July 30, 2021
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Top Story
Ramarketing founder Raman Sehgal outlines five classic mistakes made by business-to-business marketers and offers advice on how to fix them. Among the five are not prioritizing brand positioning, imitating others instead of forging a new creative path and focusing on the company, not the customer.
Full Story: Forbes (tiered subscription model) (7/29) 
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Turn on unexpected audiences this holiday season.
This holiday season discover a system that helps you anticipate shopper needs and matches products with the people most likely to love them. The Facebook Discovery Commerce system helps products find people wherever they are. Download the 2021 Holiday marketing guide from Facebook and turn on Discovery Commerce.
General Insights & Strategies
Clubhouse has been all the rage among consumers and marketers, but interest has been waning as Facebook, Spotify's Greenroom and Twitter Spaces ramp up their social audio platforms and creator programs to gain "top dog" status, writes Phoebe Bain. Aubrey Strobel, Lolli's head of communications, predicts platforms will differentiate themselves by focusing on different types of content and urges marketers to "enjoy that flexibility to experiment and find the most successful platform for their brand."
Full Story: Morning Brew (7/28) 
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Marketing Technology & Innovation
The Audience Solutions feature of Google Ad Manager will soon feature new analytic tools to help publishers and brands with media networks manage first-party data. Audience Explorer shows audiences by factors such as browsers or platforms, Scorecard Table offers audience segment profiles and Segment Overlap and Comparison identify differences and points of commonality.
Full Story: Ad Age (tiered subscription model) (7/29) 
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DoubleVerify enhances brand suitability, safety solutions
(Edward Berthelot/Getty Images)
DoubleVerify announced that its Brand Suitability Tiers solution, which enables brands to align suitability settings with their own proprietary standards, now includes YouTube. The tech firm is also integrating its Brand Safety Floor into Pinnacle for marketers.
Full Story: Next TV/Broadcasting+Cable (7/28),  MediaPost Communications (free registration) (7/28) 
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Email Marketing
High-quality content is the most critical element of a successful email newsletter, and business-to-business marketers should focus on long-term strategy rather than tactics such as clickbait headlines that give quick wins but destroy trust, writes 1440 Media's Pierre Lipton. Lipton explains how to scale email newsletters and use them as a foundation for other content marketing, such as podcasts and YouTube videos.
Full Story: MarketingProfs (free registration) (7/29) 
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Association News
B2B marketers' content marketing success can vary, but a recent report by content syndication platform NetLine, which analyzed four million B2B content downloads from its platform during a 12-month period, might be the help you need to fine-tune timing and discoverability.
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The third in a year-long series of events covering the most important brand activation disciplines, the 2021 ANA Brand Activation & Creativity Conference, presented by TikTok, will highlight brands that have cracked the code on developing The Big Idea and leveraging it with creative and innovative brand activation strategies.

Register today and join us Aug. 10 to 12 for real insights into how to be more creative, develop more creative ideas and drive innovation at your company.
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