Is marketing on its way to being irrelevant?  Or is it about to become more important and effective than it has ever been?

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In an ongoing effort to engage customers and attract eyeballs, leading brands are increasingly providing content that isn’t directly tied to products.

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The competition to stand out in an extremely cluttered high-tech B2B market has never been greater. Technology is changing at the speed of light, and the need to keep up and keep innovating is at the top of the industry’s strategic to-do list. 

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When it comes to marketing technology tools, business-to-business (B2B) marketers have a host to choose from. According to a March 2017 survey of US B2B senior marketers from Software as a Service (SaaS) lead generation company Leadspace, the tools they find most valuable are customer relationship management (CRM) and marketing automation.

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Influencer marketing can be a great strategy even when you don't have a huge marketing budget. Here are some ways to make it work for you.

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“They don’t ‘get’ their users!” “Shares are down!” “It’s cluttered!” “It’s dying!”. Marketers—and users—have had plenty of complaints about Twitter recently. However, with over 330 million active users worldwide, the social media platform seems to be doing just fine.

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You've probably heard of link building, but you might not know what it really is or how to do it effectively. Sure, you can go ahead and hire a digital marketing agency, but unless you know the ins and outs, you won't be successful.

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If you’re an avid reader of MarTech Advisor as I am, then you already know how fast big businesses are accelerating their marketing technology investment. With thousands of companies operating across every niche function of marketing and experience management, it’s no wonder that Gartner recently affirmed that now infamous prediction that CMOSs would spend more the CIOs on tech by 2017.

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Smart Speakers, including Amazon’s popular Echo, are enjoying rapid growth, but they are also creating unique challenges for marketers.

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With more data about their target audience and a maturing marketing technology stack in place, it’s more possible than ever before for B2B companies to deliver custom communications for both an individual buyer and specific accounts. But executing these strategies is rarely simple, according to eMarketer’s recent report, "B2B Personalization:  Delivering One-to-One Experiences to Buyers."

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Face-to-face events have always been a way for B2Bs to effectively reach and communicate with clients and prospects.

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As marketers and sales pros, we find irresistible the promise that technology tools will make our jobs easier and help us win more business faster. Which is why so many of us are turning to companies that are focused on predictive analytics tools that support account-based marketing, and scaling all of the different aspects of the ABM process.

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Inching toward digital maturity isn’t an easy path for most marketers. According to data from MIT Sloan Management Review, in collaboration with Deloitte, many executives and managers worldwide know there are steps their organizations need to take to increase their company’s digital maturity.

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What's the difference between traditional leadership and digital leadership?

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How can you ensure that your content marketing campaigns get the results you need them to? It’s not enough to just create great content – a strong campaign requires planning, strategizing, in order to achieve the best possible results. In this blog post, I’m going to talk about the 4 essential stages of every successful content marketing campaign:

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The fluidity of the marketing technology space is making it harder than ever for marketers to choose between standalone best-of-breed tech providers and multisolution suites.

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PMG360, today announced the acquisition of the EC-BP.com website and newsletter which will relaunch as Supply Chain Technology News (www.supplychaintechnews.com) serving more than 80,000 supply chain decision makers.

The relaunch will expand the editorial focus beyond EDI. Supply Chain Technology News  will encompass the full gamut of supply chain practices and technologies. The newsletter will provide timely and industry-relevant technology news. Supply chain professionals will be able to stay ahead of trends needed to stay ahead of technology as it evolves with the supply chain to optimize for efficiency and profit.

It’s been a rough couple of months for United Airlines and social media, but the company’s recent turmoil underscores the need for businesses to have seamless communication practices.

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The U.S. and Soviet Union space race started in the years following WWII. More recently, KFC and its iconic pitchman Colonel Sanders joined the race by launching a Zinger chicken sandwich some 77,000 feet into the stratosphere and livestreaming the event, according to an article from Geekwire.

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The U.S. website for clothing retailer Missguided includes catchy marketing slogans and images of edgy fashions, including clothes that are frayed. Also found prominently on the company’s website are links to its Instagram shopping service and to “the Native Fox,” which Missguided describes as their favorite Instagram babe.

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The week after Cannes typically involves recovering from too much rosé, following up son some great meetings and for a lucky few, perhaps an extended holiday.  A worldwide cyberattack was not part of the agenda for folks across adland. It's a sobering reality that most brands and agencies are not prepared for.

 

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Content marketing is a powerful marketing strategy for attracting new traffic, building your brand’s reputation and earning more sales and conversions.

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In some cases, isolation can be great. When teams are separated, they can be left to focus on goals and objectives where they know they can influence the outcome. And when teams feel united in their work, they feel like they can accomplish great things.

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As marketing continues to become a technology and data-driven operation, the working relationship between IT and marketing takes on a higher level of importance.

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Throughout the past couple of years in my consulting practice, I’ve seen the market for marketing automation appear, develop, and completely change the face of standard B2B marketing agencies. According to the Aberdeen Group, back in 2014 nearly 70% of businesses were using a marketing automation platform or are currently implementing one. That percentage has only grown in the last three years.

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According to a global study conducted by Deloitte in 2015, at least 53 percent of workers, including digital marketers, dream of rising up the corporate ladder to leadership or senior executive positions. However, as experience has taught us, only a handful of digital marketers have the requisite knowledge and skill to effectively lead their teams.

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By many accounts, email marketing is the superstar of the digital world. Yet marketers need to take a thoughtful approach to email initiatives and not get too wrapped up in the hype.

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Congratulations, you’ve made CMO, the highest position in marketing. Now what?

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B2B brands that think their customers only make decisions based on logic, rather than emotion, are forgetting one very important fact: Their customers are humans, too.

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Many businesses, especially small businesses, struggle to keep their content marketing strategy on track. With constantly changing trends in social media, influencer marketing and other media, it can be hard just to determine a strategy, let alone keep it up to date. However, as marketing evolves into a targeted, data-centric field, it’s more important than ever to ensure that your content has a strong presence.

Try these tips to help your content strategy succeed.

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Due to liability and risk concerns, marketers in healthcare and life sciences have been largely sheltered from many of the trends shaking other industries to the core.

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In the world of B2B lead gen, the bickering between enterprise B2B marketing and sales organizations rarely ends. Each points the finger at the other’s shortfalls: Sales complains that “these leads are not what I need; I need buyers with intent,” and marketing responds “Why can’t you just do a better job at closing the leads we send you?”

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Dopamine is a powerful chemical that controls the brain’s reward and pleasure center. In other words, it’s a naturally occurring feel good substance.  Some researchers embrace a belief that users of video games often experience elevated dopamine levels while competing against machines and peers, according to the Chicago Tribune.

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When it comes to video marketing, your goal is not to inform, entertain, or create awareness. Your goal is to make someone involved in a buying decision want to learn more. Your call to action should lead to more detailed content, a software download, a live demo — anything that helps educate the buyer.

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The speed and convenience of many experiences in B2C industries is upping the expectations in the B2B space. Customers today want better, faster experiences, and B2B brands reap big benefits when they put time and effort into the kinds of customer experience strategies that B2C brands are executing every day.

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The old Southern adage, “If you don’t like the weather, wait five minutes,” could certainly apply to the task of keeping pace in the world of digital marketing. Changes in trends and tactics shift quickly with the wind and, as digital marketers, the only way we can keep up is through innovation and information.

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