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...
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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...
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...
Increasing expectations will alter the media agency’s paradigm — and brands will feel th
Agencies are cockroaches.” They’ll always find a way to survive. Surviving the current challenges will force media agencies to become...
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...
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....
Closing the marketing skills gap: 3 talent acquisition strategies, Part 3
Imagine my surprise when Brown began to talk about careers in marketing operations, and he looked the class straight in the eye and said,...
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...
Better insights provide real inroads for breakthrough ROI
Better data helps marketing and sales navigate, too. And with insights from the right sources, your teams can create the inroads you need...
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...
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...
Reframe your thinking about the beacon opportunity
I’m tired of those articles as well, and there’s a reason you hear much less about beacons than you did two years ago: Beacons lost their...
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