Cognism

In B2B marketing, familiarity is everything. When buyers are ready to make a decision, they rarely pick the “best” product on paper, they choose the brand they already trust. The one that feels safe. That trust doesn’t happen by chance. It’s built through consistent storytelling and a strong brand belief. Because while features can change and competitors can catch up, your brand ethos is what sticks. It’s what buyers remember when it’s time to choose. At Cognism, defining what we stand for, and what we believe about how modern revenue teams should grow, completely transformed how we go to market. In Module 2 of the Demand Generation Playbook Course, Liam Bartholomew shows you how to build your own belief-led brand. Out now: https://lnkd.in/e9R_BtdW

Website conversion rate optimisation isn’t always about huge redesigns or complex A/B tests. Sometimes, it’s the small moments that make all the difference. One of our favourite quick wins at Cognism? 👉 The exit-intent offer. When a visitor is about to leave your site, they’re already halfway out the door. But that doesn’t mean the conversation’s over. By triggering a short, value-led offer (“Before you go… want a free data sample?”), we turned drop-offs into demo opportunities: 💥 Free Leads CVR: 7.25% 💥 Data Sample CVR: 4.84% Why it worked: We met visitors in-moment, just as they were leaving. We offered real value, not a generic “don’t go” plea. We made it frictionless, clear copy, short form, mobile-friendly. It was a small tweak but a big result! Sometimes optimisation isn’t about more traffic, it’s about catching the right people before they disappear.

Tomorrow's the day! 📆 Isa Sher & Tristan Jones will be telling you everything there is to know about what's working in cold calling right now. Get their latest strategies, openers, objection-handling techniques, and more! 💰 You'll also have the opportunity to test your cold calling skills live, for a chance to get your hands on a $100 gift card! Get signed up while you still can: https://lnkd.in/ezKnX9ka #ColdCalling #Sales

How do you build a marketing plan the board will buy into and that drives real outcomes? 🤔 In our next Marketing Dilemmas Live, Fran Langham and Liam Bartholomew will show you how we build a board-ready plan at Cognism, one that starts from revenue goals, ladders into pipeline, and connects all the way down to weekly execution. You’ll learn how to: 🔹 Translate board targets into a marketing plan that actually adds up 🔹 Focus spend where you’re most likely to win 🔹 Balance short-term pipeline with long-term brand growth 🔹 Set the right efficiency guardrails and early-warning metrics 📅 Wednesday 6th November, 4pm GMT. Register below!

ABM. It’s one of the most talked about topics in B2B right now. That’s why we’re hosting a live AMA-style session tomorrow, dedicated entirely to it. Join Tim Hughes from Cognism and Corrina Owens from TripleLift for an open, practical discussion on what’s actually working in ABM. We'll be tackling questions like: 💭 What are your go-to channels for ABM? 💭 How do you balance 1:1 vs 1:few vs 1:many? 💭 How do you decide which accounts make it into your ABM program? 📅 Wednesday 29th October, at 3pm GMT Bring your biggest ABM questions and get them answered live. Save your spot here: https://lnkd.in/ef9k9izk

A lot of B2B campaigns fail because they run in silos. A blog here. A paid ad there. A webinar somewhere else. But the best demand gen teams align every channel under one clear idea - creating integrated campaigns that build trust, drive engagement, and deliver real pipeline. In Module 6 of our Demand Gen Playbook Course, Tim Hughes breaks down how to turn strategy into execution and connect your full funnel into one joined-up buyer journey. 👉 Learn about effective integrated campaigns: https://lnkd.in/eT6KdSHh

We A/B test everything. Headlines. CTAs. Layouts. And we get a ton of “winning” results. But three months later… the numbers look a bit flat again. That’s this week’s dilemma on Marketing Dilemmas. Why do CRO wins fade, and how do you make them last? Estelle Marasigan (Website & Creative Services Lead at Cognism) built a 7-30-60-90-day post-launch framework to track every win long after rollout. So if performance starts slipping, she knows why, and can fix it fast. It’s the difference between chasing short term wins and building lasting performance. Listen to Estelle break down her process here! https://lnkd.in/eHRQApmz

Over the last two quarters, we've continued to make every step of the sales process sharper, faster and more reliable. We introduced DaaS to give teams a continuously updated source of truth. We launched Smart Personas so reps instantly know who to target. And with Research by Cognism AI, context is now one click away. No more tab overload. We’ve added Assigned Companies for cleaner ownership, expanded compliance with Italy’s DNC, and hit major milestones in data coverage and refresh rates across Europe. In short: better targets, better data, better decisions. Swipe through to see what’s new, and how Cognism AI is reshaping how sellers work. Full breakdown: https://lnkd.in/eGaM62R6

Everyone’s fighting for the same few seconds of attention, whether that is here on LinkedIn, or any other marketing channel. And let’s be honest - most B2B content still looks (and sounds) the same. The only truly effective way to stand out these days is to do something different and challenging to replicate. But how do you do that? Well, we've written a step-by-step playbook on exactly how! You can read it here: https://lnkd.in/eDZKwwh2

We’re over halfway through the Demand Gen Course, and this week we’re tackling one of the most important parts of any demand engine: paid media. In Module 5, Fran Langham shares how to run a paid strategy that supports demand gen - not competes with it. You’ll learn: 👉 How to build a paid strategy that aligns with demand gen 👉 Where to spend (and stop spending) across channels 👉 How to prove ROI from paid in a demand gen world 📝 Get started here: https://lnkd.in/eBECw7W9