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How To Guides: Marketing Strategy

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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

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...

Lewis Gersh | Dec 15, 2017 at 11:15 am ET

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...

Rob Rasko | Dec 14, 2017 at 10:29 am ET

GDPR won’t kill you. It’ll make you stronger

The General Data Protection Regulation is edging ever closer. Columnist John Steinert explains how marketers can use the impending change as a...

John Steinert | Dec 13, 2017 at 11:37 am ET

2017: The year identity changed everything

Columnist Mike Sands takes a look back at this year's notable events in digital advertising and examines the underlying theme of identity that's...

Mike Sands | Dec 12, 2017 at 9:49 am ET

CMOs should be measured by their results, not their spend

Columnist Joe Hyland believes the most successful CMOs aren't the ones who spend the most money; they're the ones who invest in sophisticated...

Joe Hyland | Dec 11, 2017 at 10:04 am ET

How to increase database integrity to crush your 2018 targets

As you start planning your budgets and targets for the coming year, data will be front and center. Columnist Scott Vaughan shares four...

Scott Vaughan | Dec 8, 2017 at 10:06 am ET

Here’s what marketers really want for Christmas: 3 tips for building a better approach to data

Getting the most out of your data is on every marketer's wish list this year. Contributor Stefan Benndorf discusses ways to get your analytics...

Stefan Benndorf | Dec 6, 2017 at 10:21 am ET
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