relevant SmartBrief publications. An exclusive dedicated email send and premium placements provided […]
Hewlett Packard Enterprise is the global edge-to-cloud Platform-as-a-Service company that helps organizations accelerate outcomes by unlocking value from all of their data, everywhere.
Challenges Intel approached ITPro to create a product awareness campaign for Intel vPro PC Processor Our Solution ITPro developed a campaign consisting of Q&A Videos with OEM Partners (Lenovo, Dell and HP) and a series of sponsored thought leadership articles written and produced by our expert editors. The average time spent on articles was 4 […]
