The future of B2B marketing: ABM and AI
The One to One Future.” (If you haven’t, it’s a good read for any B2B marketer.) Written in the 1990s, the book painted a bright future —...
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How to choose martech tools that your team will love
Marketers have a love/hate relationship with martech. On the one hand, marketing technology allows us to automate, optimize and measure...
Bringing much-needed transparency to RTB
Controversies involving YouTube are nothing new, but when well-known brands, including Walmart and PepsiCo, start boycotting the...
The power of location audiences: A buyer’s guide & scorecard
There has been a lot of discussion about proximity marketing and location data. If you haven’t been following the emergence of location...
7 steps to help you prepare for a marketing cloud/email service provider transition
When making a move to a new provider of cloud or email services, the number one consideration is to leave yourself enough time to...
Is ABM really a better mousetrap?
Almost every day, it seems like a new marketing software or services vendor pops up positioning itself as “The ABM Company.” But riddle...
The robots who will warm your heart — and drive your branding
I’m not a classically trained marketer, so I don’t really understand how branding works. Why do people sign up for a credit card because...
How customer identity solutions slash churn — and boost revenue
Recently, I spoke with a CMO in the retail sector who told me that about 50 percent of his customers buy once and then never buy again....
How to unlock marketing’s creative side for martech success
B2B marketers think of marketing technology (martech) as a necessary evil. Understandable. Most marketers got into the profession because...
The modern marketer’s guide to machine learning algorithms
Most marketing (and sales) teams have seemingly simple goals: identify your best customers, target prospects who look like them,...
The Mufasa Metric: Rethinking attribution in the Engagement Economy
Attribution has traditionally been the bane of all marketers, but we’re no longer doomed to continue the old ways of thinking about it....
Using a social management platform: What you need to know
Social has become a key component of most brands’ marketing and engagement strategies. As a result, there are quite a few complexities...
Top 15 promising project management tools to make your productivity skyrocket
No sane person would try to manage a project without the help of dedicated software. But with so many options and so little time, how do...
Sanity check: One year until GDPR
With just over a year left until the EU’s General Data Protection Regulation (GDPR) goes live, it’s time for the industry focus to move...
4 lessons from a decade of ad tech disruption
Since the first RTB ad was placed in 2010, our industry’s story has been one of rapid, often painful evolution. Alongside the...
How to implement an optimization framework for long-term attribution success
Congratulations! You made it through the early days of your attribution program. You implemented the four steps to ROI-positive marketing...
What the GDPR means for your business
By now, most companies who do any business in the EU are aware of the General Data Protection Regulation (GDPR), which was approved by...
What’s really holding back your messaging program?
Marketers want to innovate. They want automation and personalization because the ROI can be huge. For many companies, this desire leads...
Scaling your content without draining your budget
Every day, billions of pieces of content are published like clockwork on platforms like Facebook, Instagram, Pinterest and Snapchat. Yet...
Marketers, get your head out of your funnel — because time is definitely not on your side
Whether you’re a CMO who’s trying to figure out how to make substantive progress in the marketplace (the kind you can point to and say,...
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