Martech: Marketing

A new era of personalization: The hyperconnected customer experience

We are entering a new year in martech where organizational metrics of success will increasingly be aligned with customer success metrics. In today’s age of dynamic digital disruption, consumers are becoming not just more connected, but hyperconnected. The growth of the Internet of Things (IoT) has meant that more and more customers are becoming hyperconnected

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‘Marketing doesn’t drive revenue, sales does’ (and other myths)

“Marketing doesn’t drive revenue — sales does.” Sound familiar? I can’t tell you the countless clients I have worked with who have made statements like that, illuminating their company’s narrow perspective on marketing as a cost center, not a revenue center. As I should hope we all know, no department can operate independently and effectively

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Why AI will help marketers usher in an era of extreme personalization

Remember when traditional marketing was overwhelmingly successful? Neither do I. In an era of great innovation, marketing still largely operates with legacy mindsets and technologies. Time, however, isn’t on the side of those who follow convention. Digital Darwinism is only accelerating, and those marketers who defy convention will shape the next generation. The good news

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