Tag Archives: Marketers

Marketing mix modeling: A marketer’s guide

With increased pressure to prove the value of marketing, it’s time to revisit the MMM approach. Jason McNellis on March 2, 2023 Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “triple squeeze,” making everything more expensive. And although marketing budgets, as … Continue reading Marketing mix modeling: A marketer’s guide →

ChatGPT: Marketers Missing Online Review Opportunities

ChatGPT

ChatGPT: Marketers Missing Online Review Opportunities by Laurie Sullivan , Staff Writer @lauriesullivan, February 24, 2023 Consumers view online reviews as a two-way dialogue, building a bond with brands. They expect an answer from the brand and are more than happy to explore new review methods to keep in touch. A lack of response by the … Continue reading ChatGPT: Marketers Missing Online Review Opportunities →

Only 25% of marketers report having all the data needed for personalization

Data Personalization

Only 19% of those surveyed felt strongly that they had the right technology to execute on personalization efforts. Constantine von Hoffman on February 24, 2023 Only 25% of marketers say they have all the data they need to execute on their personalization strategy, according to a new report from marketing researchers Ascend2. Further, only 19% … Continue reading Only 25% of marketers report having all the data needed for personalization →

5 reasons why marketers should consider TikTok for B2B

TikTok Marketing

Think outside the box and consider using TikTok to reach new audiences, strengthen your brand identity and increase awareness. Michael Brito on February 22, 2023 The rise of TikTok has been nothing short of revolutionary. Since its launch in 2016, the platform has multiplied and boasts over one billion monthly active users worldwide. With an … Continue reading 5 reasons why marketers should consider TikTok for B2B →

3 best practices for B2B ABM marketers

B2B SEO

Full-funnel strategies for using data and insights to engage your top B2B prospects. Chris Wood on February 21, 2023 B2B marketers use account-based marketing (ABM) strategies to engage the right decision makers within prospective organizations. These strategies can help marketers gain a competitive edge when they’re run with the right data. Leading with awareness The … Continue reading 3 best practices for B2B ABM marketers →

Why More Marketers Should Embrace Product-Led Growth Mindset

Product Management

Why More Marketers Should Embrace Product-Led Growth Mindset by Ana Penicaud , February 8, 2023 As constant industry changes put a strain on traditional working, it’s crucial companies think about holistic growth in order to maximize their media budgets and shift their strategies to one collective objective. While it’s important to have expertise in user … Continue reading Why More Marketers Should Embrace Product-Led Growth Mindset →

Does ChatGPT pose an existential threat to marketers?

ChatGPT

Great marketing takes intelligence that AI does not yet have and still makes us humans a necessary part of the formula for breakthrough work. Chris Schermer on February 8, 2023 Welcome to my first column for MarTech, where I will immediately and publicly admit I’m suffering through an existential crisis that began on November … Continue reading Does ChatGPT pose an existential threat to marketers? →

How CTV can deliver market research for B2B marketers

CTV Advertisement

Here are some ways B2B marketers can use CTV ad campaigns to find audiences and test creative. Chris Wood on February 3, 2023 Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, … Continue reading How CTV can deliver market research for B2B marketers →

Failure to get the most out of data clean rooms is costing marketers money

Data Management

Less than a third are using clean rooms data for attribution. ROI/ROAS measurement, or media/marketing mix modeling. Constantine von Hoffman on January 25, 2023 Despite the widespread use of data clean rooms (DCR), less than a third of marketers are leveraging DCRs’ full capabilities, according to a new report. Nearly half (47%) of marketers are … Continue reading Failure to get the most out of data clean rooms is costing marketers money →

What is a CDP and how does it give marketers the coveted ‘single view’ of their customers?

Content Management Tools

Customer data platforms give marketers control over data collection, segmentation and orchestration through out-of-the-box integrations that rarely require IT or developer involvement. Pamela Parker on January 17, 2023 Customer data platforms (CDP) are marketer-managed systems designed to collect customer data from all sources, normalize it and build unique, unified profiles of each individual customer. The … Continue reading What is a CDP and how does it give marketers the coveted ‘single view’ of their customers? →