Martech Column
Content nurturing for ABM: Moving from theory to practice
It's easy to talk about using content to move prospects through the purchase funnel. Contributor Sonjoy Ganguly explains how to turn talk into...
How GDPR may help drive blockchain usage for content
Contributor Randy Apuzzo explains how blockchain for content can help build trust and transparency in the digital economy, in keeping with the...
Solving for cross-device complexity with multi-touch attribution
Multi-touch attribution isn't new, but technological advances have brought it within reach and made it more important than ever, says...
Where software innovation is needed today: Martech
While there are clear leaders in software for publishers and agencies, contributor Rob Rasko says marketers still need an end-to-end solution to...
Time for brands to take customer data personally
As consumers and regulators increase scrutiny around data, contributor Nina Caruso says there's an opportunity to adopt a customer-centric...
How the acceleration of AI will drive digital transformation: Automation and personalization
Contributor Jim Yu explains how artificial intelligence will be woven into the modern marketing organization....
How data-driven display can now supercharge laser-focused demand gen
Contributor John Steinert explains how high-quality purchase intent data is making real integration effective and...
President Trump: Save us from the GDPR horror show
Third Door Media CEO Chris Elwell explains the onerous costs of complying with the European privacy regulation and calls upon the President to...
Smart marketing still hinges on humanity, not technology
As exciting as technological developments may be, contributor Mike Sands urges marketers to keep their eyes on their customers....
What every partner marketer needs to know about blockchain
Heard the hype about blockchain, but not sure what it means for you? Contributor Pete Cheyne explains....
#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)
Contributor Scott Vaughan explores some lessons taught by the influential cosmologist and explains how these ideas can be applied to your work...
Programmatic, branding, and what companies are missing: An interview with IAB’s Patrick Dolan
From a rejection of media trading to an embrace of data-centricity, contributor Blaise Lucey speaks to the IAB president about moving the...
Using mobile location data to improve bank marketing results: A how-to guide
Columnist Michael Della Penna explores the challenges and opportunities that location data present for financial services marketers....
The dynamic consumer’s journey & how to add value
In the current environment, marketers may get the impression that consumers are hostile to data-driven advertising and content. But contributor...
The pendulum swings: Balancing transparency with efficiency and ROI
Contributor David Dowhan argues that advertising is making a much-needed shift toward greater transparency. It may be painful now, he says, but...
How the C-suite benefits from a strategic marketing operations function
Need ammunition to win budget and staffing for a strategic marketing operations team? Contributor Debbie Qaqish offers a long list of benefits....
Marketers, here’s how to understand what’s really behind your mobile ad visits metric
Contributor Gladys Kong demystifies store visits metrics and the various ways they're compiled, so you know the important questions to ask your...
Overcoming marketing’s 5 deadly fears
To fully take advantage of the opportunities of marketing today, marketers must get over some of the fears holding them back. Contributor Matt...
Building an AI mindset: Time to identify and develop skill sets now
Contributor Andy Betts details the talent gap that may be holding up the adoption of machine learning and AI in marketing but also offers...
Why marketers finally stopped talking about ABM (and started practicing it)
Contributor Peter Isaacson explores the trends driving marketers to turn their attention to the nuts and bolts of implementing account-based...
