Martech
AUGUST 2, 2024
Nature is a genius at adaptation. For over three billion years, organisms acclimated to the earth’s evolving environment with elegant strategies. The annual marketing plan’s reputation isn’t quite as respected. It’s an activity usually faced with dread. However, planning works better if marketers take a cue from how nature approaches change. “Oh, goodie!
illumin
AUGUST 27, 2024
With the summer flying by, it’s time to look ahead to what retail trends will take the lead in fall 2024. The previous year proved difficult for retailers, with low consumer confidence and increasing cost of living tightening shoppers’ purse strings. But it seems that tough times are starting to wane. Goldman Sachs reports in its 2024 economic forecast that inflation is easing and consumer confidence is, slowly but surely, on the rise.
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Chief Martech
AUGUST 25, 2024
For 13 years of the ever-expanding martech landscape , conventional wisdom has predicted that our industry would consolidate. That conventional wisdom has failed spectacularly. Or more accurately, the conventional wisdom of the software industry from 10, 20, 30 years ago has been disrupted by new dynamics, in a new environment. The barriers to creating software are a fraction of what they once were — and are rapidly shrinking further with AI.
Adweek
AUGUST 12, 2024
Last September, in an initiative called the Helpful Content Update, Google made many changes to the algorithm that powers its search results. Despite its innocuous name, the update dramatically reshaped the search landscape, throttling traffic to smaller, independent websites while increasing the visibility of others, according to Ewen Finser, the founder of growth agency ReddVisible.
Advertiser: ZoomInfo
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.
Martech
AUGUST 20, 2024
Warren Buffett, a towering figure in the financial world, voiced his concerns about artificial intelligence during his annual meeting in May. He compared AI to the development of nuclear weapons: “We let a genie out of the bottle when we developed nuclear weapons. AI is somewhat similar — it’s part way out of the bottle.” This underscores the potential risks and benefits that AI presents to society.
Martech
AUGUST 14, 2024
Left to right: Lilit Davtyan, CEO, Phonexa and Kristen Haines, CEO, MailCon kick off MailCon New York 2024. Image: MailCon. A year of changes requires a shift in tactics for email marketers. At the start of the year, Yahoo and Google issued new rules for bulk email senders. Now marketers have to decide what steps they need to take to avoid getting emails rejected in the “post-Yahoogle” era.
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Martech
AUGUST 8, 2024
Does your consumer product have AI? Do yourself a favor and don’t tell anyone. A study of 1,000 people found products described as having AI were consistently less popular than those that weren’t. “When AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions,” said lead author and Washington State University clinical assistant professor of marketing Mesut Cicek in a statement. “We found emotional trust plays a critical role in how consume
Martech
AUGUST 19, 2024
Reaching your B2B audience gets challenging each year as competition increases and digital trends evolve. New technologies and changing buyer behaviors demand that marketers stay adaptable and innovative. For small teams, account-based marketing ( ABM ) simplifies targeting and maximizes budget impact. The benefits of programmatic ABM for small B2B marketing teams ABM presents multiple benefits for small B2B marketing teams striving to optimize resources and drive engagement.
Martech
AUGUST 19, 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 MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content.
Martech
AUGUST 5, 2024
Google Ads continues to experience a significant outage affecting multiple reporting tools and product management features. Why we care. This outage impacts advertisers’ ability to manage campaigns and access critical performance data. The problem, first reported Friday, initially looked like this: Down: Report Editor, Dashboards, Saved Reports in web interface.
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Martech
AUGUST 6, 2024
Consumers expect brands to understand their unique needs and deliver what they want seamlessly. What consumers don’t know is that staying connected with those needs is an uphill battle for marketers, especially in an ever-evolving digital landscape. For years, this meant relying on third-party data, mainly cookies, as the backbone of brand connection strategies.
Martech
AUGUST 7, 2024
The ability to have the tools and information to make data-driven decisions is no longer a “nice to have” but a necessity. Teams relying on gut instincts and anecdotal evidence for planning are falling behind more sophisticated brands using predictive analytics and data insights. Data-driven marketing is the right approach for running campaigns. However, the challenge lies in changing current behaviors and decision-making processes to incorporate better information.
Martech
AUGUST 26, 2024
I watched “OpenAI Sora’s first short film — ‘Air Head,’ created by shy kids,” when it debuted in March and assumed Sora would be publicly available in a few months. But it’s already August and only a limited number of visual artists, designers and filmmakers have been granted access to “gain feedback on how to advance the model to be the most helpful for creative professionals.
Martech
AUGUST 23, 2024
The connection between employee experience (EX) and customer experience (CX) is well-documented, with both anecdotal evidence and statistical data supporting the correlation. Research indicates that positive EX leads to superior CX, which in turn drives revenue growth and customer satisfaction. This relationship is demonstrated in companies where engaged employees deliver exceptional service, resulting in improved customer relations and business success.
Advertiser: ZoomInfo
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!
Martech
AUGUST 14, 2024
This is the second part of a series on using the 80%/20% rule to get the most from your martech stack. The first part is here. The Pareto Principle states that roughly 80% of outcomes come from 20% of causes. In martech terms, that means 20% of your tools drive 80% of your results. But how do you determine which tools are in that group? Here are seven strategies to do that. 1.
