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 […]
Category: MarTech
SnapApp, Terminus Take Aim at Gated White Paper Approach to Lead Generation
B2B marketers need to stop relying on gated PDFs to white papers and ebooks if they’re serious about lead generation, experts told The Content Experience event in Toronto this week. The two-day conference, which is produced by Uberflip, offered a deep dive into many approaches to creating assets to drive awareness and purchases, but there […]
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% […]
B2B Trending Conversations: “MarTech Overwhelm Syndrome” and More…
Welcome back to B2B Trending Conversations, our weekly collection of buzzworthy B2B tweets and social posts. This week, we’ll discuss whether buying LinkedIn followers is right for your company and which followers to avoid. We’ll explore how to increase sales using inbound marketing, learn how to avoid the “dip of disillusionment” in content marketing and […]
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 […]
How I Learned to Stop Calling IT and Run My Own MarTech Stack
Except for PR people, marketing staffers get the least respect of any part of the B2B ecosystem. They’ve been at the mercy of IT, product development or engineering in many tech startups, and some larger organizations, to implement and operate their martech stacks. But now the velocity of B2B has increased, and marketing has to […]
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 […]
B2B Inspiration: Hacking Marketing with Scott Brinker
Over the past decade, marketing responsibilities and tactics have changed dramatically, a prominent marketing technologist said. In today’s digital world, Scott Brinker likens the challenges of creating great marketing with those of creating great software. “They’re both juggling an explosion of digitally powered interactions in a tornado of constant change and innovation,” Brinker said. “They’re […]
Where is Martech now?
Somewhere, between sarcasm and wonder, Martech came out of the cloud. The term has become associated with a plethora of catch phrases and even bigger budget spends. Now, Martech is likely to be described as an integrated enterprise marketing suite, or as a big-data-marketing-sales-retention cycle dashboard to end all dashboards. It is an idea everyone […]
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 […]
Live from MarTech: The key elements of lean product design
There are infinite ways to create great product experiences, says Jeff Gothelf, lean evangelist and principal author at Neo.com. He was one of the notable speakers at MarTech, a leading marketing conference in San Francisco. Lean product design is the key to learning in a continuous world, one in which innovation and change are the […]