I recently worked with a very well-known “unicorn” (a private company valued at more than $1 billion by investors). The unicorn’s founder proudly told me that they were building their own AdWords campaign management software and that they had even hired an engineer from Google’s AdWords team (because, you know, one engineer probably knows the […]
The great martech debate: Build vs. buy Read More »
By now, we can all agree — digital has changed everything. So, it only makes sense that digital is responsible for blurring the lines between the marketing strategies of business-to-business (B2B) companies and those of business-to-consumer (B2C). Now that we can reach individual customers at scale, we have to start treating every customer as a
Forget B2B and B2C; the future of marketing is P2P Read More »
Buckle in. Marketing — and your entire organization — is about to be overwhelmed with stiffer data privacy regulations around the globe. The poster child for this movement is GDPR, the European Union’s General Data Protection Regulation. As a marketing leader, you’ll be spending hundreds of hours with the legal eagles and the data teams
Is GDPR the Y2K for B2B marketing? And how to use it to your advantage Read More »
When it comes to ad serving, DoubleClick Campaign Manager (DCM) is by far the most widely used product. The ad-serving wars have been fought, and DCM won the biggest piece of the pie. But when the number one product in a category doesn’t even define itself by the category it’s in, something is going on.
Unbundling the ad server Read More »
Most chief marketing officers will agree that building a marketing technology stack is a key priority when setting out to develop strategies that will drive measurable success and a demonstrable return on investment. While that may be the case — and while it’s true that a technology stack is a critical part of any marketing
Balancing product inputs and performance outputs Read More »
At the recent MarTech Conference in Boston, I got a chance to sit in on the opening morning’s fireside chat between Dun & Bradstreet Chief Marketing Officer Rishi Dave and conference chair Scott Brinker. One of the main points of their discussion was how data should underpin all things marketing within an organization. That includes
The key drivers of growth Read More »
The recent Microsoft Ignite event in September told us a lot about the direction technology is going — and specifically how it will impact marketers. Microsoft emphasized two trends that will have a significant effect on marketers. The first is an effort to make artificial intelligence (AI) and machine learning available to the masses. The
Microsoft’s LinkedIn integration, AI and what it means for marketers Read More »
Having the right marketing stack is just one component of a successful marketing operations department in your organization. Having great people and executing a best-in-class process completes the three circles of the martech Venn diagram for success. Marketing ops departments are often bogged down in one of two scenarios: (1) There aren’t any clearly defined
How marketing ops can deliver value to the C-suite Read More »
Marketing operations (MO) as a dedicated, funded and strategic capability has exploded across B2B marketing organizations. Driven by traditional marketing’s poor response to changes in technology, customer behavior and use of data for decision-making, the marketing operations function is not only filling the gap, but also creating a competitive advantage for organizations by enabling change
3 seismic shifts, Part 2 Read More »
Are you tired of hearing how beacons are the next best thing? They’ll be the greatest because marketers can send real-time push alerts when someone walks through the door, right? I’m tired of those articles as well, and there’s a reason you hear much less about beacons than you did two years ago: Beacons lost
Reframe your thinking about the beacon opportunity Read More »
