Marketers must learn hard lessons of mobile to succeed with IoT
The Internet of Things (IoT) is set to unleash a tidal wave of data, with 22 billion connected devices by 2018, supporting the...
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The myth of prepackaged “sales-qualified” leads
The marketing stack holds great value, but let’s face it: It takes a long time to get off the ground, and it’s only as smart as the data...
Predictive data & ABM: How to move from account lists to account contacts
Predictive marketing holds tremendous promise, especially in identifying the optimal accounts and prospects to engage. According to the...
From leads to data: how changes in the media business affect B2B marketers
For B2B demand marketers, media has until recently been synonymous with impressions, maybe clicks and hopefully, leads. Historically,...
Get the most out of your marketing automation investment
One of the most basic of those tools is a marketing automation platform. Regardless of size, longevity or customer makeup, over half of...
4 reasons to love the Marketing Technology Landscape supergraphic
ChiefMartec Marketing Technology Landscape Supergraphic? With 3,500 marketing technology company logos squeezed onto a single slide, it’s...
Creating the VIP treatment for your customers
Imagine the ultimate online shopping experience: An hour after you search online for a pair of shoes for an upcoming event, your favorite...
Modern marketing is in need of an anti-channel mindset
There’s no denying that the consumer has been at the center of marketing’s ecosystem for decades — but only in “theory.” As marketers, we...
Omnichannel on the line: 4 steps to enhance the customer experience
If anything typifies the ambitions of modern marketers, it’s the “O” word — omnichannel. We give much lip service to this common goal of...
Performance-enhancing data: 3 (legal) tips for supercharging your sponsorship effectiveness
As the NBA and Stanley Cup playoffs rage and the Olympics loom, untold dollars are pouring into sports sponsorships as major brands hope...
What marketers need to know about the rate of technology obsolescence
The rate at which an innovation loses its competitive advantage accelerates every year. This is what I call the “velocity of...
Guarantee your marketing automation success with persona-based content
If you really tried to automate all of your marketing, the results would not be good. We have all seen examples of over-engineered,...
It’s a mad, mad, MAdTech world
Technology is fundamentally reshaping the advertising and media landscapes; the fault lines between pure-play media and advertising are...
The ABM view from the other side of the pond
A few weeks ago, I had a chance to spend some time in London to discuss the impact of technology on Account-Based Marketing (ABM). I’m...
Convergence and the power of data in modern marketing
Scott Brinker’s 2016 Marketing Technology Landscape Supergraphic documents what many enterprise marketing teams deal with daily: The...
Enough analysis, already! 8 tips for avoiding data fatigue
“Not everything that counts can be counted, and not everything that can be counted counts.” — William Bruce Cameron, sociologist It may...
Owning your martech stack means owning privacy, too
For those who thought privacy might recede as an issue with the new pact hammered out between the US and the EU, recent news from Europe...
Thinking about ABM? It’s time to put your sales hat on
I’ve always been a believer and practitioner of targeted selling strategies, urging sales to focus on their “top 20” accounts versus...
Why agencies and marketers need to think and act like data companies
The digital advertising industry is no stranger to keeping up with new advances, but many are struggling with today’s most important...
Tag management systems and DMPs — a match made in heaven?
If you’ve been in marketing long enough, you’re probably familiar with John Wanamaker’s famous quote: “Half the money I spend on...
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