Tag Archives: Marketing

3 steps to building a three-star marketing technology function

That’s three Michelin restaurant stars, so that’s as good as it gets. Kim Davis on May 24, 2023 Marketing organizations are using less and less of their martech stack’s capabilities. Gartner research suggests around 42% of the stack’s potential is utilized, startlingly down from 58% in 2020. There’s a significant cost too associated with paying … Continue reading 3 steps to building a three-star marketing technology function →

Email marketing is dying: 3 actions to help it survive (and thrive)

Email Marketing Mistakes

Email is the most effective marketing channel for many things. It’s also the one customers feel most overwhelmed by. Here’s how to change that. Matt Moorut on May 24, 2023 Email marketing is a fundamental element of marketers’ toolkits. New Gartner research shows it as the most effective channel across multiple stages of the buying … Continue reading Email marketing is dying: 3 actions to help it survive (and thrive) →

Marketing Meter: Brands Have Trouble Measuring ROI Across Channels

Marketing Statistics

Marketing Meter: Brands Have Trouble Measuring ROI Across Channels by Ray Schultz , Columnist, May 23, 2023 Most marketers expect their budgets to increase this year. Sixty-four percent say they anticipate budget increases, according to Nielsen’s 2023 Annual Marketing Report, a study released Tuesday. But will they know if they are getting what they’re paying … Continue reading Marketing Meter: Brands Have Trouble Measuring ROI Across Channels →

Leverage the Synergy Between Inbound & Performance Marketing

Marketing Performance

Andrew Marsh | May 23rd, 2023 Leverage the Synergy Between Inbound & Performance Marketing The either/or mindset no longer serves your organization’s best interest. Leveraging the combined effect of inbound and performance marketing is the key to achieving quality and quantity in leads and sales. Both of which are essential to maximizing ROI. To find … Continue reading Leverage the Synergy Between Inbound & Performance Marketing →

How to Calculate the Return on Investment (ROI) of a Marketing Campaign

Technology

How to Calculate the Return on Investment (ROI) of a Marketing Campaign Ross Kernez / 20 May 2023 Return on Investment (ROI) is a metric that measures the profitability of an investment. In the arena of marketing, ROI is used to measure the effectiveness of a marketing campaign. By calculating the Return on Investment … Continue reading How to Calculate the Return on Investment (ROI) of a Marketing Campaign →

The 4 categories of AI that impact marketing: Generative AI

Marketing Automation

Here’s what you need to know about generative AI in marketing and why it’s worth paying attention to. Greg Kihlstrom on May 19, 2023 It’s almost impossible to ignore the impact of artificial intelligence on businesses today. The marketing industry is no exception. From ChatGPT’s rise as the fastest-growing platform of all time to near-constant … Continue reading The 4 categories of AI that impact marketing: Generative AI →

How to scale the use of large language models in marketing

Language Tools

Learn ways to scale the use of large language models, the value of prompt engineering and how marketers can prepare for what’s ahead. Angel Niñofranco on May 18, 2023 Generative AI and large language models are set to change the marketing industry as we know it. To stay competitive, you’ll need to understand the technology and how it … Continue reading How to scale the use of large language models in marketing →

5 tips for balancing ‘push’ and ‘pull’ in content marketing

Content Marketing

Learn the difference between promoting engagement and pushing sales in your content and how to do them right. Michael Brenner on May 18, 2023 The health of your business is highly dependent on your marketing strategy. In turn, your marketing strategy’s success depends on your content’s quality and substance. Customers overwhelmingly rely on a company’s … Continue reading 5 tips for balancing ‘push’ and ‘pull’ in content marketing →

3 key categories of a high-performing marketing organizational structure

Marketing Performance

Here’s how to design an organizational structure that guides your people to deliver on your firm’s unique vision and strategy. Brian Kessman on May 17, 2023 In earlier parts of this series, I have covered two out of five interconnected points of a framework for designing a high-performing marketing organization: Proposition. How do you align … Continue reading 3 key categories of a high-performing marketing organizational structure →

The gender pay gap in marketing: Should women be more assertive or the market be more responsive?

Wage Gap

The gender pay gap persists in marketing as well as many other careers. Here’s actionable advice on combatting it. Jenny Romanchuk on May 17, 2023 Year by year, our MarTech Salary and Career Survey has exposed a persistent pay gap between respondents identifying as women and respondents identifying as men. The gap is manifest right … Continue reading The gender pay gap in marketing: Should women be more assertive or the market be more responsive? →