Peter Isaacson, CMO and account-based marketing leader at Demandbase, presented at MarTech West about how to reach buying committees at target accounts. Questions were submitted by attendees around intent, KPIs and the journey of the buying committee and Isaacson took the time to share some insights with us. How do you use AI – along […]...

For many industry practitioners, including me, the Moz Local Search Ranking Factors report serves as a useful and reference throughout the year to stay abreast of local search ranking signals (disclaimer, I’ve been a participant since 2014). One takeaway from the most recent Moz report that continues to resonate is this: A business’s customer reviews […]...

Gartner recently published their Predicts 2019 research report, outlining several converging trends that pose a threat to CMOs and marketing organizations. The report also makes several bold predictions including that “by 2023, 60 percent of CMOs will slash the size of their marketing analytics departments by 50 percent because of a failure to realize promised […]...

Meg Goldthwaite, Chief Marketing Officer at National Public Radio, took the stage at MarTech in San Jose on April 4 and offered a lively exposition of NPR’s approach to content programming in an era where sound-oriented media are increasingly consumed through voice-enabled devices such as Alexa, Google Home and smartphones equipped with voice assistants like […]...

Creative has changed. Gone are the days when a brand could sink all of its heart, soul and budget into a single creative experience – say, a television ad. It’s 2019; you can’t be so singularly focused. Your audience sure isn’t. You still need big ideas, like Dos Equis’ “Most Interesting Man in the World,” […]...

Aaron Wreblewski, AI engineer at Zillow Group, discussed the company’s bandits testing work at MarTech Conference. Zillow Group faced a problem. The online real estate database company too many personalized user experience tests it wanted to run on the website. The typical AB testing framework it had in place meant it would take years to […]...

Do you think programmatic traders’ jobs consist of basic data entry, playing around on computers and saying “no” to requests all the time? Think again – their role is far more significant in driving the bottom line than ever before. From implementing and running programmatic campaigns across various DSPs, to the day-to-day management of client […]...

Spotify has announced a new integration with Oracle Data Cloud, aimed at helping auto brands connect with listeners through its proprietary audience data. Advertisers on the platform can build “audiences of potential car buyers across every vehicle segment and stage of the car buying cycle” using audience segments such as Polk Audiences and streaming intelligent […]...

If you’re reading this, chances are that your agency is already using or considering a marketing automation platform to help your clients grow their funnels of customers or prospects and win more business. Despite using it for clients, however, many agencies are still not using marketing automation internally to support their own business development strategies. […]...