2021

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Privacy matters: Marketoon of the Week

Martech

In this week’s Marketoon, we see a less virtuous stance on privacy. Fishburne’s take: “We value your privacy” is one of those meaningless marketing phrases, like “your call is very important to us” or “we’re all in this together”, where actions speak louder than words. A Deloitte survey found that 91% of US consumers consent to terms of service without reading them.

GDPR 144
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There Is No Ad Industry ‘War For Talent’ And There Never Has Been

AdPulp

I admit I’m a sucker for Digiday’s “The Confessions” series. When I started writing my columns for Talent Zoo back in 2002, I did it anonymously because I feared repercussions. So I get that there are those in power who can’t talk freely. Like this “holding company agency exec” who complains about the lack of […]. The post There Is No Ad Industry ‘War For Talent’ And There Never Has Been appeared first on Adpulp.

Agency 144
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53 Amazing Instagram Ads Examples To Inspire You

Ad Espresso

If you want to reach Millennials, get more engagement per post than Twitter, or boost lead generation, you need to be on Instagram. But the landscape of Instagram is changing quickly. Just in the last year, the platform has launched or will soon launch Explore ads, IGTV ads, and ads on their short-form video platform Read More.

Marketing 136
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St Luke’s snaps up another one – Beavertown Brewery

More About Advertising

London agency St Luke’s has won yet another account – craft beer Beavertown Brewery (below, yes really.). St Luke’s won the business in a four-way remote pitch handled directly by Beavertown. Beavertown’s brands include Neck Oil, Nanobot, Lazer Crush and Gamma Ray. It was founded in 2011 by Logan Plant. Beavertown marketing director Tom Rainsford.

Agency 124
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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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B2B SEO: How to Rank Your Business Website Higher in Search

Single Grain

What is B2B search engine optimization? B2B SEO refers to getting your business site ranked higher in the SERPs in order to drive more traffic and sales to you. The way you do this is via content creation, content marketing, link acquisition, and UX optimization of your website. SEO for B2B organizations puts your products in front of your prospects at the right time because it helps you reach and convert key business decision-makers within companies through specific keywords that they search fo

SEO 137
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5 lessons email marketers learned in the pandemic

Martech

In the 18 months since we added “COVID-19” and “pandemic” to our marketing lexicon, marketers like me have been thinking about how to revise our email programs, what our customers are experiencing and how much everything could change before we move into our next version of “normal.” Now we’ve gone through an entire marketing year calendar.

Marketing 145

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Qubit leverages deep learning for its new CommerceAI solution

Martech

Qubit, the personalization engine for e-commerce, has launched Qubit CommerceAI, a new offering which supports 1:1 personalization in-the-moment. The tool uses deep learning rather than standard machine learning — a technique which employs non-linear layering of algorithms to discover pattern recognition across large data sets. It brings together customer data and product data, sifting through possibly thousands of SKUs, to make real-time 1:1 product recommendations, and to recommend next best p

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How ABM strategies bring marketing and sales together

Martech

Drew Neisser, the founder of B2B brand strategy boutique Renegade, discussed the findings from the company’s 2021 State of Account-Based Marketing (ABM) Report in a recent webinar on MarTech. The survey brought together salespeople and marketers to understand how ABM could address some of their interdepartmental challenges. “Our goal was to identify the current state of the relationship between sales and marketing, quantify the impact of martech — specifically ABM — and identify any gaps and opp

Marketing 136
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Why community could be the next big thing in marketing

Martech

“I was just being selfish. I wanted a way to talk to people who understood what I was doing — which is the entire ethos of community.” “A lot of people feel isolated and wonder why they can’t find someone that gets them — and you can find that online in the right places.” The first comment came from Mike Rizzo, telling me how the MO Pros community of marketing operations professionals started out as a Slack channel.

Marketing 143
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Marketing work management: the forgotten essential

Martech

When talking about martech, we most often think about tools that allow us to perform a specific task related to marketing — analyze traffic on our websites, aggregate and understand customer data, deliver personalized messaging, etc. But most marketing initiatives require we employ multiple tools to achieve our objectives. Just to use one example, we may use Google Doc to write a whitepaper, Canva to create graphics to illustrate it, and something like Adobe InDesign or Acrobat to bring it

Marketing 139
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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

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

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How to measure content marketing ROI and ROE

Martech

The demand for creative, high-quality content is growing in our digital world. Consumers want engaging, personalized experiences when connecting with brands. As a result, customer experience with content is a top metric of success in many marketing organizations. “Customer expectations today are rising at rates that we’ve never seen,” said Anjali Yakkundi, Vice President of Product Marketing and Strategy at Aprimo, at our recent MarTech conference.

