Later’s acquisition of Mavely signals influencer marketing upstarts will defend their turf from big agencies. Mike Pastore on January 3, 2025 Influencer marketing and social media management platform Later announced Friday it acquired Mavely for $ 250 million. Mavely has a network of more than 120,000 creators who the company says drove more than … Continue reading The influencer marketing space kicks off 2025 with another acquisition
Most change management is stunningly ineffective. Here’s a middle-out approach that could improve your outcomes. Mike Pastore on January 2, 2025 Marketing teams make changes all the time. But to make big changes in marketing, like using your tech stack more effectively, decreasing your time to market or improving campaign outcomes, a concerted effort … Continue reading It’s time for a better approach to change management in marketing
Reflect on the impact of AI on 2024 but also consider what comes next in 2025. Jay Mandel on December 30, 2024 As 2024 comes to a close, it’s impossible to ignore the central theme that has shaped marketing and technology this year: artificial intelligence. From breathtaking advancements in generative models to bold proclamations … Continue reading Lessons from AI’s 2024 rise and a pragmatic path for marketing in 2025
Gen Z demands authentic, sustainable and community-driven marketing. Here’s how brands can meet them where they are. Shama Hyder on December 18, 2024 In two decades of guiding B2B enterprises through digital trends and transformations, I’ve witnessed seismic shifts in consumer behavior. None of them quite compare to what we’re seeing with Gen Z. … Continue reading How Gen Z values are changing marketing
Drowning in data? Make the most of generative AI by turning marketing challenges into growth opportunities. Jaimon Hancock on December 18, 2024 The rise of generative AI has fueled an explosion of data, creating immense potential for marketers. However, navigating this abundance requires sophisticated tools to extract actionable insights from the noise. With insights … Continue reading The AI-powered path to smarter marketing
2025 will be tough, but it’s time to be able to answer the C-suite’s questions about the role marketing plays in the GTM eco-system. Mark Stouse on December 17, 2024 2025-26 will be the years when what you don’t know will really, really hurt you. That’s a generally true statement, but it’s especially true … Continue reading It’s time for B2B marketing to understand its GTM role
Apple’s new operating system brings big changes to how people get and interact with their email. Constantine von Hoffman on December 17, 2024 Apple is expected to release iOS 18 publicly this year, and it includes significant changes to Apple Mail. That means big changes to email marketing strategies. Here’s a look at the … Continue reading How to get your email marketing ready for iOS 18
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: How to build personas for ABM campaigns. MarTechBot on December 16, 2024 Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from … Continue reading Creating personas for account-based marketing (ABM): Best of the MarTechBot
Breaking down silos with unified goals and incentives boosts productivity, accountability, and long-term success. Greg Kihlstrom on December 13, 2024 What if all teams were truly working toward the same goal? Often, it feels like everyone is on separate paths, not fully aligned to reach the same destination. For example, the social media team … Continue reading How shared goals and incentives improve marketing results
Combining SMS with email unlocks more opportunities for customer engagement and higher revenue. Here’s how to do it right. Alexander Melone on December 12, 2024 About 65% of the world’s population use text messaging, so it’s no wonder SMS marketing is growing at a staggering rate. To get the best out of this, your … Continue reading Why syncing email and SMS is critical to marketing success
