The Return of Events
Marketers have spent years trying to replace the role of in-person events for lead generation. So, why is everyone suddenly going back to events?
The Evolution of Lead Nurture
The formula for a successful lead nurture program has changed. Nurture still has a critical role in the B2B marketing mix, but experience is key.
Tech Stack Fragmentation: The Platform Effect
New product launches at Adobe Summit highlight the growing fragmentation of vendor portfolios, as well as the benefits of this strategy for martech buyers.
The Cookie Compliance Question
Third-party cookies were meant to be replaced in 2024. That deadline is now in doubt, but marketers still have new tracking questions to answer.
The Disconnect behind Tableau Pulse
The role of BI within the business is changing. A new AI feature from Tableau delivers a new way to track KPIs and visualise marketing performance.
The Drift to Salesloft Deal
The purchase of a leading marketing chatbot platform by a sales technology vendor highlights the increasing overlap between martech and sales tech.
How Technology Can Streamline ABM
Successful ABM relies on mapping buying groups within enterprise accounts. In practice, this has been impossible to do accurately until now.
The Opportunity to Improve Sales Automation
Sales campaigns are subject to the same personalisation demands as marketing campaigns. There is an opportunity for marketing to align and improve results.
2024 Predictions
As marketers learn the most effective uses for Generative AI, we will start to see solutions for long-term reporting and personalisation challenges.
AI-Generated Personalisation
Good personalisation is essential to marketing success. Yet, some channels are easier to personalise than others. AI will close that capability gap.