Marketing Strategies Column
Identity management investment can pay off, and here’s how
Marketers must examine how people-based IDs differ and how quality impacts identity through activation. Learn how to evaluate your...
Marketing to millennials: It’s about loyalty and personalization
Let customers see your brand as a projection of themselves and leverage tech to create a tailored...
2019 will be the year the ad tech ecosystem solves its identity crisis
A unified ID solution is solvable but the catch is that we all have to work together. Here's how we can do...
What working with tech brands taught me about the future of agencies
As brands become more tech-integrated and act more like nimble startups, agencies must provide the agility, velocity and production processes to...
Here’s why a disciplined story is so vital to digital transformation success
Content is what makes a digital transformation run, so telling a story across all channels that is clear and consistent is more important than...
Marketing tools can be leveraged by sales teams, here’s how
Webinars, media coverage and video are marketing tactics that can be invaluable for...
In-app advertising has come a long way: Here’s why you should use it
New developments for the in-app environment allow brands to measure viewability, fraud, data quality and attribution, similar to what...
How likely is your sales team to recommend you to a friend or colleague?
If sales and marketing teams are going to win trust in a noisy market, we need to join forces in the only thing that matters – adding value...
5 predictions for B2B marketing in 2019
Connected data will be king and ABM will take over as a core platform but the tired old persona-based advertising will die in the coming...
The decisioning dilemma: Getting the right combination of marketing tech to optimize engagement
Being able to bring together the facets of customer engagement – and to do so automatically – is the true value of decisioning...
Is your DevOps team allergic to marketing?
Communicating with developers in a smart and impactful way to gain their loyalty is critical for digital...
Enterprise AI with the CIO and CMO: Better together benefits
Here's a look at how AI is transforming entire enterprises, particularly through the lens of marketing and IT, and why the two teams must work...
How B2B ad campaigns can arm your sales team with more opportunities
Some B2B companies spend a lot of money on advertising that does not lead to a specific business outcome. Here are three ways to focus budgets...
5 ways B2B marketing leaders can overcome the talent shortage
Building a competitive, top-notch marketing organization requires having a consistent and talented staff in place. Here's how and why you need...
Shared learning from the martech OASIS companies — Investment, innovation and integration
Here's a look at 'OASIS' vendors Oracle, Adobe, Salesforce, IBM and SAP and the trends they are setting in data quality and integration to...
A blended ABM approach: Designing programs
Contributor Jessica Fewless reviews how a blended ABM approach using personalization, events and direct mail can benefit B2B...
The pros and cons of marketing operations as a corporate vs. field function
Should your marketing operations be centralized, or should field offices be autonomous? Contributor Debbie Qaqish explores the risks and...
Stop making the same mistakes: Preventing a ‘Groundhog Day’ scenario
Are your marketing campaigns tired and predictable? Contributor Mike Sands discusses ways to advance customer relationships to create better...
CMOs at the wheel: How are they Driving the Modern Marketing Organization?
Contributors Erica Seidel and Nadine Dietz round up the insights gleaned from the leading CMOs they’ve profiled and discuss how marketing...
Searching for and winning the marketing moments that matter
Columnist Jim Yu discusses the impact of digital on the customer journey and what marketers need to do to stay competitive and convert customers...