Behind the scenes of Betterment’s B2B brand awareness campaign

Who. Kim Rosenblum is CMO of Betterment, an independent digital investing advisor platform. The 16-year-old company began as a direct-to-consumer platform, giving people easy access to investing in ETFs and long-term wealth management. It was the first “robo-advisor,” which provides automated investment portfolios based on your preferences and is now a standard feature of every…

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7 weak spots in Google’s defense against DOJ antitrust claims

On Friday, Google concluded its defense in the Department of Justice’s lawsuit over its advertising technology. Even though Nobel Prize-winning economist Paul Milgrom provided supporting testimony, it’s still easy to see gaps in Google’s arguments. Here are the ones that stand out to me:  1. “Duty to deal” argument Google’s stance: Google argues that it…

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Why AI’s agents and commodification are good news for marketers

This year’s Dreamforce and Inbound user conferences were all about AI agents. “When we look back at this event years from now, you’re going to remember it as the year of AI agents,” said HubSpot co-founder and CTO Dharmesh Shah.  “The only thing we’re going to do at Salesforce is AgentForce,” said CEO Marc Benioff….

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Overcoming workplace politics: A marketer’s guide to cross-functional partnerships

Trinh Tham (left), founder of Straatt Business Reimagined, discusses leadership with (from top) Marni Puente, SVP/CMO SAIC; Karen Feldman, VP marketing and communications at IBM Consulting and keynote host Drew Neisser, founder of CMO Huddles. How can marketers overcome office politics to build cross-organization relationships needed to do their jobs? That was the topic discussed…

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As Canva targets enterprises, it risks losing SMBs due to higher prices

Digital design and collaboration platform Canva hopes a recent price hike won’t hurt it with SMBs as it challenges Adobe in the enterprise market. “While enterprise users are becoming a bigger focus, individual users and small teams remain a priority,” Canva’s executive creative director Cat van der Werff told MarTech. “[Growing enterprise customers] is about…

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Salesforce to buy enterprise knowledge platform Zoomin

Salesforce today announced it is buying Zoomin, an enterprise knowledge platform. This is the third company Salesforce has purchased this month following its acquisitions of Own and Tenyx. Zoomin processes unstructured data from across an organization to provide personalized and automated service interactions at all interaction points, including home portals, websites, support centers, customer service…

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What to do when your vendor has a data breach

One of your vendors will suffer a data breach. It is a when, not an if. They may have already, but not yet know it. Because marketing handles so much customer data, it’s essential to know what to do when a breach happens. There will be a breach in 2023, 61% of companies reported a…

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