3 Ways to Future-Proof Your B2B Marketing Measurement

By Aaron Mahimainathan Measuring B2B marketing ROI has been an age-old challenge for marketers. And that challenge has only gotten both more complex and more important in today’s crazy, unpredictable world. Consider what we’ve all been through the past few years and how these changes have affected how we live and work: A pandemic, supply chain disruptions, geopolitical instability, economic headwinds, rising interest rates, bank failures and the list goes on and on. These […]

How to Target Influencers in the B2B Buyer Journey

Beyond Decision-Makers: Why and How to Target Influencers in the B2B Buyer Journey

By Michael Skladony, GM of Consumer Services at Semcasting  The majority of B2B buyers (59%) report that there are more than three stakeholders involved in their purchase process, and a quarter involve seven or more individuals. In a world where we’ve seen massive technological innovation, the decline of legacy behavioral targeting approaches and the rise […]

The future of work: how to support remote and hybrid teams

By Michelle Micuda, president, Staples Professional The pandemic has completely upended the way Canadians approach work – where it takes place, how we meet, when we log on, and off – and much more. In partnership with Angus Reid Group, Staples Professional surveyed office employees and senior decision-makers at businesses of all sizes across Canada to better understand the […]

The evolving role of security teams in UX innovation

By Gregg Ostrowski, Executive CTO, Cisco AppDynamics Today, in order to generate value for businesses and their customers, applications must be increasingly robust to ensure a satisfying user experience and minimize bad interfaces that generate mistrust or question the way their data is handled. In this age of immediacy, users are eliminating deficient applications from […]

Forget ‘know your customer’ – it’s time for marketers to embrace a new, real-time approach

by Debjani Deb, CEO of ZineOne For years, ‘know your customer’ has been an essential element for marketers everywhere. But as new eCommerce and social media channels have emerged, marketers have plowed time and investment into gathering as much consumer data as possible – through web history, third-party cookies, and more. All with the aim of […]

5 Obstacles to Effective Data Sharing

By Dr. Tim Wagner, Co-founder and CEO, Vendia Most companies today are understandably focused on what happens within their four walls. But if you depend on partners in order to run your business (think shipping, manufacturing, finance processes, etc.), then it’s also vital to think about that portion of your critical business data that’s created outside of your company. Because so […]

Empower Customer Success Teams with Scalable, Data-triggered Proactive Communication

By Ella Dillon Customer success platforms revolutionized companies’ abilities to understand their customers. These systems make it possible to identify problems, opportunities, and challenges, giving Customer Success teams an unprecedented view of all the interactions taking place across all the touchpoints. There’s only one problem. The number of conversations a Customer Success Manager (CSM) needs to have to […]

The State of B2B Marketing Budgets: Higher Expectations, New Strategies and Optimism

  By Colby Cavanaugh, SVP of Marketing, Integrate  It’s that time of year again. The leaves are changing color, the weather is cooling down, and pumpkin spice inexplicably makes its way into everything from lattes to dog treats. And for many B2B marketers, these signs of fall also mean budget season. It’s a time when […]

Breaking down silos: Combine legacy and modern data sets for successful data transformation

By Steven Karan, Vice President of Insights & Data, Capgemini Canada Data is the key to unlocking business insights, and organizations looking to remain competitive in the market must master the art of data strategy. Despite this need, most modern enterprises struggle with where to start – and how to make data transformation a financially […]