It’s been about 14 years since martech emerged, and in that time, companies have spent billions trying to capture its transformational promise. Some have succeeded, but many can’t get it to deliver strategic business outcomes, like revenue growth and customer satisfaction. Can AI change that? Yes, according to a new McKinsey & Company report, which …
Read more “From tech tangle to growth engine, martech gets a do-over”
Customer data platforms (CDPs), long associated with B2C brands, are becoming essential to the B2B martech stack. Industry analysts now recognize B2B CDPs as an emerging category — with dedicated Forrester and Gartner reports underscoring their growing relevance. For B2B organizations, the need is clear. Long sales cycles, complex buying groups and fragmented data make …
Read more “5 ways a B2B CDP transforms your marketing and sales alignment”
Most B2B nurture campaigns are set up to slowly lose a lead. You know the type — 10 emails, four blog posts, three whitepapers, one webinar recording, two soft CTAs, zero replies. Sending someone a 10-email sequence after a webinar isn’t nurturing. It’s spamming — and it’s lazy. I’ve seen this play out more times …
For years, marketers chased the promise of true one-to-one personalization — the ability to connect with each customer as an individual, at scale. Many of their strategies stalled, constrained by rigid segments, siloed data and resource constraints. Today, AI is changing the game. No longer confined to static personas or pre-set journeys, next-generation AI systems …
Read more “Reinventing your personalization and orchestration with AI”
Marketers are collecting more data than ever before in the rush to be data-driven, but the amount of data is overwhelming, especially for small teams that don’t have access to data scientists. In this conversation with Anssi Rusi, CEO of Supermetrics, we dive into the challenges marketing teams face with their data and whether AI …
Marketers are trained to look for what makes their brand different — to find the rational reason someone should choose them over everyone else. But what if that instinct is no longer working? In the ‘90s sitcom “Seinfeld,” Jerry’s friend George Costanza reaches that same kind of breaking point. Nothing in his life is going …
Marketers’ confidence in measurement has plateaued at a time when it should be rising, according to new research from TransUnion and eMarketer. The research, “The True Cost of Trust in Marketing Measurement,” found 62% of the marketers surveyed have some confidence in their performance metrics, but 54% reported no change in confidence year over year, …
Read more “Marketers say their trust in measurement is stalled”
A few months ago, I sat in on a customer success call where our CSM guided a new client through onboarding. She anticipated questions before they surfaced, addressed concerns proactively and explained complex features in plain language. By the end of that call, I had a list of seven recurring questions — the same ones …
Read more “How to turn internal docs into content that converts”
Google officially killed its Privacy Sandbox, the once-flagship initiative aimed at replacing third-party cookies with privacy-preserving ad technologies. Privacy Sandbox was Google’s answer to growing privacy regulation and industry backlash against cross-site tracking — but its complexity, limited adoption and regulatory scrutiny stalled momentum. In a blog post Friday, Anthony Chavez, VP of privacy sandbox, …
Read more “Google’s Privacy Sandbox: What you needed to know, before its demise”
We’ve updated this guide with information on LinkedIn’s conversion lift testing. Using LinkedIn personally is very different from using it for marketing. Fully understanding the business social media site can boost your marketing efforts, but there is a lot to learn. To help you, we’ve put together this guide. Listen to an AI-generated deep dive …