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Eighty-three percent of Chinese business decision-makers say their organizations are using AI. This contrasts with the U.S. (65%) and the U.K. (70%). However, closer questioning reveals that U.S. organizations are ahead in terms of genAI maturity, having fully implemented solutions. These statistics come from an extensive global survey of 1,600 decision makers in genAI strategy or data analytics in organizations across key sectors conducted by Coleman Parkes for data management and analytics ven
Who doesn't love a meme or pop culture moment? Especially when it seems like all of the internet wants to be a part of a collective memory or joke. Leveraging trending pop culture references can be a goldmine for brands looking to connect with their audience. As I'm writing this, you may have someone from.
Predictive AI (predictive analytics) has the lowest barrier to entry of any artificial intelligence technology. It is a proven use case that makes introducing AI into your organization seamless and more likely to succeed. The predictions made by predictive AI drive millions of decisions every single day. This technology can quickly process data and give marketers accurate and meaningful predictions about consumer behavior.
In our recent State of Martech 2024 report — which is free and now fully ungated — Frans Riemersma and I analyzed a ton of transformation happening across the martech industry, from the AI-powered explosion of the martech landscape to three counterintuitive truths of “composability” in martech stacks. Two of our most important findings, however, were the prioritization and adoption of foundational capabilities that are necessary for marketing to harness the full power of AI: A unifie
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
Maintaining an ethical approach to advertising is key if you work in marketing. Ethical branding shows that you care about the needs of your audience and take your social responsibility seriously. Utilizing shady marketing techniques -- like manipulative pricing and false claims -- can land you in hot legal water and damage your reputation, too. This is a serious issue if you are marketing a growing brand and are trying to capture a share of the target market for yourself.
Change is constant, but one thing is certain: hype cycles grab attention and influence budgets, for better or worse. Artificial intelligence (AI) is just the latest enterprise fixation, but it won’t be the last. Additionally, AI is too broad a term to focus on, with generative AI taking much of the oxygen in conversations, yet with other forms of artificial intelligence, such as predictive analytics and robotic process automation (RPA), having a larger existing footprint.
No marketing technology series would be complete without discussing the ever-important measurement of success or KPIs. I have been writing about KPIs and ROI my entire career, with the topic becoming especially hot and heavy during the dawn of social media. I recall discussing the topic at a digital marketing dinner about 15 years ago, where after several glasses of wine, the bold consensus was to forget direct ROI and instead find inherent value in the new relationships we could garner on socia
No marketing technology series would be complete without discussing the ever-important measurement of success or KPIs. I have been writing about KPIs and ROI my entire career, with the topic becoming especially hot and heavy during the dawn of social media. I recall discussing the topic at a digital marketing dinner about 15 years ago, where after several glasses of wine, the bold consensus was to forget direct ROI and instead find inherent value in the new relationships we could garner on socia
Deliverability may not be the most interesting part of email marketing, but it is the most important. It doesn’t matter how good your creatives or offers are if they never get to the email inbox. Getting to the inbox is getting tougher. Earlier this year, Google and Yahoo started enforcing new requirements for bulk email senders. Fortunately, the requirements help reputable email marketers by making best practices mandatory.
Did you know that you have your own intent data? You don’t need to buy it. If you are executing campaigns, especially in existing accounts, you have data that goes much deeper than you could buy. You just know where and how to look for it. Once you find it, you will realize that what has been sold or said to you about “signals” isn’t exactly true. The reality of intent signals As marketers, we’ve been told that there is a connection between a “signal” of a prospect seeking information with their
Brand trust is on the decline. The combination of rapidly emerging technologies, an abundance of misinformation and unethical data use have put consumers on edge. The trust metrics are proof. Only 30% of consumers trust companies highly, and only 61% trust business leaders to tell the truth. Trust is integral to long-term consumer loyalty. Without a relationship with a brand, what keeps customers returning or motivates them to advocate for your brand to their friends and family?
