The Algorithm Of Me · Forrester – B2B Marketing Article

Featuring: Fatemeh Khatibloo, Principal Analyst Show notes: While we live in the age of the empowered customer, algorithms still hold sway over what we see, who we interact with, what apps we download, and even how we feel. Fed by an array of data sources, algorithms make inferences about who we are and what we like — but those inferences aren’t always accurate and result in a heavily filtered digital experience.  As our digital identities evolve, the concept of zero party data — data shared explicitly and intentionally by consumers — comes to the fore. What if you decided what your view of…

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The New Role Of Marketing · Forrester – B2B Marketing Article

Featuring: Shar VanBoskirk, Vice President, Principal Analyst Show notes: The purpose of business is changing. Rather than differentiating through a product or business model, companies now need to deliver an ecosystem of value to their customers — and marketing will serve as the catalyst for this change. Historically, marketing organizations were responsible for one thing: promotion. But this sole purpose won’t cut it anymore. Marketing’s new role is to operate at the front line — meeting and understanding the customer…

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