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
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
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 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
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?
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
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
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?
As the metaverse hype cycle wanes, marketers will target specific technologies that add value to their plans and strategies. Chris Wood on January 10, 2023 The metaverse talk over the last year unlocked the creativity of marketers to imagine how they will engage customers in the digital, virtual future. In the year to come, … Continue reading 2023 predictions: How marketers will approach web3, virtual experiences and gaming this year
Marketing automation platforms offer some common core capabilities, but vendors are looking to differentiate their offerings with a range of more advanced features. Pamela Parker on January 9, 2023 What factors are driving marketing automation platform use, and what capabilities do MAPs provide for B2B marketers? MAPs help businesses identify potential customers and automate the … Continue reading What is marketing automation and how can it help B2B marketers?
