How To Guides: Marketing Strategy
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Why the marketing campaign is dead and what should replace it
It's time to stop thinking in terms of campaigns. Contributor Justin Dunham says marketers need to take a more iterative approach and instead...
Martech enablement series: Part 2 — The race team analogy
In the second installment of a nine-part series, contributor Peter Ladka discusses how to create a "race team," develop a strategy, build and...
Why great creative is more important than ever
In the age of martech and the "Engagement Economy," it's easy to put creativity on the back burner. Columnist Karen Steele explains why that's a...
LEGO logic rocks marketing automation
Overwhelmed by the big picture when tackling marketing automation? Contributor Mary Wallace explains how a popular toy has inspired a useful way...
A billion reasons why loyalty marketers need customer identity
While it might seem easy to get consumers to sign up for your loyalty program, keeping them active and engaged is another story. Columnist Mike...
Customer experience without engagement: A dead-end street
Columnist Karen Steele says that without engagement and the right application of technology, you'll fail to deliver a customer experience that...
How marketers can finally bring the ‘personal’ to personalization
Contributor Peter Cassidy believes the intelligence and automation of machine learning can arm marketers with the ability to connect with...
B2B applications of AI in marketing: Two use cases that matter
Columnist Daniel Faggella predicts the ways artificial intelligence will shape the future of B2B and takes a look at two current examples of how...
How to advocate for developers
Developer advocates are key to building and engaging with technical customer communities. Contributor Josh Aberant explains their role and the...
People-based marketing requires good people
Columnist Jose Cebrian believes that to get the most out of marketing technology, you need to hire the right people who can help you use it to...
Imagining the possibilities of marketing and artificial intelligence
Ad tech isn't dead. In fact, thanks to artificial intelligence, it's evolving. Columnist Rob Rasko discusses the ways marketers are currently...
Calling all B2B sellers and marketers: Business as usual is holding you back
Are you clinging to outdated marketing approaches and technologies? Columnist Sonjoy Ganguly says it's time to shake things up and unlock ABM's...
An intervention on marketing’s dysfunctional relationship with data
If it feels like you have a dysfunctional relationship with data, you're not alone. Columnist Joshua Reynolds discusses the data challenges...
Getting ahead of the marketing curve: 5 digital trends you must capitalize on now
From AI to the rise of connected devices, columnist Jim Yu takes a look at the top trends to keep an eye on to stay a step ahead of the...
What makes for a valued martech provider?
In the rapidly growing martech space, how do you determine which providers are worthy of your investment? Contributor Scott Vaughan taps some...
The effect of Moore’s Law on behavioral marketing
Even marketing isn't immune to Moore's Law. Columnist Brian Massey explains how Moore's Law has changed behavioral science, making it cheaper...
How customer identity solutions slash churn — and boost revenue
Columnist Mike Sands explains how the right customer identity solution will help you tap into your customer data and build a long-term approach...
CMO audit series, Part 2: Untangling the web of mobile technology
With a plethora of mobile marketing technologies to choose from, how do you find the right fit for your organization? In Part 2 of a series,...
4 steps to ROI-positive marketing attribution in 90 days
So, you've just implemented a new marketing attribution solution. Now what? Columnist Alison Lohse explains how you should be spending those...
Three things marketers must do to keep CX real
Marketers can be powerful advocates for the customer experience. But as contributor Brent Sleeper explains, we’ve got to give a little to get...
