Martech Column
Are your marketing efforts hurting sales? The need for a consistent view of the consumer journey
Contributor Rex Briggs shares real-world examples of how things can go wrong when you rely solely on siloed metrics to make marketing decisions....
Get to know your virtual audience via their digital body language
Contributor Joe Hyland explains how to read your prospects' intentions online so you can offer them a solution that meets their needs....
Tighter data rules affect some marketers more than others
Contributor David Dowhan believes this inequity may provide an opportunity for data providers and tool developers serving mid-market brands....
If you use mobile location data, it’s time for a mid-course correction
Contributor Gladys Kong argues that the massive influx of mobile data and changing user patterns demand that location data companies step back...
Struggling with ABM? 7 practical ways to create value now
Getting started with ABM isn't as difficult as it seems. Contributor John Steinert lists ways you can jump-start the transition from traditional...
How focusing on brand value creates revenue growth
Marketers often find themselves torn between meeting short-term sales goals and fostering long-term value. Contributor Scott Vaughan explains...
The future of TV advertising in today’s digital world
TV advertising isn't what it used to be -- it's much more, argues contributor Chuck Moran....
How to create, operationalize and maintain a target account list
The target account list forms the foundation of Account-Based Marketing. Contributor Peter Isaacson explains different approaches and ideas you...
Reverse-engineering GDPR: Why our intentions shape our reality
Contributor Kristoffer Nelson suggests you learn to stop worrying and love GDPR, because the new consumer-friendly data environment is here to...
Is your customer the unifying thread? How to do martech right
How you approach martech is highly dependent on the thread that's unifying all of your decision-making. Contributor Debbie Qaqish explains how...
How mid-size companies can adopt the enterprise mindset to win accounts
How can you step up your marketing efforts and punch well above your weight class? Contributor Sonjoy Ganguly says it's all in the strategic...
Martech + Ad tech, Part 1: The tools to transform insight into action
Navigating the convergence of martech and ad tech isn't for the faint-hearted, but contributor Jose Cebrian describes the possibilities now...
B2B marketers: Are you a marketing technology ‘investor’ or a ‘buyer?’
Your approach to adopting and integrating martech is a key factor in determining its likelihood of success. Contributor Scott Vaughan explains....
The procrastinator’s guide to GDPR compliance
If you're among the companies that have yet to get their data house in order, contributor Doc Sheldon can help you avoid possible stumbling...
How you’re missing most of the business you deserve
Contributor John Steinert explores funnel leaks and other blind spots that kill your ability to...
Marketing technology optimization is an evolution, not a revolution
It can be tempting to jump in with both feet when you're adopting new marketing technologies. But contributor Mary Wallace advises a gradual...
Answers to email marketers’ niggling questions about GDPR
Contributor Kyle Henderick consults with his colleague to dispel likely areas of confusion about the data...
3 management models that help streamline today’s martech operations
Contributor Andy Betts outlines three ways of thinking about your marketing department in this age of rapid innovation....
Human-computer interaction and digital advertising
Columnist Peter Minnium explains the increasingly important field of HCI and its effect on the marketing environment....
Becoming customer-centric: A tale of a NextGen MO organization
Contributor Debbie Qaqish describes the structure of a company taking marketing operations to the next...
