Martech Column

    • The resurgence of brand marketing in a demand generation world

      Over the past several years, B2B CMOs have been earning a seat at the executive table by demonstrating their ability to contribute to revenue and company growth, largely via demand marketing. B2B marketing teams are using data, technology and content to discover, engage, nurture, create and delight customers. What once was a unique and competitive differentiation is now mainstream.

      Marketing Land- 9 readers -
    • Tackling the martech integration challenge

      The number one B2B challenge for marketers is the inability to successfully integrate disparate technologies into a unified platform, according to Morgan Stanley’s “Software Eats the CMO Suite” survey (conducted by Digital Ascendant). What prevails is a disjointed customer experience and an inability to accurately identify which marketing tactics are truly driving sales and business results.

      Marketing Land- 11 readers -
  • 5 ways martech can help you reduce mobile app user churn

    … to piece together all of those disparate ideas about engagement and highlight some of the top tactics I’ve seen brands use to keep users engaged and happy. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About…

    Josh Todd/ Marketing Land- 8 readers -
  • Size matters: 5 tips for creating LEAN programmatic creative

    … advertising now accounts for more than two-thirds of all digital display ad spending in the US, but since it calls for multiple ad versions, creative best practices aren’t as widely known or easily executed. Here are five tips for creating effective LEAN ads, particularly for programmatic creative executions. [Read the full article on MarTech…

    Marketing Landin Display- 8 readers -
  • The filter bubble: it won an election and can help you win customers

    … You are probably like me and don’t want to read another article about marketing lessons from the recent US election, but a number of thoughts coalesced in my head that prompted me to write one more. Since some time has passed, I hope you will bear with me. Let’s start with an idea that is core to our experience living in today’s world…

    Marketing Land- 8 readers -
  • When AI and analytics drive business disruption vs. hype

    …What is artificial intelligence (AI), and how can it be applied to marketing? Columnist Sean Zinsmeister explains how AI manifests itself in the marketing and analytics realm to interpret data, produce insights and streamline workflows. Please visit Marketing Land for the full article. …

    Marketing Land -
  • ID graphs: The path to identity resolution

    … marketers frequently ask is: “How do I get started with resolving cross-channel identity?” [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Mike Sands is CEO of Signal. Prior to joining the company…

    Marketing Land- 8 readers -
  • A six-pack of predictions for martech

    … In 1908, Hamptons Magazine made a bold prediction: “When the expectations of wireless experts are realized, everyone will have his own pocket telephone and may be called wherever he happens to be … When that invention is perfected, we shall have a new series of daily miracles.” Wow. Predicting the advent of mobile a century in advance — that’s…

    Marketing Land- 9 readers -
  • Quiz: Are you ready to adopt Account-Based Marketing?

    … on their data. With all of these stellar results, why is it that ABM often falls short of its potential? Take our account-based marketing quiz on Martech Today, put together by contributor Victoria Godfrey, to see whether you are winning — or failing — at the ABM game. [Take the quiz on MarTech Today!] Some opinions expressed in this article may…

    Marketing Land- 8 readers -
  • Searching for and winning the marketing moments that matter

    … communicating with brands. To the naked eye, the path that these modern consumers take is less structured and less predictable than it once was. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author…

    Jim Yu/ Marketing Land- 10 readers -
  • Content-specific chat prompts: Unlocking the power of conversation

    … that to the next level and use your content to start an actual conversation with members of your audience? Luckily, there’s a way to do just that: content-specific chat prompts. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here…

    Marketing Landin Social Content- 11 readers -
  • So you have the data. Now what?

    … The battle for the consumer’s share of mind and wallet gets more complex every day. And to win, companies are looking to transform their marketing in big ways, armed with a multitude of available data and modern toolsets. All too often, though, the vision is not supported with the technology, mindset and organizational design to fully engage…

    Marketing Land- 11 readers -
  • ABM brings the right guests to the party; marketing automation keeps them engaged

    … to invite to the party and catering to their needs to make sure they are happy. This isn’t really a new concept and, based on many surveys, an overwhelming number of B2B marketers are either already using ABM or plan to use it in the next year. What’s different this time? Technology. [Read the full article on MarTech Today.] Some opinions expressed…

    Marketing Land- 11 readers -
  • Does your marketing suffer from memory loss when customers switch devices?

    … a big hurdle to identifying them as they switch from one device or channel to another. With conventional data collection, a shopper with two devices becomes two different people, creating a disruption in how the marketing team orchestrates and analyzes campaigns across the marketing technology stack. [Read the full article on MarTech Today.] Some…

    Marketing Land- 10 readers -
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