Tag Archives: Marketing

Why you should add predictive modeling to your marketing mix

Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more. Jessica Hawthorne-Castro on January 31, 2024  Predictive analytics provides a solid foundation for data-driven decision-making for marketing campaigns. But while most marketing leaders already use some form of predictive analytics, specifically predictive modeling, many still struggle to … Continue reading Why you should add predictive modeling to your marketing mix

How one tech company is doing marketing without cookies

Sentry.io shares its story of what went right and wrong getting rid of cookies and how they’re now doing marketing. Constantine von Hoffman on January 30, 2024 How do you do digital marketing without third-party cookies? How will it impact your marketing and your marketing technology? Despite several years of warnings, half of marketing professionals … Continue reading How one tech company is doing marketing without cookies

How generative AI is impacting email marketing software

Email marketing and the software that supports it are well-established, but that doesn’t mean the space is standing still. Generative AI is having an impact. Pamela Parker on January 24, 2024 Advancements in machine learning, predictive AI and generative AI are helping marketers do more with the data they have. Many vendors had already incorporated … Continue reading How generative AI is impacting email marketing software

Why above-the-line marketing isn’t above accountability

  By Tim Ringel January 19, 2024 Allow me to say this as clearly as possible:  There’s no longer an above-the-line or below-the-line in marketing and advertising.  The accountability lines between above-the-line marketing (actions that focus on awareness-building, sentiment, and recall), and below-the-line marketing (directed at activities like promotions, couponing, and direct response), are merging.  … Continue reading Why above-the-line marketing isn’t above accountability

5 secrets of streamlining marketing workflows

Boost marketing collaboration and efficiency with streamlined communication, smart governance, work automation and more. Amy Strickland on January 17, 2024 Marketing today involves complex workflows and processes, matrixed stakeholders and a mandate to execute at the speed of culture. Here, I’ve distilled five secrets from the world’s most agile and effective marketing teams on how … Continue reading 5 secrets of streamlining marketing workflows

From efficiency to efficacy: 2024’s B2B marketing revolution

2024 calls for a deeper analysis of marketing initiatives, focusing on outcomes and finding the 200% better idea. Mark Ogne on January 12, 2024 As we slide into 2024, B2B marketing leaders face new challenges: deals are harder to close, budgets are shrinking, and expectations are rising. It’s a challenge beyond being more efficient with … Continue reading From efficiency to efficacy: 2024’s B2B marketing revolution

4 common pitfalls in failed agile marketing transformations (and how to avoid them)

To truly transform a marketing department to agile, you’ll want to watch out for the common failure points that have hindered other companies. Stacey Ackerman on January 3, 2024 Transforming your marketing department from a traditional model to an agile one is not an easy journey. Still, it can be accomplished if you avoid the … Continue reading 4 common pitfalls in failed agile marketing transformations (and how to avoid them)