Category: Martech Column

Managing martech relationships: Partnerships and agility in marketing

Managing martech relationships: Partnerships and agility in marketing

By admin 2 0

In under a decade, we’ve seen the martech space explode in size, from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of martech’s evolution, we’ll see a much-needed consolidation. It’s already happening, not only through mergers and acquisitions, but also as brands begin to realize the […]

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Augmented reality games: Will this summer’s releases be booms or busts?

Augmented reality games: Will this summer’s releases be booms or busts?

By admin 3 0

This summer could be either a boom or bust for augmented reality (AR) games and brick-and-mortar businesses. Four major AR games are coming that could create more location-based marketing opportunities the way Pokémon GO did in 2016: Ghostbusters World; Harry Potter: Wizards Unite; Jurassic World Alive and The Walking Dead: Our World. All those games […]

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Identity is having its moment, but most martech isn't ready

Identity is having its moment, but most martech isn’t ready

By admin 1 0

Have you noticed anything different about the LUMAscape lately? Recently, the imposing cluster of logos representing the marketing technology landscape grew a little denser. Nestled under the data management platform (DMP) category, and to the right of the increasingly hyped customer data platform (CDP) grouping, lies a new class of martech: identity. Click to enlarge And it’s about time. [Read the full article on MarTech Today.] Opinions […]

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You vs. data: Where people fit in modern retail marketing strategy

You vs. data: Where people fit in modern retail marketing strategy

By admin 3 0

Think about all the data you have as a retail marketer. Not just the volume of it; the actual contents of it. E-commerce site performance. In-store performance. Product feed. Demographics. Search. Social. Mobile. CRM. Shopping behavior. Geography. Competitive intelligence. Data surrounds you. But here’s the rub: If every data point doesn’t track to a business […]

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How GDPR may help drive blockchain usage for content

How GDPR may help drive blockchain usage for content

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The application of blockchain to content authentication has been gaining traction, and it may get an extra push from the zeitgeist brought about by the EU General Data Protection Regulation (GDPR). GDPR is designed to protect consumers and change the way companies approach consumer data. Though GDPR doesn’t address data about content and its provenance, […]

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Where software innovation is needed today: Martech

Where software innovation is needed today: Martech

By admin 4 0

A senior-level executive asked me for advice the other day. For the past 15 years, he had worked for a company that sold software to publishers and loved the challenge of helping to invent a new industry. But as the market matured and his company was acquired, and then was acquired again, he realized that […]

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Solving for cross-device complexity with multi-touch attribution

Solving for cross-device complexity with multi-touch attribution

By admin 3 0

I’m going to let you in on a secret: Marketers are human, too. Don’t tell anyone I told you. Because marketers are human, we understand the richness of the customer journey, from initial inspiration or yearning to final sale. But dealing with that complexity is not always easy. As marketers, we have more ways to […]

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#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

By admin 4 0

I’m going beyond B2B marketing tactics in this column to challenge all of us, including myself, who can easily get stuck in the day-to-day grind, heads down. Physicist, cosmologist and author Stephen Hawking died last month. There are so many lessons we can take from his legendary life and impact on society. Upon reflection, a […]

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Building an AI mindset: Time to identify and develop skill sets now

Building an AI mindset: Time to identify and develop skill sets now

By admin 4 0

The more I’ve had the opportunity to explore this concept of the martech mindset, the more I’ve realized how important it is that we shift our thinking to view artificial intelligence (AI) as an evolution rather than as a revolution. Artificial intelligence, once an abstract, futuristic concept, is now a reality, so this needs to […]

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Accelerating your AI journey -- 5 steps to get CMOs started

Accelerating your AI journey — 5 steps to get CMOs started

By admin 3 0

The Artificial Intelligence (AI) wave is rolling across the industry and, for CMOs who intend to stay two steps ahead of their competition, now is the time to get started with this new capability. As the focus of the Chief Marketing Officer shifts toward customer-centric, data-driven and performance-led campaign initiatives, the perception is that AI […]

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Swift shifts in marketing spend aren’t enough to stem the Amazonian tide

Swift shifts in marketing spend aren’t enough to stem the Amazonian tide

By admin 5 0

After decades of trying to fill their brands’ proverbial leaky buckets — continually flooding them with new customers won through acquisition dollars instead of plugging the holes with retention spend — marketers are finally turning the tide. According to a recent Gartner survey of CMOs, marketing leaders are now allocating two-thirds of their budgets toward customer […]

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The pros and cons of marketing operations as a corporate vs. field function

The pros and cons of marketing operations as a corporate vs. field function

By admin 4 0

Marketing operations (MO) as a capability has exploded onto the scene because of fast-changing technology, the need for a more transparent, efficient, and accountable view of marketing and big-time pressure from the C-suite for marketing to contribute to the bottom line. Three years ago, very few companies had a dedicated marketing operations team. Today, a […]

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How customer lifetime value analysis is transforming partner marketing

How customer lifetime value analysis is transforming partner marketing

By admin 3 0

A few years ago, direct response marketers primarily focused on cost-per-acquisition (CPA) metrics — how much it cost to drive a sale. In the partner and affiliate realms, that cost was reflected in the bounty that the advertiser was willing to pay for each sale. CPAs and bounties are still primary considerations in partner marketing. […]

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Does trust matter more than growth? Salesforce's Benioff thinks so.

Does trust matter more than growth? Salesforce’s Benioff thinks so.

