Martech Column

    • B2B CMOs and CIOs: It’s time to rethink data management

      In digital media and advertising, data management platforms (DMPs) have become an essential tool that “ingests, classifies, sorts and houses information, and then delivers it in a way that’s useful for marketers, publishers and other businesses.” But for B2B marketers, these tools have a major flaw. As the name implies, B2B marketers sell into organizations (e.g.

      Marketing Land- 20 readers -
    • 3 ways to ensure your marketing technology stacks up

      The Marketing Technology Landscape has now reached nearly 5,000 vendors, with options to suit a wide range of marketer needs. Depending on your point of view, the number of new vendors and tools available — which grew by 40 percent within just one year — is either incredibly exciting or very daunting.

      Jim Yu/ Marketing Land- 21 readers -
  • 4 reasons the Demand Unit Waterfall is perfect for ABM

    … 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 Peter Isaacson has over 25 years of marketing experience in both B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing on a global scale…

    Marketing Land- 14 readers -
  • Confessions of a marketing automation addict

    … Let me get this out of the way: I’m a technology geek and a marketing aficionado. I adore working with marketing automation to drive business. The bright thrill of success bubbles over when various marketing technologies are stacked together to improve the user experience and boost engagement that results in sales. Nothing is better than…

    Marketing Land- 15 readers -
  • The new marketing mandate: Learn fast

    Connect your organization with the marketing technology explosion at The MarTech Conference! See how becoming consumer & data obsessed is going to transform your m ...

    Marketing Land- 11 readers -
  • How to set up a successful revenue-generating demand gen system

    … Marketers are expected to focus on the bottom line, and measurement is key to accomplishing that. A lot of startups get sloppy and charge head-first into execution without focusing on the foundations of marketing and analytics. Execution is important, but it must be built on the foundation of a solid strategy. The most efficient way to execute…

    Marketing Land- 16 readers -
  • Using Bluetooth, beacons and NFC to personalize in-store shopping

    … communications technologies, such as Near Field Communications (NFC) and Bluetooth, are more widely adopted within retail, the same level of customization that customers feel online can be delivered in store. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily…

    Justin Freid/ Marketing Land- 18 readers -
  • The value of applying artificial intelligence in display advertising

    Technology is advancing at an accelerated rate, and the far-fetched dreams of yesterday are quickly becoming the innovations of today. For the longest time, artificial intelligence was an ambiguous notion of big ideas with futuristic applications — self-driving cars, drone deliveries, fridges that monitor food quality, and so much more.

    Marketing Land- 17 readers -
  • The next tech innovation to help marketers engage live audiences: Voice

    …, leaving much to the imagination. [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 Malcolm Cox is CMO of Grapeshot, a role he took on after gaining experience in the media, music and agency worlds…

    Marketing Land- 12 readers -
  • The marketing career advice that no one gave me

    … does it play with our martech stack? It’s likely that you already have a number of tools in your martech stack, and expanding your strategy with a new tool that’s incapable of working with your other tools will lead to frustration and unusable data silos. Finding a tool that works well with the rest of the tech in your stack will save you…

    Marketing Land- 17 readers -
  • Martech vendor investment forecast: Sunny with just a few ‘clouds’

    … A powerhouse panel of marketing technology investors came together at the 2017 San Francisco MarTech Conference to discuss and debate the future of the marketing tech investment landscape. Moderated by Scott Brinker, the panel continues to be bullish on the future of martech. Why? A few reasons: Marketing is becoming an agile discipline…

    Marketing Land- 11 readers -
  • Stop calling ‘ad tech’ advertising

    … again, harms brands and makes those ad tech investments even more of a useless spend. [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 Daniel Meehan is the CEO and founder of PadSquad…

    Marketing Land- 12 readers -
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