Posts by Lora Kratchounova

The latest marketing insights, musings and recommendations

Happy Holidays from us at Scratch!

There are plenty of good reasons to be cheerful this holiday season and hope for a better and brighter 2018. Our research shows that there are at least 20 positive facts that are worth celebrating.

#bpmonlineGlobalTour: My newly found appreciation for process, storytelling and authenticity

I consider myself generally lucky – and as my luck would have it, my team and I were invited to be part of the bpm’online Global Tour in Boston. The header for the event, Accelerate Time-to-Strategy Execution was interesting enough, but being part of Day One was a lot more than I originally expected. Having […]

#CRMEvolution 2017: AI, Customer Engagement, Speed Sprinkled with some ABM pixie dust

I always look forward to being part of CRMEvolution. You just can’t help but come back from it with a bigger brain, new connections, friendships and great memories. The biggest takeaway from the show this year for me is that despite all the advances in marketing, sales and speech technology, it still comes down to […]

Announcing the 2017 State of ABM Industry Report from Scratch Marketing + Media and demandDrive

By Lora Kratchounova, Principal, Scratch Marketing + Media, and Lindsay Frey, President, demandDrive When you bring together the complementary perspectives of two great companies steeped in account-based (AB) methodology — one working in external sales development and demand generation and the other focused on integrated, multi-channel, digital marketing — you get a very practical understanding of […]

Multichannel Campaigns: Modern Marketing Architecture

By Lora Kratchounova, Scratch Marketing + Media In marketing, there is always one ideal channel for your message. And the tooth fairy is real, too. In truth, it’s been almost 40 years since a single-channel approach has made sense. Sure, back in the 1970s and even the ‘80s, advertisers could rely on TV and radio […]

Positioning and Segmentation for Marketing the Future

    By Lora Kratchounova, Scratch Marketing + Media In a digital world where people are inundated with information, they are using all the tools and channels at their disposal — from Google to social networks — to make purchasing decisions outside of hopeful brands’ established channels. As we explored in a previous post, Digital Brand Authority […]

Digital Brand Authority: The New Marketing Framework

By Lora Kratchounova, Scratch Marketing + Media Given that today’s paradigm of customer centricity has coaxed brands to adopt a Marketing the Future stance towards their relationships with their customers, we need a new framework for building and measuring the brand’s ability to meet its customers’ expectations. That framework is Digital Brand Authority. In a […]