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How To Guides: Marketing Strategy

How to prepare your e-commerce ad strategy for an uncertain Q4

What your eCommerce ad strategy should look like for Q4 based on COVID-19’s impact in the first half of 2020 and predictions for the...

Sponsored Content: Pacvue | Aug 17, 2020 at 7:30 am ET

The top retailer marketing strategies to compete with Amazon Prime Day

Survey indicates 68% of Prime Day shoppers plan to comparison shop outside Amazon, leaving ample room for competitors to gain...

Taylor Peterson | Jul 15, 2019 at 6:00 am ET

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...

Andy Betts | Sep 11, 2018 at 4:02 pm ET

 

A blended ABM approach: Designing programs

Contributor Jessica Fewless reviews how a blended ABM approach using personalization, events and direct mail can benefit B2B...

Jessica Fewless | Aug 24, 2018 at 3:08 pm ET

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...

Jim Yu | Jul 24, 2018 at 12:08 pm ET

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....

Scott Vaughan | Jun 8, 2018 at 11:22 am ET

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...

Mary Wallace | May 25, 2018 at 12:46 pm ET

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...

Lewis Gersh | Feb 2, 2018 at 9:52 am ET

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...

Debbie Qaqish | Jan 24, 2018 at 9:48 am ET

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...

Andy Betts | Jan 23, 2018 at 11:27 am ET

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...

Peter Isaacson | Jan 18, 2018 at 9:12 am ET

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...

Victor Wong | Jan 15, 2018 at 9:58 am ET

‘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...

Sonjoy Ganguly | Jan 12, 2018 at 10:53 am ET

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...

John Steinert | Jan 10, 2018 at 9:38 am ET

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...

Jim Yu | Jan 9, 2018 at 10:24 am ET

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...

Scott Vaughan | Jan 5, 2018 at 2:27 pm ET

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...

Joe Hyland | Jan 4, 2018 at 11:51 am ET

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...

Blaise Lucey | Jan 3, 2018 at 10:25 am ET

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...

Matt Zilli | Dec 28, 2017 at 9:22 am ET

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...

Peter Isaacson | Dec 26, 2017 at 10:25 am ET
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