Measuring the Value of Marketing Operations
Marketing Operations is more than just a cost centre. It's a strategic multiplier that enhances the value of campaigns. How do you prove that to a CMO?
Order and Chaos: Organising Unstructured Data
Marketers have more data than they can possibly use. Yet, low data completeness is an ongoing challenge. Generative AI can help solve both issues.
Bridging the Gaps: Finding the Buying Group
Buying groups are the basis for successful ABM. Yet, how do you map them? AI removes the manual tasks no one wanted to do anyway.
Bridging the Gaps: Linking ABX Experiences
Data silos limit the impact of ABM. Disconnected campaigns harm the customer experience. Is there a solution to fragmented tech stacks?
Overcoming Communication Silos in Marketing
A lack of internal coordination leads to a disjointed customer experience. But communication silos can be overcome with a more structured approach.
The Data to Deliver: Account Based Experiences
Decision makers increasingly demand personalised experiences in a B2B context. Yet, marketers often lack the data to deliver them - until now.
Beyond Leads: Marketing Operations in 2025
Marketing is being asked to do more, but isn't getting the budget to match. In 2025, that will lead to a focus on efficiency and predictive analytics.
Account Based Convergence
ABM has fundamentally changed the martech stack. Deeper alignment between marketing and sales has created a new technology and data ecosystem.
Next-Gen Synthesis: Data and AI
Shifts in B2B buyer behaviour, mean that data quality has become the biggest challenge for many marketers. AI is a critical part of the solution.
Is there a Future for MQLs?
According to analysts, MQLs have no future in B2B marketing. It's a convenient narrative which highlights major problems. Reality is more complex.