Lately, it seems like everyone is focused on AI. To summarize what I’ve read: AI is the panacea; problems will cease to exist and we’ll be more productive than ever if we just use AI. The reality is that, at least in marketing, AI is not new. We’ve been using it for years and its use continues to grow as new opportunities for automation appear with each advancement in AI capabilities.
what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks
Over the course of 150 years, manufacturing evolved from relying on skilled artisans and craftsmen to automated, computer-driven, flexible manufacturing systems. Marketing will do the same in less than 50 years as AI radically shifts the paradigm for markers. However, if marketers fail to adjust their overall marketing systems, productivity gains from AI can easily be lost.
If there’s one sentiment that’s rising to the top among marketers and marketing ops, it’s “I’m tired.” You see it on X, read it on LinkedIn and hear it in communities, conversations and threads. It’s time we address it head on. Marketing has always been a quick-moving and problem-solving type of role, but the rate of change and innovation, especially in the marketing technology space is causing marketers to band together in frustration.
To business executives and marketing professionals, everything is numbers. Watch the news and pay attention to when a broadcaster states a number. Reading, seeing or hearing numbers is easy. Blindly repeating them is easy. What’s hard is validating the data, understanding it and then putting it into a meaningful, useable format. Context matters in data analysis “Numbers out of context are just numbers!
In marketing, understanding what drives consumer behavior separates the strategic from the box-checkers. Behavioral economics, which combines insights from psychology and economics, provides the most valuable tools for marketers, second only to understanding the exact individuals they aspire to market to. By understanding how and why people make decisions, you can craft strategies that resonate deeply with their audience, leading to better engagement and increased conversions.
ZoomInfo customers aren’t just selling — they’re winning. Revenue teams using our Go-To-Market Intelligence platform grew pipeline by 32%, increased deal sizes by 40%, and booked 55% more meetings. Download this report to see what 11,000+ customers say about our Go-To-Market Intelligence platform and how it impacts their bottom line. The data speaks for itself!
In B2B demand generation , buyer groups have become more important than individual buyers. Traditionally, marketers focused on the buyer journey as if a single person handled research, evaluation and final selection. This approach assumed that targeting a CEO, CFO or CMO would likely result in a sale. However, in large organizations, this isn’t realistic.
The only constant in marketing is change. With new trends, technologies and techniques emerging almost daily, the importance of swiftly adapting only increases. Specifically, two connected areas in the marketing world have seen rapid evolution over the last few years: privacy and technology. The evolving landscape: Privacy regulations and technological advancements Privacy has become a growing concern in the global marketing landscape.
While 99% of marketers say they’re personally using AI, 67% say a lack of training remains a barrier to its adoption at work — three percentage points higher than in 2023, according to a new survey by The Marketing AI Institute. Just over a third of respondents (36%) said AI is now infused into their daily workflows — up 7 percentage points from last year, according to the 2024 State of Marketing AI Report.
Most U.S. digital ad platforms saw slowing ad spending last quarter, according to a new report from digital marketing agency Tinuiti. Amazon Sponsored Products, Facebook, Google search and Instagram all saw lower spending growth year-over-year in Q2 2024 than a quarter earlier. YouTube was the only major platform that saw an increase. The video platform saw a 28% increase in ad spend last quarter, compared to 18% in Q1.
Incorporating generative AI (gen AI) into your sales process can speed up your wins through improved efficiency, personalized customer interactions, and better informed decision- making. Gen AI is a game changer for busy salespeople and can reduce time-consuming tasks, such as customer research, note-taking, and writing emails, and provide insightful data analysis and recommendations.
Coca Gauff and Little Simz in a recent Bose campaign. Image: Bose. The 2024 Summer Olympics open in Paris on Friday. Gender parity was a stated goal , giving women athletes a bigger stage than ever before. In the U.S., sports fans will be watching all the competition, and much of this attention will be on the stars of women’s sports. What does this mean for marketers?
