Content types you hadn’t considered, advice for improving email engagement, and extra time for marketers as Google delays third-party phase-out. This and more in Bython’s Demand Generation Digest

Demand Generation Digest

At Bython our foundation rests on our global customer-centric approach, emphasizing key values such as quality, transparency, accountability, and creativity. Aligned with this philosophy, our focus is on providing exceptional support for your organization’s demand generation needs.

In an industry marked by constant change and growth, Bython is committed to keeping you abreast of the industry’s best practices, latest marketing innovations, and upcoming trends within the demand generation space through a monthly “Demand Generation Digest” from an impartial source. As always, I welcome your feedback on ways we can be of service to your demand generation efforts.

Google postpones shuttering third-party cookies in Chrome…again

Google has once more delayed its plan to phase out third-party cookies in its Chrome browser, pushing the deadline beyond the fourth quarter of 2024 as was earlier planned. This adjustment represents the third deferment since its initial announcement in 2020 that it would deep-six third-party cookies within two years. Influenced especially by increased scrutiny from the UK Competition and Markets Authority (CMA), Google is facing three main roadblocks: 39 concerns brought up by the CMA earlier this year; concerns raised by the UK Information Commissioner’s office; and the fact that the alternatives to third-party cookies proposed by the tech giant, such as the Privacy Sandbox, have not garnered positive feedback. Google has not given a more detailed timetable beyond hoping for completion by 2025. Industry stakeholders view this delay as a chance to seek and adopt alternative solutions before cookies are eventually terminated.

Best source: Digiday

New report reveals demand gen increased revenue generation and return by 35%

The Alexander Group has published its 2023 Demand Generation Performance and Investment Insights report, revealing a shift in focus among organizations with demand generation strategies to support increased revenue growth. The data, collected from organizations with top-performing demand generation programs, reveals an average revenue growth rate of 6-10% for the majority of the organizations surveyed. The report also finds that respondents increased overall demand generation investment on average by 55% last year, and have enhanced cross-functional collaboration, which resulted in 10-20% pipeline yield. Meanwhile, with ROI in the spotlight, marketing organizations are prioritizing more closed revenue to demonstrate better return on investment on demand generation strategies, leading to a 35% increase last year.

Best source: Alexander Group

Consider these for your email marketing: branded signatures and video

Email is a critical component of any demand generation campaign, which is why in the age of inbox overload, you must make your messaging count. One element that can help your emails stand out is to use video to build trust and relatability, helping brands connect with potential customers more effectively and ultimately close deals faster. There are various ways to leverage video in marketing emails, including product walkthroughs, clients testimonials and customer service follow-ups. Thought it’s impossible to embed video directly in emails, using screenshots or animated GIFs with hyperlinks can enhance engagement. Meanwhile, a recent study has found that regarding emails from a brand or business, branded signatures help convince consumers to trust it the most. Indeed, the report found that professional email signatures increase demand and drive ROI, helping build brand trust, enhance customer engagement and drive revenue.

Best source: MarTech.org

Google launches AI-generated image tool for demand gen campaigns

Google has introduced generative AI capabilities into Google Ads, aiming to streamline creative production for demand generation campaigns. Advertisers are now empowered to create high-quality image assets through text prompts, thereby enhancing visual storytelling across Google platforms. Brands using Google Ads can use the new capability to experiment with a wider range of visual concepts, helping them better engage audiences in Google’s premium ad platforms such as YouTube and Gmail. With minimal design resources, advertisers can also use the tools to test creative concepts more quickly and efficiently with a high level of image sophistication traditionally time-and resource-intensive to produce, leading to more powerful, high-value ad creative.

Best source: Search Engine Journal

Pipedrive and Adobe release new generative AI-powered tools

Pipedrive and Adobe have both launched new suites of tools powered by generative AI. Pipedrive is offering a new range of capabilities to help marketers make informed decisions, compose emails faster and more effectively manage sales journeys through Pipedrive AI, which automates data analysis and workflows, predicts customer behavior and personalizes customer engagements. Meanwhile, Adobe has unveiled its own series of AI-powered innovations designed to help companies offer personalized experiences at scale. Adobe has integrated new generative AI functions across Adobe Experience cloud and Adobe Creative Cloud intended to enhance data insights, scale personalized content production, improve customer engagement and offer customer journey innovations. The new offerings include an AI Assistant for the Adobe Experience Platform, Adobe GenStudio for content management and enhanced Journey Optimizer capabilities for crafting tailored customer experiences.

Best source: SalesTechStar

Google beefs up Performance Max with AI-powered features

Google has introduced six new AI features to Performance Max, the tech giant’s automated campaign type that uses machine learning to boost conversions across all Google’s owned inventory. The new functions are designed to provide marketers with enhanced insights and capabilities, improve campaign performance and ROI. The new features for Performance Max campaigns are: customer value mode, customer retention goal, detailed demographics, budget pacing insights, account-level IP address exclusions and final URL expansion.

Best source: Search Engine Land

Exploring undervalued content types for demand generation in 2024

In 2024, when consumers are overloaded with digital content, brands need ways to stay relevant to audiences. As marketers look to revamp their content strategies, they must produce material that will generate demand. With that in mind, it might be time to consider some less popular content types that offer authentic engagement with audiences, enhance brand credibility and attract high-intent leads. By tapping into these types of content, such as user-generated content (paid and unpaid), dark social, curated content, ephemeral content, instructographs and storyboards, marketers can significantly bolster their demand generation efforts. Read the full article to learn more about these lesser-used forms of content.

Best source: A88Lab

Even as it changes demand gen, AI cannot replace the human touch

Generative AI is revolutionizing demand generation marketing by forecasting trends, tailoring communication, creating content and streamlining tasks. While AI boosts efficiency, the importance of the human element in establishing genuine connections with prospects and customers cannot be overstated. Its advantages are not in its potential to replace the human but, rather, how its integration with human insight can be used to devise campaigns and messaging that converts. Indeed, AI’s prowess in data analysis and insight generation enhances human creativity in captivating audiences. The future of marketing strategies hinges on harnessing AI’s potential while emphasizing authentic interactions driven by marketers.

Best source: Demand Gen Report

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