Martech
SEPTEMBER 20, 2024
I’ve just returned from MAICON 2024, one of the best, if not the best, conferences focused on AI and marketing. MAICON didn’t disappoint: I’m full of ideas to help our clients improve their marketing by applying AI. At the same time, it became evident to me that many organizations are far from being able to maximize AI’s impact on marketing. Let me explain.
illumin
SEPTEMBER 19, 2024
For every business, being strategic and fully understanding the ins and outs of programmatic advertising before making the transition is critical for long-term success. You could have a brilliant ad, but the campaign will never reach the intended audience without the right strategy and the right targeting. This is where programmatic advertising shines when leveraged well.
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Chief Martech
SEPTEMBER 26, 2024
I have two surveys for you that I think you’ll love. The first is one that I’m asking you to take: a cut-through-the-BS survey on the real ways in which you’re seeing gen AI used in your organization — or not. This data will contribute to the “Martech for 2025” report and virtual event Frans Riemersma and I will be sharing on December 3.
Adweek
SEPTEMBER 17, 2024
Alexis Ohanian is not a fan of pickleball. He has ample reason not to be, of course. The 41-year-old co-founder of Reddit and the venture firm Seven Seven Six is married to Serena Williams, one of the greatest tennis players of all time. In recent years, the two sports have increasingly found themselves at odds.
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
SEPTEMBER 6, 2024
We’ve come to the end of my series, “Decoding generative AI: A marketer’s guide to text-based and visual AI content.” Because this series focused on generative AI and content, I asked AI assistant Claude Sonnet to help co-create this article with me. I instructed it to use my voice and supplied all the previous posts in this series for reference.
Martech
SEPTEMBER 12, 2024
The aroma of freshly ground coffee beans filled the air as I stepped into the Seattle Starbucks in the late 1990s. A college student on the brink of adulthood, I was drawn to Starbucks’s promise of sophistication. More than just a beverage, Starbucks introduced me to a new coffee culture. As I approached the counter, I ordered my first tall latte, or maybe it was a grande; I can’t quite remember, but I do recall having a new, more sophisticated way to say small, medium or large.
AdTech Trends brings together the best content for advertising professionals from the widest variety of industry thought leaders.
Martech
SEPTEMBER 6, 2024
On Monday, Google and the Justice Department will begin their second antitrust trial of the year. The tech giant lost the last case , which was about monopolistic practices in online search. Now the DOJ is accusing the company of using its adtech to create a monopoly. That trial begins Monday. “Having inserted itself into all aspects of the digital advertising marketplace, Google has used anticompetitive, exclusionary, and unlawful means to eliminate or severely diminish any threat to its domina
Martech
SEPTEMBER 13, 2024
Your calendar is not just a pretty collection of dates and ideas; it’s the blueprint for a successful email marketing program. A strategically built calendar offers a bird’s eye view of your year ahead, ensuring you hit every big sales opportunity and highlight everything that sets your business apart. Below are six tried-and-tested pointers to unlock the full potential of your email marketing calendar. 1.
Martech
SEPTEMBER 11, 2024
We now can generate more content than ever before, but should we? What if we knew what buyers wanted and made more of that instead of producing what’s fast and/or easy? Last month, I shared insights from our research highlighting the gap between content marketing and the buyer’s journey. Specifically, roughly 80% of closed sales deals we evaluated couldn’t be connected to marketing content.
Martech
SEPTEMBER 5, 2024
The customer journey for B2B software is long and complex for everything but the most basic, inexpensive products. Regardless of the complexity of the product or process, it’s safe to say most B2B SaaS buyers want to see the product in action before they invest. In response, vendors have several strategies to get the product in front of prospects. Free trials: Users try the software for a limited number of days.
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Martech
SEPTEMBER 23, 2024
Sixty-five percent of consumers still send letters and packages with nearly half (48%) of Gen Z sending mail one to two times per month. That’s according to new research from online postage and shipping vendor Stamps.com. Why we care. Not only does mail still exist (it’s that stuff in your mailbox) but direct mail continues to play a role in marketing.
Martech
SEPTEMBER 18, 2024
This year, viewers are watching more CTV in longer sessions. Viewership now approaches pandemic-era levels after pulling back in recent years, according to a new study, “The CTV Trends Report 2024,” released by Wurl, an AppLovin company. Average daily hours of CTV viewing are up 5% year over year, according to the study, which draws on Wurl’s insights from more than 4,000 channels and 1 billion monthly viewing hours through its CTV marketing platform.
Martech
SEPTEMBER 9, 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
SEPTEMBER 30, 2024
Since California legislators passed a fiercely contested AI safety bill at the end of August, the question has been whether Governor Gavin Newsom would sign it into law. We now know the answer, with Newsom vetoing the bill after saying earlier this month that it could “have a chilling effect on the industry.” That industry accounts for almost 20% of the state’s gross regional product.
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
SEPTEMBER 25, 2024
Discover how personalization can revolutionize your e-commerce business. Attend Personalization at Scale: A Blueprint for Global Success and learn from the success of Le Col, a premium cycling apparel brand that saw a 20% increase in average order value and a 10% boost in customer engagement through targeted personalization. Join us for this webinar where you’ll: Learn how personalization can boost average order value, click-through rates, and customer satisfaction, leading to increased
Martech
SEPTEMBER 26, 2024
This year’s Dreamforce and Inbound user conferences were all about AI agents. “When we look back at this event years from now, you’re going to remember it as the year of AI agents,” said HubSpot co-founder and CTO Dharmesh Shah. “The only thing we’re going to do at Salesforce is AgentForce,” said CEO Marc Benioff. (So long Customer 360 and Data Cloud, hope you enjoyed your time in the spotlight.
