Martech Column

5 tools to take your marketing automation to the next level

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

Automation helps companies save time, scale faster and reduce the damage caused by human error in their customer acquisition pipelines. Approximately 84 percent of businesses that invest in marketing automation are seeing results that they classify as successful, according to research from Ascend2 (PDF). Thanks to automation, businesses can swiftly eliminate inefficient back-and-forth and tedious tasks […]

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Navigating the crowded seas of marketing technology solutions

A-From MTT, Channel: Martech: Management, Martech Column, SEO BLOG /

Marketers everywhere totally freaked out last year when Scott Brinker published the 2016 edition of his Marketing Technology Landscape Supergraphic. They had every right to: The list of marketing technology companies exploded to 3,874 from 1,876 just the year before. That’s incredible. If you spent just one minute Googling each one of those companies to

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Get into the email automation game

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

Only 33 percent of marketers who use automated programs rate their efforts as “very successful,” according to a recent study (PDF) that Adestra, my employer, did in partnership with Ascend2 research. Because I’m a big believer in marketing automation, I worry about the 67 percent of marketers who aren’t seeing the same results. How can you beat

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Influencers vs. thought leaders and the rise of image analytics

A-From MTT, Channel: Martech: Social, Martech Column, SEO BLOG /

Let’s start with a question: Are influencers and thought leaders the same? I’ve found myself thinking about this quite a bit recently, and the easiest answer I can provide is “no.” They’re different — and this wasn’t always the case. Whenever a new medium has emerged, certain people have always risen above the masses with

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Why your company probably needs to invest in branding

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

If you’ve been in the B2B marketing business for fewer than 15, you’ve been operating in the first generation of data-driven marketing’s golden age. The internet and the tools we use to leverage it give us the ability to be more fact-led than ever. And yet, despite the huge proliferation of powerful enablers, there remains

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Meet today’s CMO: Multisport athlete 

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

The CMO’s role has been continuously evolving. The sheer volume and the speed of access to information have prompted a shift in B2B purchasing behaviors. With new channels and platforms regularly entering the landscape, the underlying technologies have evolved to follow an increasingly complex buyer journey and assist marketers doing business every day in the

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The one martech metric that really matters: Customer lifetime value

A-From MTT, Channel: Martech: Analytics & Data, Martech Column, SEO BLOG /

What is your company’s competitive advantage? It’s a simple question but a difficult one to answer. And it’s getting more difficult to answer by the day. Building a competitive advantage in today’s hypercompetitive world is elusive. Traditional sources of a competitive advantage are no longer sustainable or relevant. Lower prices are easily replicated in real

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Part 3 — Assembling your team members

A-From MTT, Channel: Martech: Management, Martech Column, SEO BLOG /

Image Credit: EvrenKalinbacak / Shutterstock.com Welcome to part 3 of “A Nine Part Practical Guide to Martech Enablement.” This guide is focused on outlining a process for building a data- and technology-driven marketing organization within your company. In Part 1 of this guide, I outlined the case for a process to take full advantage of marketing

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The 3 undisputed truths about lead nurturing

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

There’s no shortage of resources available on best practices for generating leads. Today, you can find a sea of advice on landing page optimization, content marketing and more. When the water gets murky, nurturing your leads is the next step in the marketing and sales funnel. You can uncover new leads all day, but the

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