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Today’s B2B buyers are calling the tune

B2B marketing is a dance between the marketer and the customer. The decision to buy is never easy, so the marketer must cater to the potential purchaser’s desire for more information, providing it until the right moment comes to convert the prospect into a customer. But technology will not play the same tune this year. […]...
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Measuring the invisible: The truth about marketing attribution

Is marketing attribution a mythical unicorn? Or is it possible to measure the performance of your marketing, including the parts you can’t see? The fog of marketing Marketing attribution is the “fog of marketing” that all marketers wrestle with in attempt to square the circle and make sense of the customer’s decision journey. It’s essential […]...
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IAB releases proposed standards for in-game ads

The Interactive Advertising Bureau has released proposed Intrinsic In-Game Measurement guidelines for public discussion. The proposed metrics address issues like viewability, measurement and fraud for ads that appear in the gameplay environment. “As more companies enter the gaming ecosystem, it’s critical that IAB and IAB Tech Lab gather the industry to help establish uniform standards […]...
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Adobe: Online prices were up only 2% in May

Online prices were up only 2% last month compared to a year earlier, according to The Adobe Digital Price Index. That’s a far better showing than the rest of the U.S. where the inflation rate hit 8.2% in May.  May’s online prices were down 0.7% from April and 1.6% from March’s record 3.6% increase. The […]...
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Getting started with the Agile Marketing Navigator: Creating a Blueprint

We recently introduced you to Agile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article, A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation. Over the […]...
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MarTech Salary and Career: Amanda Donnelly on learning and experience

As part of the MarTech Salary and Career Survey, we interviewed people about their experiences in marketing. Today we’re talking to Amanda Donnelly. She has a long career in marketing and is currently running her own consulting business. How did you get to where you are today? I spent the first 10 years of my […]...
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Attentive launches Concierge SMS product

This week, Attentive launched a new conversational product for SMS called Attentive Concierge. It aims to drive commerce with personalized texts for each stage of the buyer’s journey. What it does. Using conversational technology, the SMS platform supports dialogue between brand and customer to enhance the experience, whether in-store or during e-commerce purchases. Brands can […]...
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Does your marketing team need an SEO platform?

Understanding your current marketing processes, knowing how to measure success and being able to identify where you are looking for improvements are all critical pieces of the SEO platform decision-making process. The following section outlines four steps to help your organization begin that process and choose the SEO platform that is the right fit for […]...
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