Martech
SEPTEMBER 27, 2024
As marketers face growing pressure to get the most value from their ad budgets, return on ad spend (ROAS) has become a go-to performance metric. ROAS measures how much revenue is earned for every dollar spent on advertising, providing a simple way to evaluate campaign effectiveness. While ROAS is a good indicator of short-term profitability, it shouldn’t be the only metric for social media strategies.
Martech
SEPTEMBER 17, 2024
Project management data offers more than just operational oversight. It has valuable insights that can help optimize marketing campaigns, boosting return on investment (ROI). Here’s how this data can improve campaign planning, resource management, real-time optimization and post-campaign analysis. How project management data improves marketing ROI Here are three key ways project management data boosts marketing ROI.
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
SEPTEMBER 13, 2024
Yesterday, Salesforce launched Agentforce — generative AI bots the company says can be trusted to take action on their own. Agentforce is “the third wave of AI — advancing beyond copilots to a new era of highly accurate, low-hallucination intelligent agents that actively drive customer success ,” Salesforce CEO Marc Benioff said during the press conference.
Martech
SEPTEMBER 6, 2024
Salesforce announced Thursday it signed a definitive agreement to acquire Own Company for $1.9 billion in cash. Own, which provides data protection and data management solutions, will help Salesforce accelerate the growth of its Platform Data Security, Privacy, and Compliance products, the company said in a release. The two companies are not strangers to each other.
illumin
SEPTEMBER 26, 2024
As elections heat up, so does the presence of social media in political advertising. Learn why you should consider stepping up your social media game for electoral needs. The 2024 US Presidential elections are around the corner and parties are gearing up for what might be one of the tightest races we’ll ever see. That said, political parties are using every tool in their arsenal to gain favor from constituents and ensure their party’s names will be written on their ballots come election day.
Chief Martech
SEPTEMBER 2, 2024
How do you know you’re at the peak of a Hype Cycle? When means outweigh ends. Martech professionals and marketing ops leaders are being driven to apply AI in marketing — use it for something, anything! — with the belief that automating and accelerating things with AI, especially with generative AI, must produce beneficial outcomes. It reminds me of the old joke about the overly-optimistic kid excitedly digging through a giant pile of horse manure, “There must be a pony in here somewh
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.
Chief Martech
SEPTEMBER 14, 2024
If you’re reading this blog, it’s a safe bet that you’ve been involved in buying — or selling — martech software. Probably quite a bit of martech software. So I greatly appreciate that a number of you responded to my survey over LinkedIn asking what you loved and hated about that experience and which resources you found helpful and trustworthy (or not!
Martech
SEPTEMBER 11, 2024
Do your customers feel like you’re giving them enough attention? Forty-four percent of Americans say they feel ignored by the media and most advertisers. And it’s not that consumers aren’t hearing from brands. Part of the problem is they’re inundated with ads and worry about being tracked online. A full 67% of consumers said they hate being “trailed” by targeted ads.
Martech
SEPTEMBER 23, 2024
Memo To : Marketing directors, VPs, SVPs and CMOs Re : Recommendations to optimize your automated marketing campaigns Your investment in technology to support marketing automation was smart. Automated campaigns increase relevance for your target audience and boost the productivity of your marketing team, which together should improve your bottom-line performance.
Martech
SEPTEMBER 3, 2024
Google rolled out a significant update to Google Analytics 4 ( GA4 ), allowing users to compare their performance with other businesses in their industry. Why we care: This new feature will provide valuable context for advertisers trying to understand their performance relative to their peers, potentially informing strategic decisions and goal-setting.
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
SEPTEMBER 20, 2024
One of your vendors will suffer a data breach. It is a when, not an if. They may have already, but not yet know it. Because marketing handles so much customer data, it’s essential to know what to do when a breach happens. There will be a breach in 2023, 61% of companies reported a third-party breach , according to a study by Prevalent, a third-party risk management provider.
Martech
SEPTEMBER 27, 2024
The U.S. Federal Trade Commission (FTC) ban on fake and AI-generated customer reviews takes effect on Oct. 13, 2024. The final rule, which was announced in August, goes beyond a prohibition on fake product reviews. It also prohibits the buying and selling of followers and views on social media. The rule was in the works for nearly two years. The effort started with an “advanced notice of potential rule making” in November 2022.
Martech
SEPTEMBER 3, 2024
Mobile gaming ads are becoming more playable, and mobile campaigns longer and possibly more sophisticated. These are the key takeaways from a recent mobile gaming ad industry survey by mobile ad platform Mintegral. U.S. growth. The U.S., the world’s highest-ranking country in advertiser volume, saw modest growth over the last year. U.S. mobile gaming ad spend increased 0.46%, according to Mintegral’s new report, “State of Media Buying in H1 2024.
Martech
SEPTEMBER 10, 2024
Today’s advertisers face a daunting operational challenge: scaling customized, local advertising campaigns across a growing number of channels. Overall digital ad spend continues to grow, and new channels, financial media and retail media networks are emerging. As the space gets more complex, both in-house and agency ad teams are stretched thin, trying to do more with the same — or less — people and budget.
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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