The Scratch Blog

The latest marketing insights, musings and recommendations

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 […]

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 […]

5 Tips to Align Sales and Marketing Ops for an Account-Based Marketing Approach

By Lora Kratchounova, Scratch Marketing + Media In many enterprises, harmonious communication between the sales and marketing departments remains an elusive pursuit. While both groups have the same ultimate goal  —  contribute to the company’s revenue  —  misalignment between the two in day-to-day operations remains one of the greatest sources of functional inefficiency. The two […]