The new customer marketing lifecycle in the Engagement Economy
In my last post, I expanded on the concept of the “Engagement Economy,” today’s world where everything and everyone is connected. This...
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Why martech data should drive ad tech
It’s not a shock to say that chief marketing officers (CMOs) today are likely spending significant time on tech solutions management...
Making emotional connections in a digital era
From Audi’s “Drive Progress” campaign to Kia’s “Hero’s Journey” commercial, companies that can master emotional connections in a digital...
B2B marketing tips for an effective account-based marketing (ABM) strategy
Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70...
What will paid advertising look (sound) like on Amazon’s Echo and Dot?
In late January, Amazon made the announcement that they are looking into how to monetize their Echo and Dot smart home devices through...
3 ways artificial intelligence is transforming B2B marketing
We’re just a couple of months into 2017, and you may already be sick of hearing about the latest overhyped marketing trend: artificial...
From viewable to verified: Here comes the next phase of audience-based buying
Outsiders often describe the business of MadTech (marketing and advertising technology) as the “Wild West” — and with good reason. The...
Three things marketers must do to keep CX real
Marketers sometimes get a bad rap for not understanding the basics of the products we sell. You know, the idea that marketing is the easy...
Marketers, think outside the list
As marketing evolves, it’s imperative that business leaders and marketers constantly assess their approaches and rethink their customer...
Why machine learning is critical to multi-touch attribution
Until six or seven years ago, econometric models offered the best way to measure multi-touch attribution. These methodologies, like MMM...
Performance and integration: The foundation of marketing technology stack success
Over the past four years, the role of chief marketing officers has changed. Once, CMOs led small silos that focused on growing business...
Making the right martech bets [Infographic]
As we’re all experiencing, the division between Marketing and IT has been rapidly shrinking over the past couple of years. Today,...
Kiss your personas goodbye (and say hello, AI)!
There’s a great cartoon by Tom Fishburne that cuts right to the quick. A marketer is detailing “Al,” a targeted buyer persona:...
An introduction to streaming analytics for marketing and customer engagement
Big data strategies support customer segmentation, user trends, pricing analysis, campaign results and other critical marketing needs....
Solving a marketer’s top 3 segmentation dilemmas
Marketing automation tools empower marketers to create high-return campaigns that have a specific message based on a prospect’s needs....
Back to the future with the Engagement Economy
Last week, Marketo’s Chief Executive Officer (and my boss), Steve Lucas, introduced a bold new concept: the Engagement Economy. This is a...
Robots are the gatekeepers to your customers
I have bad news for anyone trying to market to me. There’s a high probability I don’t see your emails. You might have the perfect...
MAdTech: The marketers’ view
The modern landscape of media, advertising and technology — “MAdTech” — has become increasingly muddled. The means by which marketers...
Using marketing automation to create successful email programs in 2017
Marketing automation technology is designed to automate portions of the marketing process and provide data that helps marketers and...
How data and technology will affect your marketing in 2017
If you have read the annual prediction articles in the last few years, one of the prominent projections you’ve likely seen is, “This is...
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