Marketing is on the front lines of the battle for market share, relevance, and revenue. The relentless competitive and internal pressures drive marketing practitioners to find and hone new tools and techniques that will give them a market advantage. There was a time, not so long ago, when print ads, press releases, trade shows, sales … Continue reading Tools, technology, and regulation are disrupting B2B marketing
Distrust in marketing is an alarming trend among the very people that we need to trust us. The public's wariness about the practices of the marketing profession goes hand-in-glove with a general distrust of traditional institutions. And the phrase 'business ethics' is understood as an oxymoron like 'jumbo shrimp' or 'unbiased opinion.' Most of us … Continue reading Is ethical marketing an oxymoron?
If you are doing B2B marketing you should take a hard look at account based marketing. ABM will change the way you think about marketing and sales alignment. We all know that there has been a shift in the way we do B2B marketing. Broad reach, "shotgun" marketing has been giving way to inbound marketing … Continue reading Account Based Marketing vs. Inbound Marketing
We are on the threshold of a sea change in marketing with self-optimizing and autonomous marketing systems that would have been considered science fiction only a few years ago. Artificial intelligence (AI) is transforming almost every industry, and marketing is no exception. AI and machine learning is at the heart of hyper-personalized marketing, rapid identification … Continue reading Artificial Intelligence in Marketing
A marketing automation system will change the way you market. But are you prepared for systematic marketing and the ongoing management and maintenance of the system and data? I love marketing automation tools. Having been a marketer for more than 20 years I am blown away by the capabilities and power of these systems. And, … Continue reading Marketing automation will change the way you work
Marketing automation opens up incredible capabilities for lead capture, nurture and conversion—at scale. Simply put, an integrated marketing automation system is the foundation for any successful, data-driven marketing program. It gives you tools to manage all of your marketing initiatives and program elements, create synergies between those elements, automate responses to lead activity, and give the … Continue reading An introduction to marketing automation