By admin 3 0

I don’t think it’s an exaggeration to say that for those of us marketing, selling or consuming SaaS technology (i.e., just about everyone), Salesforce founder Marc Benioff is a pretty important guy. As the Godfather of the subscription model, he’s a symbol of rapid scale and arguably the catalyst for the entire martech industry. There’s […]

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There is no 'I' in successful ABM

There is no ‘I’ in successful ABM

By admin 3 0

When I saw this video of cadets helping each other scale a high wall, I was immediately struck by how planning, preparation and teamwork can clearly blow away making it up as you go. It’s a simple demonstration of the executional power of repeatable processes that can scale (pardon the pun). It reminded me a […]

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Preventing a ‘Groundhog Day’ scenario

Preventing a ‘Groundhog Day’ scenario

By admin 3 0

I start my day exactly the same way every day: I get up early, have a little breakfast and scan my daily newsfeed while listening to music. The headlines all seem to report on the latest retail fatality, the next big thing to take ad tech by storm or speculation on someone’s love life in […]

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Defining the new organizational structure

Defining the new organizational structure

By admin 3 0

“Unless structure follows strategy, inefficiency results.” Alfred Chandler As marketing operations (MO) capabilities mature, it’s up to the MO leader to modify the organizational structure to ensure it’s meeting current and future marketing strategies and goals. Nothing says commitment like an organizational chart, and we all know how challenging it is to develop a dedicated […]

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Incorporating a chatbot? How to put the customer first

Incorporating a chatbot? How to put the customer first

By admin 2 0

Artificial intelligence is one of the biggest buzzwords in society, and the business world is making widespread use of a practical application of the technology: chatbots. Bots are rapidly taking over customer service roles, with consumers unable to tell whether they’re communicating with a human or a computer in some cases. Chatbots deliver results that […]

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Stop saying and start doing in 2018

Stop saying and start doing in 2018

By admin 4 0

One of the best things about my job is that I sit right near our sales development team — so not only do I know about all the best new bars in the city, but I also hear a lot about the challenges and day-to-day frustrations that plague our sales reps. But sales and marketing […]

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Voice search in retail: Evolving the customer experience

Voice search in retail: Evolving the customer experience

By admin 2 0

Voice search stands to live at the heart of how retail marketers guide the customer experience into the future. Behind every voice query lies data riper with real-time intent and context than perhaps any other source of shopper information. A spoken query is a direct window into what consumers want at that moment, how they […]

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So, what's it like to be a CMO of a marketing-focused business?

So, what’s it like to be a CMO of a marketing-focused business?

By admin 1 0

The CMO role and marketing’s revenue influence have never been greater. There’s a seemingly endless number of ways to engage with prospects, customers and stakeholders, an abundance of data at our fingertips, and ever-improving technology to make us smarter and faster. It’s an exciting time to be a marketing leader. But what if you’re a […]

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Personalization & machine learning in 2018: From comms to content

Personalization & machine learning in 2018: From comms to content

By admin 3 0

In a saturated digital landscape where brand blindness is the norm and people see more offers and content in a day than they can even remember, marketers have their work cut out for them. But if there’s one common solution, it’s content so relevant that it’s impossible to ignore. Personalization has been an agenda item […]

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Need a New Year's resolution? Ask your sales team

Need a New Year’s resolution? Ask your sales team

By admin 1 0

Ah, the new year… there’s nothing like having a fresh start to inspire ambitious marketing plans, promises to run big campaigns and intentions of testing some of the fancy new technologies all the cool kids are using these days. But when I reflected on the challenges our team faced in 2017, the major missteps really […]

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We’re already seeing the fallout from Apple's war on cookies

We’re already seeing the fallout from Apple’s war on cookies

By admin 4 0

The predictions are now a stark reality. With its Q3 earnings release in early November, Criteo confirmed what until then had been only speculation: Apple’s new Intelligent Tracking Prevention feature, rolled out with the latest version of its Safari browser in September, is taking a heavy toll on retargeters and industry players that rely on […]

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Three things marketers must do to better serve customers in 2018

Three things marketers must do to better serve customers in 2018

By admin 4 0

The year 2018 will be the watershed year when savvy marketers move to expand their roles to encompass every aspect of the customer journey, end to end. While 37 percent of marketing budgets are still spent on customer acquisition, according to the 2017-2018 Gartner CMO Spend Survey, 2018 will see marketers devoting increased amounts of […]

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The death of the sales funnel and leveling up attribution

The death of the sales funnel and leveling up attribution

By admin 5 0

It’s game over for the traditional customer journey. Today’s consumer has fragmented the ancestral sales funnel by wandering freely across channels and devices in search of the best product or deal. The average consumer owns more than seven devices, using more than three each day, of which marketers typically only see one, according to the […]

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CMOs should be measured by their results, not their spend

CMOs should be measured by their results, not their spend

By admin 3 0

“Budgets recede amid demand for results.” That’s Gartner’s headline on their latest CMO budget research report. Kudos to Gartner for continuing to track the growth of CMO technology spend and to their PR team for the dramatic spin — but, honestly, who cares? I certainly don’t, and it’s not just because I’ve had to dedicate […]

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How to increase database integrity to crush your 2018 targets

How to increase database integrity to crush your 2018 targets

By admin 3 0

Planning, budgeting and target-setting for 2018 are in full swing. I’ve been comparing notes with B2B marketing executives about their keys to hitting or missing their 2018 growth targets. A surprising make-or-break topic bubbled up in the conversations: data. We know prospect, customer and account data is essential fuel for sales and marketing demand, pipeline […]

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