In the world of email marketing, there are two types of professionals: those who concern themselves with what makes up a good email and those who concern themselves with what makes an email. Both are important and deserve study by anyone who considers themselves to be an expert email marketer. One of the many things […]
An email marketer’s top-level guide to DMARC, your best anti-phishing tool Read More »
When people think about computer vision (sometimes called “machine vision”), they often think of smartphones and autonomous cars. Snapchat can give you a puppy dog face thanks to facial recognition (a subset of machine vision). Autonomous cars can identify a human walking across a street. But did you know that machine vision plays a role
How computer vision may impact the future of marketing Read More »
The evolution of Scott Brinker’s iconic Marketing Technology Landscape graphic since 2015 tells the tale of an industry rapidly evolving and bursting at the seams. That was the year the number of martech companies doubled year over year to nearly 2,000 vendors, all the way from just 150 when he began illustrating the proliferation of
Becoming a martech mastermind: Agility, proficiency and accountability Read More »
If you think self-driving marketing platforms are like self-driving cars, analyst David Raab disagrees. (He will be participating in a presentation on “Self-Driving Campaigns” at our MarTech Conference in October.) Self-driving cars, safely maneuvering through every conceivable traffic condition the world can deliver, are further along and essentially exist, he told me recently. But the
We’ll have self-driving cars before we have self-driving marketing platforms Read More »
For marketers, messaging technology options abound out there, from complete marketing clouds to channel-specific options, such as email service providers (ESP) or push platforms. They all were designed around a particular customer and set of use cases, and their current versions often reflect that starting point and the evolution of their customer strategy. In one
Where marketing clouds need to go Read More »
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
5 tools to take your marketing automation to the next level Read More »
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
Get into the email automation game Read More »
“The customer is always under warranty,” Spotify VP of Growth Mayur Gupta told me. Of course, he was speaking figuratively to emphasize his view that modern brands need to continually pay attention to their customers. In other words, he said, businesses’ need to re-evaluate what is meant by “customer relationship management.” CRM — which falls
CRM is much more than off-the-shelf software Read More »
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
Why your company probably needs to invest in branding Read More »
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
Meet today’s CMO: Multisport athlete Read More »
