The Scratch Blog

The latest marketing insights, musings and recommendations

Client Coverage Spotlight: TUV Rheinland on ABC

What brings together cell phone radiation, connected cars, and isolation chambers? TUV Rheinland! One of our newer clients, TUV Rheinland is aiming to take the US by storm. If you aren’t familiar with this innovative company, they are a global leader in independent testing, inspection and certification services. They have a hand in some of […]

Last Week in Account-Based Marketing: Know Your Audience

A Roundup of News, Tools, Events and Thought Leadership from the World of Account-Based Funnel Management By John Saxe, Scratch Marketing + Media  You want to stay abreast of the latest developments in account-based, but you don’t have time to read everything. That’s where we come in. Each week Scratch Marketing recaps the most recent […]

Welcome to Content 2.0: 5 Ways Account-Based Marketing Changes the Meaning of “Customer Connection”

  by Rob Skinner, Scratch Marketing +  Media  Often, the perceived influence of a given individual can grow from little more than a well-timed observation, and the case is on no greater display than within the dynamics of Account-Based Marketing (ABM). To illustrate, let me reflect my experience of viewing the latest Star Wars installment, […]

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 […]

To Drive B2B Demand, Kill the Story

By Rob Skinner, Scratch Marketing + Media I did not expect January’s Marketing Profs Virtual Conference, Top Marketing Trends of 2017, to underscore my growing personal sentiment that the “brand story” has slipped into a state of overuse, to the point it’s losing effectiveness as a content marketing framework. But it did, and the results […]