How To Guides: Marketing Strategy
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 rise of the DD-CMO: How data-driven CMOs are maximizing performance
Contributor Jim Yu feels CMOs are challenged with balancing immediate results and long-term strategy. He outlines ways to incorporate accessible...
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....
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...
We’ve got omnichannel all wrong
Columnist Lewis Gersh discusses the misconceptions surrounding omnichannel marketing and the direction that marketers need to be heading with...
Marketing operations 2.0: Defining the new organizational structure
What does the org chart for a successful marketing operations (MO) team look like? Columnist Debbie Qaqish takes a look at the characteristics...
A new era of personalization: The hyperconnected customer experience
In the age of the hyperconnected consumer, delivering a personalized experience is key. Columnist Andy Betts shares three ways to engage and...
Aligning with sales: Stop saying and start doing in 2018
Thanks to AI and intent data, marketers have the opportunity to align with their sales teams better than ever before. Columnist Peter Isaacson...
Stop competing against yourself for your own customers
Does your organization have multiple teams running separate campaigns to reach the same customer? You're not alone. Contributor Victor Wong...
‘Marketing doesn’t drive revenue, sales does’ (and other myths)
Gone are the days when sales took all the glory after closing a deal. Columnist Sonjoy Ganguly believes marketing and sales need to work...
What are you putting on the front burner? B2B marketing predictions and recommendations for 2018
To help B2B marketers prepare for what the future holds, columnist John Steinert lays out three trends you should keep top of mind in the coming...
The CMO, martech and ‘marchitecture’: Messaging that matters to customers
What is a "marchitecture," and why should it be an essential part of your strategy? Columnist Jim Yu explains how it can bridge the gap between...
So, what’s it like to be a CMO of a marketing-focused business?
What happens when your role is the same as your target customer's? Columnist Scott Vaughan shares insights into how to use this situation to...
Need a New Year’s resolution? Ask your sales team
If you haven't yet started, it's time to set your 2018 marketing goals. Columnist Joe Hyland explains why it's critical to include your sales...
Personalization & machine learning in 2018: From comms to content
Columnist Blaise Lucey discusses how marketers will need to look toward machine learning and data in 2018 to help them connect with their...
Three things marketers must do to better serve customers in 2018
As we head into the new year, now is the time to solidify your goals for customer retention and advocacy. Contributor Matt Zilli discusses three...
2017: The year in B2B marketing innovation
As we close in on the new year, columnist Peter Isaacson takes a look back at the trends that shaped B2B marketing and anticipates how they'll...
The 2018 ad tech predictions you didn’t expect to see
Martech and ad tech are here to stay, but it's not going to be all smooth sailing in 2018. Columnist Lewis Gersh shares three predictions that...
Why it’s time to get bullish on accreditation for ad tech and martech in 2018
As industry groups release new standards for digital ad measurement, columnist Rob Rasko believes ad tech and martech providers will need to...