3 trends driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers


They will catalyze the end of the “first golden age of martech” and lay the foundation for a second golden age that will be much larger, but likely look quite different. We’re still in the middle of the data collection and validation phase of this multi-month project.

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What Teachers Need to Consider When Designing a Paperless Classroom


It’s the age-old struggle for educators: “How do I reach my students?” They are locked in a constant battle with themselves and their students as to how to maximize their teaching time. And for every generation of students, there have been different answers. It is no different for today’s teachers. Backstage

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B2B Marketing Automation Software for Fast Growing Companies


23rd blog post on planning your 2017 editorial calendar – both are great resources to help you hit the ground running in 2017. Today, let’s talk about what you may need in terms of B2B marketing automation software for your fast-growing company to achieve its 2017 marketing goals. There comes a point where your team simply won’t have the time – skillsets and resources – to squeeze it all in. How much reliance on tech support should I factor in to daily use of the platform?

Martech and mindfulness


Let’s face it, the two words don’t often come up in the same sentence. Compassion — recognizing that change is difficult for everyone, our colleagues and our customers, and striving to imbue empathy and kindness in all our interactions.

The average enterprise uses 91 marketing cloud services


The chart at the top of this post reveals one of the more striking findings that she shared (from page 190 in her report, with credit to cloud security provider Netskope ), showing the average number of cloud services an enterprise uses across different categories.

Building Your Brand’s Omnichannel Customer Experience


With customer expectations for seamless service in the digital age continuing to rise, how can you ensure that you’re offering the best possible experience on every channel? Omnichannel customer experience is a marketing and selling model designed for the digital age.

The Rise of Account-Based Marketing, in 7 Charts


There are a lot of buzzy trends in marketing that turn out to be little more than hot air. In fact, our editor-in-chief managed to pull together about 40 of the worst of them.) In traditional B2B marketing, marketers move prospects through the funnel toward a sale.

5 Trends for Customer Marketing in Today’s Experience Economy

Martech Advisor

Earning customer loyalty is more challenging than ever in this age of global competition, constant brand messaging, and nearly instant gratification, writes, Julie Bustos, Senior VP of Marketing Innovation, The Lacek Group. Once-in-a-lifetime experiences.

40 Famous Brands Using Popups And Why You Should Too


In this post, we’ll share 40 top brands that are using popups to increase their conversions. While 2% click-through rates may not sound like a lot, that small metric can add up in a big way. With that in mind, here are the top 40 brands using popups to boost conversions: 1.

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How Well Do You Know Your Audience?


This is especially important if you have a broad industry; for example, if you sell wholesale clothing to retailers and you’re not super specific in your marketing personas, you could be getting a lot of traffic from general consumers who you can’t sell to or even retailers whose needs aren’t a match for your stock. but in reality, we live in a world that’s all about niches. Age is a big factor when it comes to narrowing down your audience.

Hindsight 20/20 Series: 5. Enterprise social networking is about people, content and places


Is there anything unique in them that can’t be done better and faster using the toolset that preceded all the hype around social technologies? Email was invented in the 1960s and we can’t deny it was already “social”, even though it was not called that 50 years ago.

Squirrels, long working hours, and social technologies


When visiting IBM’s Big Data site , a reader is greeted with this bold statement: “90% of the data in the world today has been created in the last two years alone” No matter if the right figure is 90, 80 or 70%, there is no denying that we are all drowning in data.

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2 Phrases That Inspire Fearless Marketers


Between bosses and teams, we’re caught in a conundrum. When we start our careers, we can’t wait to jump in. Every day we’re waiting in the door of our boss’s office with a new, brilliant idea. Just like in baseball, we have to swing a lot to increase the chances we’ll get a hit.

Email Subject Lines: 295+ Best Performing (The Biggest Swipe File On The Internet)


You’re probably no stranger to the fact that subject lines play a HUGE role in deciding the success of your email marketing campaign. The collection consists of some of the best subject lines used in some of the most successful email campaigns. Thrillist: “ What They Eat In Prison ” 6.

How Brands Are Trying to Recapture the Childhood Magic of Toys ‘R’ Us

Content Standard

And the absence of one of the world’s biggest toy retailers will be deeply felt: Even in its final, troubled year of operations, The Street reports that Toys ‘R’ Us was able to generate $7 billion dollars in sales. Pitching a Better In-Store Experience.

Adapting to More Digital and Social Ways of Being in a Time of Crisis


A few weeks ago I was happily working away on a talk for Adobe Summit in Las Vegas. I’m locked in my office with my restless canine colleagues, just up the hill from King County Washington, which is ground zero in America for COVID-19 outbreaks. We’re also seeing personal benefits, as social media becomes an irreplaceable tool for easing our isolation and connecting in new ways. It’s easy to become overwhelmed and trapped in near-term thinking.

The Video Structure that Big Agencies Use to Create Successful Videos

Single Grain

The initial research step is designed to validate your video’s purpose and make sure that you’re confident in your product and its ability to sell. Use the following suggestions to help you hone in on who your best customers might be and why they need your product.

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How Marketers Should Think About Customer Marketing in the Engagement Economy


But now, we exist in the Engagement Economy—a new era, a digital world where everyone and everything is connected—and keeping customers is quickly becoming more important than acquiring them.

