Marketing Technology

Why Haven’t We All Moved to Customer-Focused Content Yet?   One of the most common habits in B2B marketing is to focus on why you love your cool products. I hope you do! Your passion and innovation are what make your story interesting. Also, in the era of fake news—people care even more about why you do what you do.   The Siren Call of […]

If you’re like me, your eyes may start to glaze over or you get a sick feeling in your stomach when someone mentions “Salesforce cleanup” or “deduping” or “we need to clean up the dirty data in Salesforce,” or makes reference to any other necessary maintenance activities. It doesn’t have to be an overwhelming project, and can be quite invigorating to accomplish small wins […]

When considering a content marketing platform, or any marketing technology for that matter, there are several key questions to ask prospective vendors. Here is a simple checklist to help you through the process. Vendor Evaluation Checklist History. How long has this business (product) been in the market? The martech space is nearly doubling every year, which means many new tools have flooded the market. […]

Innovative B2B marketers are fluent in newer digital and content marketing practices. We’re constantly adding a new spin to classic tactics. And, we’re grooving on the opportunity to entertain and engage customers as we find the great story in our B2B solutions and people. This makes it fun and keeps the craft interesting. But what’s new can be hard. And noise levels are increasing […]

Big data and artificial intelligence drive a ton of digital dialogue these days. Is it all hype? What can we actually expect in 2017? Let’s start with data. With our every click, call, and digital choice, we’re leaving trails everywhere. Here’s what happens in an “Internet Minute”: Amazon – $83,836 more in sales per minute Spotify – 24,752 more hours of music uploaded per […]

We’re all tech companies Technology is borderless. Every region, industry, and job role is using or affected by technology. Even if you’re trying to remain off the grid, there are people and bots working to figure you out. Something as basic as having a driver’s license or a phone number makes you findable in our techno-age.   The era of “tech companies” is over; there are […]

Scott Brinker of chiefmartec.com estimates there are nearly 4000 technologies in the martech space. IDC has created a higher level view that breaks these technologies into main areas: interaction, content, management and administration, and data and analytics; and notes that CMOs’ influence has moved beyond traditional spending areas into more parts of the business. Modern marketers are more involved, and often lead the implementation of, […]

As a marketer, I feel like we finally are getting the serious attention we deserve from the technology world. You just gotta love the MarTech map that Scott Brinker at chiefmartec creates every year. Here’s his latest: Having recently led marketing at a content marketing startup, I had a front row seat to this world. We have some amazing new tools available, and yet there’s very little […]