Keeping up with shiny new tools is one of the most demanding jobs of marketing professionals in the age of AI. How do we keep up? How do we keep track? How do we keep our budget in check? How do we keep our sanity? While there is no one-size-fits-all approach to managing martech in…
Keeping up with shiny new tools is one of the most demanding jobs of marketing professionals in the age of AI. How do we keep up? How do we keep track? How do we keep our budget in check? How do we keep our sanity? While there is no one-size-fits-all approach to managing martech in…
If you’re concerned about the effectiveness of your lead generation strategy, you’re not alone. As we approach 2025, B2B marketers increasingly adopt data-driven strategies to refine their lead management processes and ensure they deliver sales-ready leads optimally. About 50% of marketers prioritize lead generation in their campaigns and 65% cite generating traffic and leads as…
This is a warning to all business professionals. If you’re an agency in the world of data collection (analytics, marketing, etc.), this might be a “shame on you” moment. Data is the lifeblood of all organizations. Without it, how can executives, business owners and managers make day-to-day and long-term decisions? Yet, for many organizations, the…
How is your marketing team using generative AI? Here are the results of a poll I did earlier this year: While this poll focused on email marketing professionals, the results align with trends across the broader marketing landscape. But from my experience, copywriting isn’t the most effective use of generative AI. Here are three areas…
Marketing and creative teams today are under pressure to do more with fewer resources while ensuring consistent branding. To succeed, businesses must rethink resource management and strive for higher operational maturity — often through a multishoring approach. A well-aligned talent strategy and streamlined operations are essential, as both directly impact the quality and performance of…
In a previous article, I outlined six core competencies for marketers working with marketing technology, including the first three: generalized system understanding, tool management and architecture vision. This article focuses on the next two interconnected competencies: capability assessment and tool procurement. Understanding capability assessment and tool procurement Once marketers understand how customer data flows through…
We make purchase decisions based on whether or not we trust brands. For low-cost items, we may be willing to take a risk, but for major purchases, trust is key. For B2B offerings, trust is the top selling point for decision-makers, as their motivation is almost always to avoid the blame that comes from making…
As an educator, marketing practitioner and leader of the Marketing Accountability Council, I’m noticing significant gaps in how I used to approach and teach market segmentation and the realities of our changing environment. What used to be a straightforward method of categorizing consumers based on demographics feels outdated. Today’s world is incredibly complex and divided,…
CMOs are working hard to bring the value of personalization to their customers and businesses, especially to build stronger customer relationships. But now, edge computing is kicking things up a few notches, enabling personalized, real-time interactions faster, more efficiently and more securely. Edge computing might sound like bougie sales jargon. However, capturing its potential could…