How to Design the UX of a Website or App to Increase Conversions

Single Grain

For optimizing your software for bringing in conversions, understanding the psychology behind what makes users tick is critical. Knowing the basics of psychology and the application of these principles in designing the product is the key to designing a dynamic website or app that converts.

9 Content Studio Examples to Prove It Can (and Often Should) Be Done In-House

Content Standard

In November, 2016, bathroom appliance manufacturing company Kohler faced this very test—and the answer was yes. Jumping on the exposure, the team staged and shot Kohler president and CEO David Kohler in the exact same outfit, scene, and pose.

The 8-Step Process HubSpot Uses to Optimize Google Advertising Costs


However, there’s enormous demand for the top ad rankings for a lot of keywords, and all your competitors are duking it out to win the top keywords in your industry. And if you’re new to Google ads, check out the basics of Google Adwords in the section below. With over 3.5

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Coin Canisters: The Low-Tech Fundraiser That Can Make You Rich


In the first part of this series , I explained what cause marketing is and how businesses and nonprofits are working together on win-win partnerships. In this second post of the series, I’ll guide you through one of the easiest and most successful cause marketing strategies out there.

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The New Rules of Marketing Technology & Operations


In agile fashion, I’ve continued to revise this model and its presentation based on feedback. Sandwiched between these two layers is an opportunity to shape marketing’s capabilities and culture to your competitive advantage in the customer experience economy.

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The only marketing prediction you need for 2017


I’m honored to have been invited to become a regular contributor to Ad Age , the world’s oldest (since 1930!) and largest publication in the field advertising and marketing. Late October to early February is prediction season in the marketing world.

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Contently Case Story: How Tangerine Streamlines Approvals and Publishes Breaking News


On a brisk winter morning in Ottawa, Ontario, the Canadian federal government held an official budget release to announce how it would spend tax money for the coming year. They sat together in a single room—without their phones—taking notes by hand to craft their stories.

3 Surprising Ways to Succeed in Social Media

Marketing Action

Recently we sponsored a webinar: “The 7 Surprising Ways to Succeed in Social Media,” which more than lived up to its name. 500 CEO by CEO.com in 2012. In a recent conversation he gave me a few tips to share with Marketing Action readers. Tell stories in your own voice.

The Video Game Industry Is Growing: Here Are 4 Ways Brands Are Reaching Gamers


And as many of these games and game systems are beginning to use emerging technology, marketers are getting even more aggressive in this space. Although big companies are looking at in-game marketing tactics more than ever, the interest in reaching gamers actually isn't that new.

Microsoft buys LinkedIn: the largest martech acquisition in history?


This is the largest acqusition in Microsoft’s history — over three times the size of its acqusition of Skype for $8.5 billion in 2011 — and one of the largest in the history of the digital age (we’ll graciously look past that whole AOL acquiring TimeWarner fiasco ).

Rise of the Marketing Platform


The evolution of marketing has historically been measured in decades: 1900s – 1920s: Marketing is focused on product attributes. But in the last few years, technology has taken marketing by storm. Five Big Trends in Marketing Today.

5 Reasons Legacy Brands Struggle With SEO (and What to Do About Them)


Posted by Tom.Capper Given the increasing importance of brand in SEO , it seems a cruel irony that many household name-brands seem to struggle with managing the channel. It’s a common issue for large, well-established sites — peaking in 2013 and 2014 and never again reaching those highs.

B2B Digital Marketing Best Practices to Thrive This Year

Directive Agency

With the year just kicking off, it’s time to lock in your B2B digital marketing strategy for this year! With that in mind, let’s pin down five digital marketing best practices you need to execute ASAP. Client in the Engineering and Manufacturing Space Posting 1x per Month.

B2B Digital Marketing Best Practices to Succeed This Year

Directive Agency

With the year just kicking off, it’s time to lock in your B2B digital marketing strategy for this year! With that in mind, let’s pin down five digital marketing best practices you need to execute ASAP. Client in the Engineering and Manufacturing Space Posting 1x per Month.

Best B2B Digital Marketing Practices to Thrive This Year

Directive Agency

If you haven’t already it’s time to lock in your B2B digital marketing strategy for this year! With that in mind, let’s pin down five digital marketing best practices you need to execute for 2019. Client in the Engineering and Manufacturing Space Posting 1x per Month.

Building a Playful Brand, Brick by Brick: The History of Lego Marketing


Here's a brainteaser for you: How many Lego bricks do you think exist in the world? In 1999, it was named "Product of the Century" by Fortune Magazine. In 2008, Lego's owner Kjeld Kirk Kristiansen was inducted into the U.S. But in 1999, the company found that it needed to change.

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The CMO Council asked 8 good, hard questions about marketing technology management


The following interview was originally published by the CMO Council in the August 2018 edition of their Marketing Magnified e-journal. These are my suggestions in reply. In many ways, we’re living in the golden age of marketing technology.

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Eight steps to thriving on information overload

Buzz Marketing for Technology

In a world in which the pace of developments and amount of information available in any given domain is soaring out of sight, itâ??s d post an article I originally published 10 years ago in the October 1997 issue of Company Director magazine. About Ross Dawson.

The Organic Inbound Marketing Playbook for B2B


The Basics – Businesses often overlook tremendous value in determining their ideal customer profile by neglecting to dig deeper. We think about buyer personas in two main categories: Decision Makers and Doers. Buyer personas are the first step in the sales and marketing process.