Chris DeMartine

CTV and OTT, What’s the Difference? Chris DeMartine December 5, 2023 Connected TV (CTV) and Over-the-Top (OTT) are terms that are often used in the context of streaming video content, and both play significant roles in the realm of programmatic advertising. However, they refer to different aspects of the streaming landscape. Let’s break down the differences: Connected TV (CTV) Connected TV (CTV) refers to televisions that are connected to the internet, allowing users to access streaming services and other online content directly on their television sets. CTVs are typically smart TVs, gaming consoles, or streaming devices (like Roku, Apple TV, Amazon Fire Stick, etc.). Users can access streaming services, apps, and online content on their CTVs. B2B programmatic advertising on CTV involves using automated, data-driven technologies to buy and place ads on connected TVs. Ads on CTV are often served during commercial breaks or as interstitials between content. Over-the-Top (OTT) Over-the-Top (OTT) refers to the delivery of video content over the internet, bypassing traditional cable or satellite television services. OTT content can be accessed on various devices, including smart TVs, computers, smartphones, and tablets. Users can subscribe to streaming services (like Netflix, Hulu, Disney+, etc.) or watch ad-supported content on OTT platforms. B2B programmatic advertising on OTT involves using automated technologies to buy and place ads on streaming services and platforms that deliver content over the internet. Advertisers can target specific audiences based on their viewing habits, demographics, and behaviors. Key Differences: Device vs. Delivery Method: CTV focuses on the device (connected television), while OTT is more about the method of content delivery over the internet. Scope of Content: CTV is specific to televisions connected to the internet, while OTT encompasses a broader range of devices, including computers and mobile devices. Advertising Opportunities: Programmatic advertising can occur on both CTV and OTT platforms. CTV advertising specifically targets viewers on connected TVs, while OTT advertising encompasses a wider range of devices. In summary, CTV is a subset of OTT, and both offer opportunities for programmatic advertising, allowing advertisers to reach audiences consuming video content on various devices over the internet. Recent Posts 23 Mar 2026 ISO, and CMMC Compliance: A Strategic Imperative for Organizations Pursuing Federal and Enterprise Growth 04 Feb 2026 Company Domains: The Foundation of ABM and Lead Enrichment 23 Jan 2026 Energy Prospect Database: Connecting Businesses with Energy Decision-Makers Categories ABM Account Based Marketing 4 Adobe Marketing Cloud 1 All Posts 57 B2B Marketing 5 Data-Driven Marketing 7 Getting Started 4 Man Plus Machine 4 Programmatic Advertising 6 Your Community 2 Subscribe to Get latest post notifications Need Assistance? We’re here to Help you CONTACT NOW

Deal-Based Marketing, a Strategic Approach Chris DeMartine November 20, 2023 Deal-based marketing is a strategic approach that involves creating and nurturing targeted marketing campaigns specifically designed to support and close individual deals within the sales pipeline. This methodology focuses on tailoring marketing efforts to the unique characteristics and needs of specific prospects or accounts rather than applying a more general, broad-reaching marketing strategy. In the context of a sales pipeline, deal-based marketing aligns closely with the various stages of the sales process. Here’s how deal-based marketing relates to different stages of the sales pipeline: Prospecting: During the prospecting stage, deal-based marketing involves identifying and targeting potential clients or accounts that fit specific criteria. This may include companies with a particular size, industry, or specific needs that align with the products or services offered by the business. Lead Generation: In the lead generation stage, deal-based marketing focuses on creating targeted campaigns to attract and capture the interest of key decision-makers within the identified prospect accounts. Content and messaging are customized to address the unique pain points and challenges of these potential customers. Qualification: Deal-based marketing supports the qualification process by providing relevant and personalized content that helps prospects understand the value proposition and benefits of the products or services. This stage often involves more targeted communication and nurturing efforts to move leads closer to becoming qualified opportunities. Proposal and Presentation: As prospects move into the proposal and presentation stage, deal-based marketing continues to play a crucial role. Tailored content, case studies, and other materials are provided to reinforce the value proposition and address specific concerns or questions raised during the sales discussions. Closing: Deal-based marketing efforts intensify as the sales team works towards closing the deal. Customized promotions, discounts, or incentives may be part of the marketing strategy to sweeten the deal and overcome any remaining objections. The marketing team collaborates closely with the sales team to provide the necessary support and materials. Post-Sale and Retention: Deal-based marketing doesn’t end with the sale. Post-sale, it involves efforts to enhance customer satisfaction, gather feedback, and promote upsell or cross-sell opportunities. This contributes to customer retention and long-term relationship building. Recent Posts 23 Mar 2026 ISO, and CMMC Compliance: A Strategic Imperative for Organizations Pursuing Federal and Enterprise Growth 04 Feb 2026 Company Domains: The Foundation of ABM and Lead Enrichment 23 Jan 2026 Energy Prospect Database: Connecting Businesses with Energy Decision-Makers Categories ABM Account Based Marketing 4 Adobe Marketing Cloud 1 All Posts 57 B2B Marketing 5 Data-Driven Marketing 7 Getting Started 4 Man Plus Machine 4 Programmatic Advertising 6 Your Community 2 Subscribe to Get latest post notifications Need Assistance? We’re here to Help you CONTACT NOW

