Category Archives: Marketing Guide

Keurig and the challenges of remaining non-partisan in a polarized marketplace

Being truly apolitical is no longer an option. Greg Sterling on November 13, 2017   An opinion piece in Ad Age argues that brands should remain non-partisan and should avoid “steering clear of right-leaning sites.” It depends on what you mean by “right-leaning sites,” but that’s now easier said than done. A case in point … Continue reading Keurig and the challenges of remaining non-partisan in a polarized marketplace

Closing the marketing skills gap: 3 talent acquisition strategies, Part 3

In Part 3 of a series on the strategic marketing operations leader, contributor Debbie Qaqish discusses the challenges of finding the right talent and outlines three strategies to help you build a high-performing team. Debbie Qaqish on October 20, 2017       Part 1: Rise of the strategic marketing operations leader Part 2: DNA … Continue reading Closing the marketing skills gap: 3 talent acquisition strategies, Part 3

How marketing ops can deliver value to the C-suite

Contributor Peter Ladka recaps a presentation at the Martech Conference in Boston on the processes and capabilities that will help marketers consistently prove the value of marketing’s contribution to the organization. Peter Ladka on October 9, 2017   Having the right marketing stack is just one component of a successful marketing operations department in your … Continue reading How marketing ops can deliver value to the C-suite

Martech enablement series: Part 9 — Bringing it all together!

In the final installment of a nine-part series, contributor Peter Ladka wraps up by discussing what we’ve learned about the martech enablement process and how to evaluate your progress in transforming your marketing organization. Peter Ladka on October 5, 2017   Welcome to Part 9 of “A Nine Part Practical Guide to Martech Enablement.” This … Continue reading Martech enablement series: Part 9 — Bringing it all together!

With Snap Accelerate, Snapchat pursues mobile startups that built Facebook’s ad biz

Snapchat’s program aims to win over mobile startups looking to acquire new users, the same type of advertiser that helped newly public Facebook overcome its ad problems. Tim Peterson on October 4, 2017   A newly public company with mounting concerns over the viability of its advertising business, Snapchat in 2017 resembles Facebook in 2012. … Continue reading With Snap Accelerate, Snapchat pursues mobile startups that built Facebook’s ad biz