Tag Archives: Marketers

Are marketers cooling on CDPs?

A survey from The CDP Institute indicates lagging CDP use, but strong results for many who use them. Levels of data unification at orgs varies widely. Chris Wood on October 9, 2023 The percentage of marketers using CDPs dropped from 31% in 2022 down to 25% in 2023, according to a report from the CDP … Continue reading Are marketers cooling on CDPs? →

Marketers Split On How To Price Services

Marketing Performance

Marketers Split On How To Price Services by Laurie Sullivan , Staff Writer @lauriesullivan, October 6, 2023 Advertising and marketing agencies are split on how to price paid ad and organic services, and many participants in a survey say they still prioritize optimizing keyword research despite all the technology available to do tasks like this this … Continue reading Marketers Split On How To Price Services →

How experimental marketers can drive martech utilization

Marketing Technology

Explore the role of experimental marketers in maximizing martech stack value. Ana Mourão on October 2, 2023 With martech utilization plummeting to 33%, CMOs and their teams must maximize their stack’s value before seeking budget increases or new additions. Several factors can lead to stack underutilization, including scope issues, viewing investments as costs or inadequately supported … Continue reading How experimental marketers can drive martech utilization →

A marketer’s guide to AI: Working with text generators

Marketing Guide

Generative AI tools promise to make our jobs easier, but require MORE time initially, as we find the right ones to use. Lisa Peyton on September 28, 2023 (This is the second in a series about how generative AI is impacting marketing. The first part is The rise of generative AI.) Despite the proliferation of … Continue reading A marketer’s guide to AI: Working with text generators →

Two-thirds of marketers report mid-year budget cuts

Marketing Budgets

With many organizations facing budget cuts, marketers are focusing on social media to connect with consumers. Unfortunately, they prefer email. Chris Wood on September 26, 2023 Two-thirds of marketers are facing reduced budgets in the second half of the year, according to new research from email management software company Exclaimer. Also, many marketers are out … Continue reading Two-thirds of marketers report mid-year budget cuts →

The rise of generative AI: A marketer’s guide to textual and visual AI content

Generative AI

The first in a series of articles looking at how text and visual genAI tools will become a critical part of the marketer’s tool-kit. Lisa Peyton on September 11, 2023 I attended an amazing workshop over the weekend on AI and the future of creativity and once again had a “‘HOLY SH*T’ “holy sh*t” AI … Continue reading The rise of generative AI: A marketer’s guide to textual and visual AI content →

3 ways to align marketers to business outcomes

Marketing Trends

Is your marketing team overwhelmed with tasks? Here are three key steps to shift from tactics to impactful outcomes. Stacey Ackerman on September 5, 2023 Marketing teams have become the catch-all department for executing tactics, but we’ve lost sight of the most important factor — what business outcomes are they actually trying to achieve? … Continue reading 3 ways to align marketers to business outcomes →

More than 50% of B2B marketers report bigger budgets

Marketing Budgets

75% of marketers reported an increase in their spending on artificial intelligence. The average AI spend increase was 28%. Constantine von Hoffman on September 5, 2023 A little more than half (53%) of B2B marketing managers say their budgets are up this year compared to 2022, according to a new study. Despite this, the marketers … Continue reading More than 50% of B2B marketers report bigger budgets →

GA4 is still stressing out marketers: Here’s why

Google Analytics

Despite a year’s notice, a lot of companies put off the GA4 migration until the last minute. Now they’re trying to understand how to use it. Constantine von Hoffman on August 30, 2023 Having a tough time with the transition from Universal Analytics (UA) to Google Analytics 4 (GA4)? You’re not alone, says Alex Lirtsman, … Continue reading GA4 is still stressing out marketers: Here’s why →

Marketers are only using one third of their stack’s capability

Marketing Planning

Stack utilization continues to drop even as martech spending continues to grow. The reasons: Lack of training, increasing complexity and no one authority. Constantine von Hoffman on August 28, 2023 Marketers are using only one-third of their martech stack’s capability, according to Gartner’s 2023 Martech Report. That’s down from 42% last year and 58% in … Continue reading Marketers are only using one third of their stack’s capability →