Retargeting was instrumental in that performance, he said. “Returns in social have improved significantly as we improved our focus and understood better what we were trying to achieve,” said Vinay Sharma, director of performance marketing at FreshBooks, an accounting platform targeting small and medium-sized businesses (SMBs).

This is done through first-party and third-party data sources, but also by manually searching on LinkedIn, said CMO Rebecca Martin. This also entails tracking potential inbound opportunities at a target account that may be a contact and figuring out how that new name (dare we say, lead?) can help move the needle.

Pitney Bowes instated a performance rating system in 2018 that enables the workforce to leverage internal feedback and coaching to reach growth and profitability goals, said CMO Bill Borrelle. The “Enabling High Performance” program consists of three pillars of focus: align, accelerate and empower.

Insights West polling from May 2019 found a similar social media appetite for this age group, which outpaced the older groups for usage on every platform (excluding Twitter, Pinterest and LinkedIn). That’s true for Facebook, too, which was presumed to have lost significant users among younger age groups.

Other platforms with notable expected growth in 2020 in mobile ads were Snapchat (37.1%), Twitter (17.2%) and LinkedIn (22.4%). Verizon Media was projected to grow 8.3%. The Impact of the Coronavirus Pandemic on Mobile Ad Spending. Our March 6 forecast was based on an economic situation which dissolved with the coronavirus pandemic and ensuing economic fallout.

The expected impact of embedded finance is evidenced by the volume of blog posts, articles, and reports by VC firms and analysts it has so far generated, and the interest it's been garnering on platforms like LinkedIn.