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, …
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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 …
The tech world is full of what appear to be odd partnerships, and some of the announcements at last week’s Dreamforce conference put that on full display. Everyone knows Salesforce wants to be synonymous with AI — and agentic AI in particular. It opened Dreamforce with the introduction of Agentforce 360, the latest version of …
Read more “Why is Salesforce partnering with the biggest names in AI?”
You’re competing against national brands with million-dollar marketing budgets. The advice you keep hearing? “Use the same tools they use.” You sign up for tools built for enterprise operations — and suddenly you’re drowning in features you don’t need, integrations that don’t work and subscription fees that add up faster than your leads. That’s where …
Read more “Building a martech stack that fits local business reality”