ROI 143
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Answer our survey on attending or exhibiting at in-person events

Martech

Pre-pandemic life is starting to return. Travel is up. Masks are coming off. And indoor dining is an option once more. The relaxation in pandemic restrictions is also rippling through the business world as conferences and trade shows schedule in-person events for this summer and fall. We’re not surprised, since the last edition of our Events Participation Index showed that many marketers were ready to hit the conference hall floor as early as the third quarter of 2021.

MarTech 143
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Data and confused: The increasing complexity of digital ad targeting

Martech

As the business world struggles to understand the implications of the revolving news of the third-party cookie ban, digital ad targeting is growing more complex than ever. Google recently announced an extension of the third party cookie ban however the complexity and uncertainty remain. Whereas social media was perhaps the greatest tool to create a level playing field, the impending death of the cookie, the iOS 14 update, and the overall increasing complexity of ad targeting could make the risin

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Marketers: Where will you be a year from now?

Martech

I know how you feel right now. It’s the end of 2021 — at last! If you work in retail, you probably want to be anywhere but here and are reading this while you’re on a lunch break, stuck in traffic or zoning out on yet another video call. So I might be asking a lot from you now, but take a minute to think about where you’ll be this time next year.

Marketing 135
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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

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6 key marketing ops predictions for 2022

Martech

2021 was the breakout year for marketing operations. The marketing function that was once behind the scenes is now stepping onto center stage, largely driven by the need to manage digital and data, not to mention the heavy migration to a remote-first work environment. Companies were forced to make hard pivots in their marketing strategy, and they needed strong marketing operations muscle to do it.

Marketing 141
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Elements of Content: Breaking down MarTech’s Email Marketing Periodic Table

Martech

As part of the launch of MarTech’s Email Marketing Periodic Table, we are highlighting key chapters of the report. If you would like to check your own email strategy against the elements of good email optimization and deliverability, download the full periodic table today. The content provided within the email is just as important as the infrastructure and strategy behind it.

Marketing 138
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7 tips for building brand identity

Martech

If marketers don’t take control of how customers perceive their brands, customers will. “One of the things we’ve got to remember about customers is that they always like to attribute personalities to the characters they interact with,” said Terry Flynn, president of multichannel marketing company Market Chord, in his recent MarTech presentation.

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Creating value when content and experience are data-driven

Martech

“The only way to drive revenue and drive acquisition, conversion and retention is through remarkable customer experiences, so there’s got to be a commitment from the top,” said Gene De Libero, Chief Strategy Office and Head of Consulting for marketing technology consultancy GeekHive, at our recent MarTech conference. He added, “There are some disconnects that are preventing us from getting to that state of Nirvana where we’ve got lots of people coming into the hopper, they’re c

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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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What do SEO platforms do and how do they help marketers get found on search engines?

Martech

Search Engine Optimization remains the stalwart mainstay of digital marketing, with search driving around 50% of website traffic on average, according to an analysis of SimilarWeb data by Growth Badger. But the practice of SEO has become more complex and it involves more considerations than SEOs enjoyed in the “ten blue links” era. Today, SEO includes everything from content marketing and distribution to user experience, and even the core job of gathering and interpreting search intelligence has

SEO 135
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How to move to a first-party marketing strategy

Martech

Most marketers are well aware of the increase in privacy regulations over their data collection activities. These laws, such as the GDPR and CCPA, are designed to protect the privacy of consumers. But they’re also causing marketing teams to shift away from strategies centered on third-party data. “The core of the shift is really moving from targeting consumers using third-party data to knowing consumers very well,” said Giusy Buonfantino, VP of CPG Industry Solution at Google C

Marketing 138
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How to improve marketing ROI with clean data

Martech

Marketers know accurate data is tablestakes. It helps organizations make better decisions for their customers and, in turn, increases ROI. Yet even the most meticulous brands more often than not find errors within their datasets. A study published by Zoominfo found that 94% of businesses suspect their customer data is inaccurate. “In 2017 we took a look at our data and found that it was good, but ultimately it wasn’t great and we really wanted it to be so,” said Dominic Freschi

ROI 132
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2022 Predictions: E-commerce everywhere

Martech

Next year, e-commerce will be a driving force in how marketers engage with customers. E-commerce strategies will penetrate channels like TV, social media and in-store experience, to a greater extent than marketers could have imagined. Marketers will adapt their e-commerce strategies to be more personalized, simplify their customer data and marketing stack, incorporate shoppable ads and even retrain their in-store associates to better accommodate digital-first shoppers.

