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CMO at Publicis Sapient, Teresa Barreira explains how strategy, people operating model and culture are all key elements of an agile marketing team. Kim Davis on January 4, 2022 “When I came on board three and a half years ago, the ambition was to build a marketing organization and strategy to drive growth for the … Continue reading 4 steps to building a successful marketing organization
Bill Treloar November 29, 2021 Local business search rankings Before exploring citation management, let’s see how it fits in to showing up on Google. Where you show up in local search when someone searches locally for what you do or sell is a function of three main factors: Your overall SEO Proximity to the searcher … Continue reading Should You Pay for Citation Management?
This free e-book explains why the best agile marketing teams don’t just tackle a process, but adopt principles and values of agile that lead to culture change. Henry Powderly on October 27, 2021 A lot of marketers like you have seen their companies trying to embrace agile marketing, but many struggle with how to apply … Continue reading Introducing MarTech’s guide to agile marketing for teams
It might be time to consider adopting a formal Definition of Done Stacey Ackerman on April 20, 2021 “Are we done with the work? Are we really done? What else needs to happen? Who else needs to approve it?” If you’re hearing a lot of this type of talk from your agile marketing team, it … Continue reading The importance of defining “done” in agile marketing
Alex Lysak February 27, 2021 You don’t need a business degree to know that your company needs a marketing plan. Successful startups dedicate months to designing a strategy for conversions and online visibility. They run focus groups and conduct market research to guide their execution, but they don’t stop there. Even niche businesses aren’t so … Continue reading What Marketing Competitor Analysis Is and How to Do it
TechStyle Fashion Group’s pandemic pivot might be considered rare in a world when marketers say most ads are lackluster and repetitive. Chris Wood on February 2, 2021 For nearly a year, marketers have operated in a pandemic world where digital channels are all they’ve got. But saying you’re going to tap new channels and then … Continue reading Please don’t fill new channels with bad creative
While many businesses should consider reduced top-of-funnel ad spend, very few should abandon it altogether. You’ll want to ensure you are in a position to power back during the recovery. Adam Edwards on July 22, 2020 Though digital marketers felt pressure before to justify their marketing spend, this is a whole new ballgame. Marketing is … Continue reading How and where to fight for your marketing budget
You must find ways to tailor each channel’s messaging that’s appropriate for your company, your market and your customers as your operations begin to reopen. Ryan Phelan on May 18, 2020 At the recent Discover MarTech virtual event, where I was honored to host a roundtable discussion, I was intrigued by a marketer who wondered … Continue reading Marketing’s new challenge: Moving to the next normal
Regardless of how your business has been impacted by current events, your customers are grappling with what’s happening, so your role in their lives will need to adjust. April Mullen on April 2, 2020 With the global spread of COVID-19 we’re now in a recession and no one really knows how long this will last. … Continue reading Marketing during a crisis and a recession
Changing your approach to emotional marketing can help you create a stronger connection with your audience. Jade Bunke on March 5, 2020 As a marketing professional, you often think about creating an emotional connection with your audience. And for good reason. Emotion can direct attention, deepen engagement and drive behavior. But can you articulate how … Continue reading Rethinking emotion in marketing to deepen engagement
