Marketing Technology

How to increase revenue without increasing spend – Mobile Marketing Article

30-second summary: CallTrackingMetrics, an SaaS provider of call tracking and contact center solutions, published an e-book aimed at helping advertisers increase revenue from their digital ads. The e-book contains a 3-step approach to maximizing performance on digital ad platforms such as Google and Facebook with the goal of achieving better efficiency from your existing media budget. You can download the free e-book, The Digital Advertiser’s Guide to Uncovering Hidden Revenue Opportunities Without Increasing Spend, from ClickZ. CallTrackingMetrics, an SaaS provider…

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B2B content marketing decoded, top marketing technologies, and AI spotlight – Mobile Marketing Article

30-second summary: Content marketing has the key to a lot of opportunities, NetLine Corporation analysed their first-party data sources and the outcomes strongly support this statement 76% of marketers saw webinars as a good source to drive more leads Ebooks, whitepapers, and guides topped the content demand list, but there’s a twist Who’s most likely to demand more content? C-Suite executives vs Senior VPs The magic time window to reach a CEO was… read on to find out “Content &…

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How AI fits into the martech landscape – Mobile Marketing Article

30-second summary: Today, artificial intelligence, sensors, and digital platforms—and an explosion of data—have already increased the opportunity for learning more effectively; but competing on the rate of learning will become a necessity in the 2020s. The Lean AI Autonomy Scale serves as a framework for assessing how the different capabilities of martech vendors stack up with AI in the industry. All major ad platforms and exchanges are powered today by a dizzying array of complex calculations with the goal of…

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Knowledge Vs Data – BBN – B2B Marketing Article

Why do data integrations keep marketers awake at night? In all the recent marketing research I found, ‘data integration’ was named as the top challenge of marketing departments. Marketing platforms integrate pretty easily, data flows both ways. So, what’s the real issue? Well, let’s start with the phrase ‘data integration’. Does that mean the technical knowledge required for integration? Having the right data? Or is the biggest obstacle for B2B marketers simply a massive disconnect between ‘data integration’ and improving…

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Martech isn’t the solution, marketing is! – B2B Marketing Article

This is a bold statement from a head of marketing automation – especially one who works at an award-winning marketing agency. Not only that, but an agency that won 3 B2B Marketing Awards for martech this year. But it is true. Marketing technology is great. It provides solutions to so many problems. It saves time. It saves money. And it is great to master as a specialism. I love martech. But, and it is a big but… the IT team…

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18 Common Features of a Best-in-Class Lead Nurture Program – B2B Marketing Article

It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic. Modern, best-in-class lead nurture programs focus less on automation, and more on leveraging intent data, AI, social engagement, Web behavior and a host of other variables in order to deliver their messages – through a variety of channels – to…

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Cardlytics combines ad tech with fintech to create a unique walled garden for advertisers – Mobile Marketing Article

30-second summary: Atlanta-based Cardlytics is an ad platform that operates within banks’ native digital channels. Cardlytics brings the worlds of ad tech and fintech together within a fraud-free and brand-safe environment, offering a high degree of trust. Cardlytics boasts an audience within the US of more than 125M monthly active users. Larger than Snap, Twitter, and Pinterest. The Cardlytics platform enables banks to send offers to their end customers and enrich the banking experience by getting cash back. Advertisers can…

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Here’s a Game about Building Your Martech Stack – B2B Marketing Article

TL;DR: you can play the game here. I’ve recently been running workshops to help companies plan deployment of their Customer Data Platforms. Much of the discussion revolves around defining use cases and, in particular, deciding which to deliver first. This requires balancing the desire to include many data sources in the first release of the system against the desire to deliver value quickly. The challenge is to find an optimal deployment sequence that starts with the minimum number of sources…

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