Marketing should be positioned as a strategic driver of growth and long-term value. How do you make that happen? Shiv Gupta on November 13, 2024 The decline of marketing as an influential business function is well documented. Among C-suite roles, chief marketing officers (CMOs) are the least likely to advance to the CEO spot … Continue reading How marketing leaders can transform marketing from a support function to a growth driver
These are interesting times in B2B marketing, a crowded space with a loud debate around strategy. Mike Pastore on November 13, 2024 The merger of DemandScience and Terminus, announced on Tuesday, is the latest act of consolidation in the B2B media and lead generation landscape and emphasizes, once again, the importance of data to identifying … Continue reading DemandScience and Terminus merge, keeping data at the center of B2B marketing
AI is evolving from single-task tools to autonomous pipelines that can drive campaigns. What does that mean for marketers and their future? Melissa Reeve on November 13, 2024 Last month, I took my first ride in a Waymo — a fully autonomous trip through the streets of San Francisco. As I stepped out, two … Continue reading How autonomous AI pipelines will transform marketing campaigns
AI promises big wins, but tools alone won’t get you there. It’s your team’s skills and adaptability that truly unlock AI’s potential. Gene De Libero on November 12, 2024 Automation, machine learning and analytics are taking center stage as AI reshapes the business landscape. But in the rush to adopt the latest tools, one … Continue reading Why your marketing team needs training, not just tech, in the age of AI
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Selecting the right MPM platform to launch a new product. MarTechBot on November 11, 2024 Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based … Continue reading Picking a marketing performance management platform: Best of the MarTechBot
Use post-campaign data to improve future marketing efforts by ensuring complete analysis, eliminating biases and implementing feedback loops. Greg Kihlstrom on November 8, 2024 In previous articles, we’ve explored the role of data-driven strategies in the planning and execution phases of marketing initiatives. Here, we’ll focus on using data to analyze and improve decision-making … Continue reading How to use post-campaign data to make your marketing better
Engage digital-first buyers with consumer-style marketing while balancing creative tactics with B2B fundamentals. Ruth Stevens on November 4, 2024 Digital natives aren’t like the rest of us. They are bringing entirely new behavioral patterns into the B2B buying process, and experienced marketers and sellers ignore this at their peril. Call it “the consumerization of … Continue reading Why B2B marketing must adopt B2C tactics
Improve your DTC marketing strategy using data-driven approaches, from data collection to automation and modeling. Christie Ray Harrison on November 4, 2024 Adopting an agile direct-to-consumer (DTC) strategy is no longer a choice but a necessity. More and more companies are taking charge of their entire product journey, from ideation and manufacturing to delivery. … Continue reading 3 tips for cutting through the DTC noise with marketing data
The way direct mail combines digital with, well, mail can look like the way CTV combines digital with, yes, TV. And the ROI is still good, marketers say. Kim Davis on October 31, 2024 People may not need to actually lick stamps any more but they are still sending and receiving mail. Often they … Continue reading New horizons for data-driven direct mail marketing
B2B brands focus too much on the customer journey and not enough on how to be top-of-mind before that journey even begins. Constantine von Hoffman on October 30, 2024 Far too many content marketing programs fail to connect the brand to customer problems before the customer starts looking for a solution. At this crucial … Continue reading Beyond the funnel: A new approach to content marketing
