Protagonist adds action tools to its narrative analytics for brands
In April, San Francisco-based Protagonist launched an AI-powered platform that looked at online articles and comments to find the...
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B2B developer marketing? It’s complicated.
how to deploy content marketing to the importance of not making assumptions about them on the basis of the developers you may happen to...
Don’t creep me out! Here’s how to get personalization right in programmatic
But not always amazing. There’s a fine line between relevant and creepy, and if you cross to the bad side, it can be catastrophic for...
Persado now generates emotionally-targeted marketing messages for individuals
Persado is the kind of tool that can make copywriters and other creatives nervous. Founded in 2012, it employs artificial intelligence to...
Is your martech stack keeping pace with changing customer behavior?
In my previous article, I discussed the importance of delivering a great customer experience — and using Customer Lifetime Value — as a...
Skimping on deliverability spend? You’re hurting your email program
deliverability. Failure to invest adequately in the required technology and services can have a detrimental impact on your results. Let’s...
Location data beyond the marketing department: A look at 3 use cases
using mobile location data to target their ad spend: In 2015, eight in 10 marketers worldwide used location targeting for mobile...
SAP Hybris adds facial recognition, Internet of Things-triggered campaigns and attribution
Last month, Germany-based SAP acquired consumer identity provider Gigya for its Hybris Marketing Cloud. The move signaled that SAP is...
GDPR-ready? How US email marketers can avoid hefty new EU fines
General Data Protection Regulation is a measure adopted by the European Union to protect user privacy and data of European citizens....
Why ABM has become a critical strategy for B2B marketers
Account-Based Marketing (ABM) program in place, compared with 41 percent in 2016, according to SiriusDecisions. Those who have found...
The great martech debate: Build vs. buy
The unicorn’s founder proudly told me that they were building their own AdWords campaign management software and that they had even hired...
Forget B2B and B2C; the future of marketing is P2P
Forrester analyst Steve Casey put it eloquently in his latest research by calling this trend the rise of the “B2B consumer.” For a career...
Is GDPR the Y2K for B2B marketing? And how to use it to your advantage
General Data Protection Regulation. As a marketing leader, you’ll be spending hundreds of hours with the legal eagles and the data teams...
Scott Brinker: Marketing is now customer experience’s champion
Perhaps you noticed it, too. At our most recent MarTech Conference, there seemed to be a transformation percolating throughout the...
Unbundling the ad server
But when the number one product in a category doesn’t even define itself by the category it’s in, something is going on. Today, a quick...
Being SMART with your martech: Balancing product inputs and performance outputs
While that may be the case — and while it’s true that a technology stack is a critical part of any marketing operation — a martech stack...
Marketing and culture: The key drivers of growth
MarTech Conference in Boston, I got a chance to sit in on the opening morning’s fireside chat between Dun & Bradstreet Chief Marketing...
How marketing ops can deliver value to the C-suite
Marketing ops departments are often bogged down in one of two scenarios: (1) There aren’t any clearly defined processes to follow, or (2)...
Microsoft’s LinkedIn integration, AI and what it means for marketers
Microsoft emphasized two trends that will have a significant effect on marketers. The first is an effort to make artificial intelligence...
DNA of a strategic marketing operations leader: 3 seismic shifts, Part 2
Marketing operations (MO) as a dedicated, funded and strategic capability has exploded across B2B marketing organizations. Driven by...
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