Retail 136
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How Intent Data Helps Marketers Convert A-List Accounts

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

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Email M&A is seeing a surge

Martech

Just a few years ago, I was at an email conference in Las Vegas, talking about the eras of email and how the then-recent space of acquisitions and mergers changed the trajectory of email innovation. Remember going to conferences? Sharing your knowledge, seeing your friends, going out after sessions and building a community? Can you tell I’m jonesing to get back to a show?

GDPR 129
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Oracle Fusion Marketing reduces the role of traditional CRMs

Martech

Oracle today announced the launch of Oracle Fusion Marketing, part of Oracle Advertising and CX. The new product tracks account engagement with both email and advertising channels, uses AI to score leads and predict opportunity for sales engagement, then delivers the qualified opportunity to any CRM system. The offering seeks to automate the B2B lead generation and qualification process and push the outcomes directly into the systems used by sales representatives. “Salesforce automation ha

Marketing 127
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Get your fall campaigns ready with MarTech’s Email Marketing Periodic Table

Martech

It’s here! The latest edition of MarTech’s Email Marketing Periodic Table. Email has long been one of the most reliable marketing channels for getting your messaging in front of your customers. But, because email is one of the most complex ways you can communicate with customers and prospects – through different mail clients, different ISPs, mobile and desktop, etc. – there are a lot of obstacles that can get between you and your intended recipients.

Marketing 127
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Email marketing will be a success story in 2022

Martech

“2021 versus 2020, email was up 94% in volume. I would anticipate it to be up again in 2022.” Kate Adams, SVP Marketing at data and email solutions provider Validity, sees a bright future for the email channel. “If we could count the number of articles that had the headline ’email is dead,’ we’d all have a good laught, right?

Marketing 133
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Solving the Biggest Tech Challenges in RevOps

In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.

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Using AI-powered predictive analytics to time your next move

Martech

Even in uncertain times, AI-driven predictive analytics can help marketers see what opportunities are coming down the pike. So why isn’t this technology being used by more CMOs? At his talk, showed some ways any marketing team can predictively leverage their data. And he also shared some head-scratching. “About two-thirds of CMOs said that they’re managing the present, they’re putting out fires right now, and only about a third are looking towards the future, even in a period of time

MarTech 125
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5 ways marketers can improve customer experiences with personalization

Martech

One of the most frustrating things for customers is a fragmented brand interaction. And with consumer expectations at an all-time high, poor CX could end up breaking your marketing campaigns. “Research from PwC shows something that should be scary to CX leaders,” said Christopher Cummings, Principal Product Manager at big data company Precisely, in his session at our MarTech conference. “59% of customers will leave a brand that they love after just two or three negative interactions.”.

Marketing 127
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iOS 15 is out, but marketers can shake off the loss of email open rates

Martech

The best news to come out of “Pixelgeddon” – also known as Apple’s Mail Privacy Protection feature, which went into effect on Monday, Sept. 20 – is that I will never have to listen to another conference speaker tell his audience, “ It’s all about the opens.” As of Monday, the thing many email marketers have dreaded – iOS 15 – has launched, which will nullify tracking on emails opened by Apple Mail users and makes the open rate even less reliable.

Marketing 126
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Your personal brand: Marketoon of the Week

Martech

In the latest Marketoonist, personal branding meets the digital age on LinkedIn. Fishburne’s take: Tom Peters ushered in the age of personal branding with a 1997 cover story in Fast Company titled “ The Brand Called You.” This was a liberating shift in thinking at the time. I still have a copy of that Fast Company issue. This was six years before LinkedIn launched in 2003.

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Drive GTM Efficiency with Tech Stack Consolidation

Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.