Marketo’s Marketing Nation became an event-within-an-event at Adobe Summit on Thursday, where senior vice-president Steve Lucas referenced everything from The Matix to Coachcella and Fyre Festival to explain how B2B marketers can focus on creating stronger experiences for their customers. Following its acquisition by Adobe last year, Marketo’s key product, engage, was enhanced with several […]
“I had this siloed-off experience. I wasn’t engaging with them . . . there wasn’t empirical data. (Social media) has expanded my idea of storytelling and the ability to reach a larger, but more specific audience.” The comments above were not made by one of the many B2B CMOs attending Adobe Summit in Las Vegas […]
Adobe is trying to demonstrate progress in bringing technologies from Marketo and Magento into its Adobe Experience Platform this week, but possibly the best insight at Adobe Summit so far was a glimpse at a more custom product: a dashboard the company uses to track its own marketing and sales performance. Speaking to approximately 17,000 […]
There may be something kind of cuddly about the employees walking around in giant felt suits in the shape of numbers, but a pair of TV spots from HR outsourcing specialist Insperity are meant to make a serious point about remembering the “human” in “human resources.” Based in Houston and formerly known as Adminstaff, Insperity […]
Was Henry Ford the world’s first Chief Product Officer? The assembly line he created at Ford Motor Company, which reduced the time it took to build a car from more than 12 hours to two hours and 30 minutes, was a radical shift from American manufacturing practices of the early 1920s. For the first time, […]
Eighty three per cent of B2B marketers say the production of content is their top priority, and a nearly a third have driving sales and conversions as their primary goal, according to a study from Walker Sands released Thursday. Based on a survey of approximately 300 marketers, the report from Chicago-based agency Walker Sands, titled […]
Although he immediately apologized for being five minutes late to our call, Neal Gottsacker had a good excuse: he was finishing up the kind of conversation that’s critically important between a chief product officer and their counterparts in marketing. “I was just meeting with our CMO. We just spent the last five minutes talking about […]
Showpad CPO Louis Jonckheere says the launch of the firm’s unified Sales Enablement Platform will help one of the least-supported in the enterprise to offer “coaching at scale” with training tools, easier administration and more. The Chicago-based firm’s release comes only nine months after it spent $50 million to acquire LearnCore, a provider of coaching […]
As basketball fans tune in for some intense competition during the 2019 NCAA Tournament, Google is using the commercial breaks to show how its Google Cloud infrastructure is running data analytics applications to help developers better understand the game and even predict what might happen. Produced by its creative agency Eleven Inc., the 30-second TV […]
Want to see a room full of marketers roll their eyes? Speak the words, “employer brand” and stand back. You might as well be lecturing teenagers about condoms. I know this because I’m good at embarrassing teenagers and I was that eye-rolling marketer seconded to an employer branding project about ten years ago. Now there […]
If you’ve reached something of a cruising altitude with your ABM strategy, it’s certainly cause for feeling gratified. Implementing ABM effectively and growing it is no small accomplishment. After all that hard work, it’s time perhaps to ease up on the throttle, but it’s also time to stay vigilant about your ABM effort. It’s a […]
DemandBase used its ABM Innovation Summit on Thursday to launch a reporting tool called Cross-Campaign Analytics designed to harmonize the data around campaigns run with its customers on its own platform as well as with publishers, demand-side platforms and more. In a keynote that was livestreamed from the ABM Innovation Summit in San Francisco, DemandBase […]
The number of companies reporting year-over-year increases in budget for account-based marketing activities has fallen nearly 20 per cent, and 41 per cent say measuring and reporting results is a challenge, according to research from Terminus released this week. Conducted in partnership FlipMyFunnel and Heinz Marketing, the third-annual Terminus State Of Account-Based Marketing report is […]
Monica Behncke wasn’t necessarily thinking about the potential of AI in B2B when she let her teenage son plan their vacation at an amusement park, but she was quick to recognize the parallels. Speaking at last week’s SiriusDecisions Summit Canada in Toronto, the research firm’s VP and group director noted how amusement parks involve a […]
There are few activities more sedentary than watching TV, but that may make it the perfect place for EY to feature its latest marketing campaign about its role in helping companies like Varidesk pursue their business goals. Best known as the maker of office furniture that can be transformed from a traditional workspace into an […]
As a Chief Product Officer for a B2B, promotion may not be top-of-mind when you are in the conception and development stage. But, this is a good time to talk to your public relations’ (PR) team members. Sure, they will take your product and promote it once it’s ready to launch, but it’s important to […]
A digital marketing innovator for a quarter century, Philip Smolin is an industry expert on data and analytics, programmatic media buying, audience targeting, and the emerging business models redefining marketing. As Chief Strategy Officer of Amobee, Smolin is responsible for driving their global strategy and key growth initiatives that integrate data, analytics and programmatic activation, […]
When someone starts a sentence with “Did you see that ad from . . . ” you’re probably expecting to hear names like Nike or Coca-Cola rather than, say, an provider of marketing technology. According to a study of buyers from a B2B ad agency, however, one of the best ways corporate brands could help […]
It was during what he describes as a “patio meeting” that Evan Little and his team decided the time was right to try account-based marketing — after all, nothing else was working anymore. “We were working very hard for very little results. We had to change something,” Little, director of growth at Toronto-based employee benefits […]
Even if the swords they brought up onto the stage at SiriusDecisions Canada Summit on Tuesday weren’t made out of plastic, it was pretty clear the marketing and sales execs from Bell Business Solutions weren’t really trying to kill each other. That said, Michelle Bourque and her colleague Rishi Patel admitted they were not immune […]