Martech
AUGUST 2, 2024
How much is a random person worth to your business? The answer changes dramatically as you gather more information. Let’s explore how customer value assessments evolve with data, using examples from probability theory to illuminate the powerful impact of information on business decisions. Assessing value with limited information Imagine that I called you out of the blue.
Martech
AUGUST 1, 2024
It is 2024, and we’ve all heard how AI can improve our email marketing efforts. But as we dive into generative AI tools like ChatGPT, it doesn’t take long to realize AI can yield lackluster results, inconsistent and off-brand content and campaigns that feel average. As AI use in business grows, too many companies and solo entrepreneurs try to use it to replace jobs.
Martech
AUGUST 12, 2024
Even the best CRM is nearly useless without clean data. Worse still, bad data creates huge costs for companies, like wasted labor, lost revenue, and higher customer churn. On the flip side, clean data lets you excel at tasks like prospecting, reporting, tracking capacity and ensuring your emails get delivered. Knowing where contacts are in their customer journey lets you see whether they should be handed off to sales or further nurtured by Marketing — and how to communicate with them when you do
Advertiser: ZoomInfo
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.
Martech
AUGUST 12, 2024
If only marketers could explore inside the minds of consumers, we might know what they really want. In the rapidly evolving landscape of digital commerce, understanding consumer behavior is key to staying ahead. Our upcoming webinar , based on Wunderkind’s 2024 Consumer Insights Report for Digital Commerce, is designed to give you a comprehensive understanding of the latest trends and actionable insights.
Martech
AUGUST 26, 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 MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content.
Martech
AUGUST 21, 2024
To lead and shape marketing technology strategies, marketers must master six core competencies. You can read about the first one, generalized system understanding, here. Today we’re looking at martech tool management. What is martech tools management? Let’s start with what martech tool management isn’t: It isn’t about technical setup or programming, and doesn’t require certifications or deep technical knowledge.
Martech
AUGUST 22, 2024
Marketers are starting to think big about AI in marketing. Different organizations will take various routes to achieve their goals. Some will hire expensive consultants and embark on a massive AI transformation. Based on my experience watching companies undertake similar transformations, whether in agile marketing or digital transformation , this “big bang” approach is almost certainly doomed to failure.
Advertiser: ZoomInfo
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.
Martech
AUGUST 26, 2024
Like just about everything in marketing, B2B marketing is changing — and fast. Some of the trends I’m seeing have been developing for a while, but now they’re really taking off. What’s going on? Here are five of the most important developments. 1. Welcome the new generation of buyers Gen X and Y are entering the buying group, in droves.
Martech
AUGUST 12, 2024
Over the past weeks, I spent hours in front of the TV watching endless commercials punctuated with short periods of sports coverage. Is it just me, or were there more commercials than usual during these Olympic Games? I saw the Google Gemini and Microsoft Copilot commercials what seemed like a thousand times. I was completely sucked into the vision of typing in a simple request and Gemini or MS Copilot creating a meeting summary, action plan, and a visually compelling presentation all with the c
Martech
AUGUST 6, 2024
Google’s loss in its federal antitrust case may mean huge changes for the company, web users and digital advertisers. It could result in a big hit to parent company Alphabet’s bottom line; more and better search choices for people; and lower-priced, more effective advertising. We won’t know until U.S. District Judge Amit Mehta hands down the penalties in a few months.
Martech
AUGUST 27, 2024
Google today introduced four updates to help retailers ahead of the holiday shopping season. Key updates: Shopping trends insights. You can now access real-time shopping trends in Google Merchant Center. This could help you adjust your inventory and product descriptions based on what shoppers are searching for or viral trends. AI-powered insights. Two new generative AI features in Merchant Center Next provide quick summaries of product performance and custom reports based on specific data queri
Advertiser: ZoomInfo
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.
Martech
AUGUST 9, 2024
Google unveiled new features for Local Services Ads (LSA) this week. One automatically selects profile photos to display in advertisements, while the others give advertisers more control over their spending. Profile photos This update aims to increase ad engagement and potentially improve ad rankings for local service providers. How it works: Google will choose photos from advertisers’ LSA profiles based on their likelihood to boost engagement.
Martech
AUGUST 15, 2024
The IAB Tech Lab has announced a change in terminology and an expansion of its U.S. privacy compliance agreement. What had previously been the U.S. National Section of its Global Privacy Platform (GPP) will now be known as the Multi-State Privacy Agreement (MSPA) U.S. National Section. In addition, the MSPA has now been expanded to include 14 additional states as more states advance legislation addressing privacy issues.
Martech
AUGUST 7, 2024
Google is discontinuing its Smart Campaigns offering and integrating its features into Performance Max campaigns. Why we care. This shift impacts advertisers using Google’s simplified campaign management tool and signals a broader push towards AI-driven, cross-platform advertising solutions. The big picture. Performance Max represents Google’s next-generation approach to digital advertising, leveraging AI and machine learning to optimize ad performance across multiple platforms.
Martech
AUGUST 5, 2024
A federal judge ruled that Google maintained an illegal monopoly in search and advertising markets, marking a significant victory for the Department of Justice. This is the first major decision in a wave of tech monopoly cases brought by the U.S. government in recent years, potentially setting a precedent for future rulings against other tech giants.
Advertiser: ZoomInfo
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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