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What We’re Reading: Week of Mar. 19, 2018

This week: People-based marketing with tech, B2B growth drivers, takeaways from SXSW, and using all caps in email subjects. By MOTUM B2B March 20, 2018

Welcome to What We’re Reading, a weekly rundown of news stories, marketing columns, and specific B2B industry news that caught our eye.

Using tech to hone your marketing strategy

As marketing technology expands, people-based marketing has been narrowing in focus. AdWeek explains how the strategy has evolved to target the right people with tailored messages that resonate with their specific business needs, wants, and goals.

Brand as a growth driver in B2B

MarketingProfs reports on a recent survey of international B2B businesses and their marketing strategies. The consensus? Many respondents are optimistic about increasing marketing budgets this year, with branding as a key initiative.

AdAge’s tips and takeaways from SXSW

This year’s South by Southwest was chock full of developments in AI, social media platforms, and augmented reality, to name a few. AdAge explores these concepts with three takeaways and one piece of advice for companies looking to put their offerings on display at the convention: make your event invite-only.

WHY ARE WE YELLING?

In email subject lines, unlike in real life, shouting does not make your voice any louder. This Pardot blog explains why you should avoid aggressively capitalizing terms like “FREE” and “LAST CHANCE” in your email marketing efforts. Spoiler alert: more people will read your emails.