B2B content empathy

CMWorld 2019 experts offer tips on creating with empathy, pitching martech purchases and helping sales

B2B buyers who make the wrong purchase because they didn’t look at a piece of content might see their budget cut, get passed over for promotion or even lose their job — but at least they won’t die a horrible death like Johann Rall. The German colonel is best known to historians for his command […]

martech solutions

Instead of trying to keep up with martech solutions, CMOs should . . .

There are more than 5,000 martech solutions available today, a nearly 40% increase in just a year (Chief Marketing Technologist Blog). Tomorrow, there will be more. The next day, more. For many chief marketing officers and CEOs alike, this constantly growing landscape can leave many feeling like they are behind, like they are missing out […]

MarTech MPB2B

Top 20 Things Heard at MarTech and MPB2B

At every conference we hear statements that stay with us for a long time; some statistics, some insightful, some inspiring, and some just downright funny (especially when taken out of context). I thought I’d share some of these heard at MarTech and MarketingProfs B2B Forum (MPB2B) last week:   “In many use cases talking to […]

common customer ID

Microsoft’s CMO Seeks Common Customer ID For All MarTech Systems

Microsoft’s CMO wants to develop a common customer identification system that would allow B2B marketers to log on to software applications from almost any vendor and ease the process of analyzing the work they do. During the closing keynote of Uberflip’s The Content Experience in Toronto on Wednesday, Grad Conn showed a screenshot of all […]

martech

MarTech: How Technology Will Revolutionize Marketing

Sean Stanleigh, Managing Editor, Globe Edge Content Studio, was cut off for time at BigData Toronto, but still delivered a ton of information in 30 minutes. Let’s start with a definition. MarTech is blending data with content delivery. In a global survey of 3500 marketers, Salesforce found: 51% are using some level of AI 59% […]

martech

B2B Solution of the Week: Trends and Successes in Martech Stack Building

With the recent and rumored announcements by B2B marketing and data analytics providers for cloud solutions that will build on top of Salesforce, Oracle and other SaaS platforms, the multi-relationship model of martech stack-building exists in high relief. And while vendors may be pushing a multi-relationship model, marketers may want to think carefully before pursuing […]

10 Myths Martech Vendors Tell and the Real Story

Marketing technology (martech) users in B2B often have to ask themselves if they fully understand the solutions the martech vendors sell them. Seemingly, these tech goodies perform every conceivable operation under the sun. Turns out many martech tools remain more myth than fact. At the recent MarTech 2016 conference, this topic served as the centerpiece […]

Our Man at Martech 2016: Archived tweets from Derek Handova’s conference coverage

Martech USA is running from March 21 to 23 in San Francisco. Our correspondent Derek Handova is there. In case you missed his live tweets from today’s sessions with John Hardy of Disney and Theresa Regli of Real Story Group @B2Bnewnetwork, here they are collected in chronological order. John Hardy, Director of Marketing Sourcing, The Walt […]

Live from MarTech: Experience optimization should drive your website redesign

Are you regularly testing your company website for optimization success? If not, Chris Goward would likely be wagging his finger at you. The CEO of Wider Funnel has built an entire company around the concept that testing offers the framework for successful experience optimization. He recently spoke at MarTech, a marketing conference taking place in […]

Live from MarTech: What every CMO should do to go digital

What’s the number one worry on the minds of CMOs in the digital age? Fear of losing ground, of falling behind in digital savviness, of becoming irrelevant. No marketing executive ever wants to hear anyone say, “Sorry, but what you’re offering just isn’t relevant anymore.” Social and mobile are the air we breathe these days. Brand […]