Catch and Release, or Retain? Chris DeMartine August 17, 2023 Fishing techniques can serve as an analogy for various aspects of the B2B sales process, highlighting key strategies and principles that can be applied to improve sales effectiveness. Just as successful fishing requires careful planning, the right equipment, and a solid understanding of the target species and environment, a successful sales process involves similar considerations. Here’s a short series of steps from one angler to another that may help you with your new business development efforts: Research and Preparation (Bait Selection): Just as a fisherman researches the habits and preferences of their target fish, sales professionals should thoroughly research their target audience. This includes understanding their needs, pain points, and preferences. This information helps tailor the sales pitch and offering to appeal to the potential customer’s specific interests. Casting the Line (Initial Outreach): In fishing, casting the line is the first step to attract the fish. Similarly, in sales, the initial outreach or contact is crucial. This could be through cold calls, emails, social media, or networking events. The goal is to capture the prospect’s attention and spark their interest. Setting the Hook (Engagement and Interest): Once a fish takes the bait, the fisherman sets the hook to ensure the fish doesn’t escape. Similarly, in sales, once you’ve captured a prospect’s interest, you need to engage them further. This might involve sharing more detailed information about your product or service and addressing their specific needs and concerns. Reeling In (Building Desire): As a fisherman reels in the fish, sales professionals must continue building desire and excitement in the prospect’s mind. This could involve showcasing the unique features and benefits of the product, sharing success stories, and demonstrating how it can solve their problems effectively. Landing the Fish (Closing the Deal): Successfully landing a fish requires finesse and careful execution. Similarly, closing a deal in sales involves skillfully addressing objections, negotiating terms, and guiding the prospect towards making a purchase decision. It’s about converting interest into a committed customer. Post-Sale Relationship (Catch and Release, or Retain?): Just as responsible fishing includes releasing undersized fish to ensure their future survival, maintaining a strong post-sale relationship is crucial for customer retention. Providing excellent customer service, ongoing support, and delivering value post-sale can lead to repeat business and referrals. Adaptation to Changing Conditions (Market Dynamics): Fishermen adjust their techniques based on weather conditions, fish behavior, and location. Similarly, sales professionals need to adapt to changing market dynamics, customer preferences, and competitive landscapes. Flexibility and the ability to pivot your approach can help you stay successful. Continuous Improvement (Skill Enhancement): Like mastering different fishing techniques, sales professionals should constantly seek to improve their skills. This could involve refining your pitch, learning new sales methodologies, staying updated on industry trends, and seeking feedback to enhance your performance.   By drawing parallels between fishing techniques and the sales process, sales professionals can gain a fresh perspective on how to approach their work strategically and effectively, ultimately improving their chances of success. Recent Posts 23 Mar 2026 ISO, and CMMC Compliance: A Strategic Imperative for Organizations Pursuing Federal and Enterprise Growth 04 Feb 2026 Company Domains: The Foundation of ABM and Lead Enrichment 23 Jan 2026 Energy Prospect Database: Connecting Businesses with Energy Decision-Makers Categories ABM Account Based Marketing 4 Adobe Marketing Cloud 1 All Posts 57 B2B Marketing 5 Data-Driven Marketing 7 Getting Started 4 Man Plus Machine 4 Programmatic Advertising 6 Your Community 2 Subscribe to Get latest post notifications Need Assistance? We’re here to Help you CONTACT NOW