Monthly Archives: August 2022

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The power and limitations of universal IDs

Something must replace the cookie. It’s due to disappear by the middle of next year. Marketers are checking out zero-party data, first-party data and cohort analysis. But don’t forget universal IDs. At its most basic, the UID should recognize the user, compile their information, and share that data with approved partners. How that is done […]...
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Marketing operations talent is suffering burnout and turnover

“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.” That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from […]...
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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

A new Senate antitrust bill could make Google, Facebook and Amazon divest portions of their ad businesses.  The Competition and Transparency in Digital Advertising Act (S4285) would prevent large ad companies from participating on different sides of the ad transaction chain. It would ban them from operating more than one of these functions: supply-side brokers […]...
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How product analytics can unite marketing and product teams to boost customer lifetime value

Although digital channels are proliferating, calling marketers to step up efforts like content production and omnichannel orchestration, customer activity is often focused in one place – the mobile app. That means marketing teams must work closely with the product team that developed the app to get a hold on what customers are doing with it. […]...
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Create a B2B GTM strategy that buyers, execs and revenue teams love

“What is the right go-to-market (GTM) strategy(ies) for our business?”  This is a common question being debated and discussed across the C-suite today (note: not just in sales and marketing meetings). In B2B, GTM strategies have been a part of company planning forever. So why is GTM confounding sales, marketing and product leaders and rising […]...
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Martech failure? 50% say loyalty programs don’t offer much value

The goal of martech is to add value for business and customer via personalized experiences which increase brand engagement. Loyalty programs seem like the perfect channel for this. So why is there such a huge gap between customers’ expectations for those programs and what they get? Half of all US customers say loyalty programs don’t […]...
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5 tips for building customer trust during the supply chain crisis

The supply chain crisis continues, partly caused by COVID-19, partly exacerbated by war in Europe, and beyond the capacity of marketers to solve. The Brooks Group is a sales management, training and consulting firm. “We work with sales organizations, primarily B2B, to help them equip their teams with effective processes and the right sales skills,” […]...
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