“How are summer vacations like email marketing?” “Both are more enjoyable when you delegate duties.” My body is back home where it belongs, but my heart is still on the beach, where I spent a wonderful 10-day vacation. It’s hard to have a bad time when the sun is shining, the drinks are flowing and the ocean is just a few steps away. But an idyllic setting and a congenial group of friends aren’t enough to make a vacation successful.
There’s a comforting truth to the adage, “Good things come to those who wait.” But waiting often feels synonymous with missing out. Passive waiting offers little in today’s fast-paced world. The key lies in planting seeds. This is about taking action while acknowledging the role of time. Not all seeds will flourish; some may wither and success is never guaranteed.
You’ve spent a lot of money on different martech tools. They’re all great in their own way and save you time. But something’s missing. Why can’t you get all your data in one place? This is a common problem with modern marketing tools. Each platform creates and holds its own data, leaving you with an archipelago of data islands. It’s almost impossible to get the deep insights that would reveal themselves if you could get all the data into one place.
In today’s ultra-competitive markets, it’s no longer enough to wait for buyers to show obvious signs of interest. Instead, sales teams must be proactive, identifying and acting on nuanced buyer behaviors — often before prospects are fully ready to make a purchase. In this eBook from ZoomInfo & Sell Better, learn 10 actionable ways to use these buyer signals to transform your sales strategy and close deals faster.
Business is a little sluggish for a number of martech vendors. They will tell you so themselves (just keep reading). Put the blame on interest rates. Put the blame on the well of VC money that is running pretty dry. Put the blame on pandemic-era spending sprees, during which many companies filled in the gaps in their tech stacks. But save some blame for a maturing market.
LinkedIn is preparing to roll out Accelerate, its AI-driven campaign tool, to all advertisers globally by early fall. It was originally made available in October 2023 to selected North American advertisers, but by the time of Cannes Lions in June this year it had achieved a 50% global rollout in beta. By the numbers: According to LinkedIn , Accelerate: Cuts campaign creation time from 15 hours to 5 minutes.
Data-driven insights tell an organization’s story. It makes sense that you’re already using project management metrics to ensure projects are on track, on time and on budget. However, if you’re using your project management data for only that, you’re probably not getting all the value you can from the metrics you’re capturing. Fundamentally, metrics enable insights into performance against goals.
A company’s website is more than just an online storefront in today’s digital age. C-level executives must understand its potential as a dynamic, always-on marketing engine that drives engagement, nurtures leads and fuels business growth. Here’s how to transform your website into a powerful marketing engine using advanced martech solutions and smart operational strategies.
As prospects define their problem, search for solutions, and even change jobs, they are generating high-value signals that the best go-to-market teams can leverage to close more deals. This is where signal-based selling comes into play. ZoomInfo CEO Henry Schuck recently broke down specific ways to put four key buying signals into action with the experts from 30 Minutes to President’s Club.
AI-driven search engines are revolutionizing how people search and interact with information online. Generative engine optimization (GEO) is how marketers can catch this wave. Here’s a guide to what it is and why it matters. Table of contents What is GEO? GEO vs. SEO: Similarities and differences How is GEO similar to SEO? How is GEO different from SEO?
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 MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content.
Summer is a time to get out of the house and maybe on the road. It’s filled with activities like long-distance vacations, trips to the beach and farmers’ markets. Digital out-of-home (DOOH) advertising’s dynamic content and precision targeting capabilities make it perfect for reaching audiences at this time of year. Here’s why DOOH is the ticket to this summer’s marketing success.
Star athlete and former San Francisco 49ers quarterback Colin Kaepernick is no stranger to the cutthroat world of media. After being blackballed by the NFL for protesting police violence against Black communities, he's become a civil rights activist, which has informed the businesses he's founded. In 2020, he started Kaepernick Publishing to emphasize minority voices.
Sales and marketing leaders have reached a tipping point when it comes to using intent data — and they’re not looking back. More than half of all B2B marketers are already using intent data to increase sales, and Gartner predicts this figure will grow to 70 percent. The reason is clear: intent can provide you with massive amounts of data that reveal sales opportunities earlier than ever before.
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