Finding Value in AI
Analysts are increasingly asking whether AI is cost-effective. For marketers, AI has already demonstrated strong ROI over an extended timeframe.
Optimising the Content Experience
User experience often gets lost in the avalanche of content marketing, with conversion suffering as a result. Better approaches are possible.
Avoiding the Legacy Trap
In many organisations, old technology and burdensome processes are a fact of life. It doesn't have to be like that. Businesses can do better.
The Advertising Privacy Balance
There doesn't have to be a trade-off between customer privacy and effective ads. Marketers can deliver both leads and strong data protection.
The First-Party Intent Qualification
There are many sources of intent data, but the best intent comes from the data that you already have. Are you making the most of your first-party data?
What Happened to Martech Consolidation?
Martech vendors were supposed to merge, and tech stacks were supposed to shrink. So, why is the martech landscape growing by 27.8% year on year?
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.