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This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Why Inbound Marketing Is Essential in 2016

Inbound marketing is widely seen as an effective means of brand promotion. However, it’s often viewed as a “nice to have” opposed to a necessity. In 2016, that’s no longer going to be the case. Inbound marketing is now downright essential.

In this article, you’ll have inbound marketing defined and explained in terms of why it’s an important part of your online marketing efforts.

2. PPC meets RTB: AdWords and Real-Time Bidding Finally Converge

There’s no doubt that search marketing is becoming far more complex.

With hundreds of features added to AdWords and Google Shopping each year, PPC campaign managers have increasingly more tools at their disposal, but getting an edge on the competition is not getting any easier.

3. Math! Now Available Right In AdWords Custom Columns

Custom columns in Google AdWords launched a little over a year ago to enable marketers to segment existing metrics in the interface reporting. Now, Google is introducing a nifty addition to custom columns: custom formulas.

With the formula-building functionality in custom columns, you’ll now be able to apply formulas for the metrics you set up in custom columns.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.