Last year I attended the Marketo Marketing Nation Summit and had the opportunity to be entertained by keynote speaker James Corden of the CBS Late Late Show and of “carpool karaoke” fame. Central to Corden’s talk was the importance of truth and transparency in both comedy and marketing. And aside from the obvious irony in today’s era of alternative facts and fake news, he made a great argument for keeping things real. In addition to Corden, the buzz at the summit was all about the latest trends in marketing tech,…

On December 14, the Federal Communications Commission voted to repeal the net neutrality regulations set in place by the Obama Administration in 2015. Although this  doesn’t necessarily mean the end of the free internet world, businesses are smart to start preparing for possible challenges in their digital marketing and advertising strategies. The retraction of net neutrality will have industry-wide and game-changing consequences on how and when consumers engage with content online. This is especially unfortunate at this…

Historically, marketing and sales have been siloed in two different arms of a company. Marketing was focused on establishing relationships with potential customers, while sales was concerned with closing leads. Marketing tried to understand and target its customers through data, while sales would often only reach out to prospects and clients when they needed to sell something. All of that is changing though, as SaaS subscription models call for a sales rep to resell a product year over year to customers. One of the…

Erik Newton VP of Marketing and Head of SEO - BrightEdge Event-specific content made big waves in the retail and commerce industries in 2017, and we were intrigued to know how modern marketers analyze the impact of customer data on their hyper-local content marketing campaigns. Diving deeper into the niche of content marketing, we spoke to Erik Newton, Vice President of Marketing and Head of SEO, BrightEdge.Tell us about your role at BrightEdge and the team you handle. I am the VP of Customer Marketing and Head of…

Location Technology Pioneer Strengthens Senior Leadership as Global Demand Rises for Location Data and Insights in North America and Abroad GroundTruth, the leading global technology platform driving offline visits and sales by leveraging location as the primary source of intent, announced the appointment of Chief Marketing Officer, Eric Hadley and Senior Vice President of North America Sales, Jeff Hackett. Eric Hadley brings more than 20 years of marketing and sales leadership experience to GroundTruth. As a…

Combination Strengthens Analytics and Insights Capabilities and Expands National Presence Digital transformation agency HS2 Solutions announced that it has completed the acquisition of LunaMetrics, an award-winning analytics consultancy that specializes in using data to help businesses illuminate the bridge between marketing, user behavior and ROI. The acquisition brings an industry-leading digital and web analytics consulting offering to HS2’s broad range of digital transformation capabilities across strategy,…

As 2017 comes to a close; the preparation for 2018 begins, and for event marketers that means ramping up for the countless events and trade shows their organizations will be hosting, exhibiting at or attending. With mega events like Dreamforce and CES each drawing in more than 170,000 attendees this year alone, the number one question on most marketers’ minds is how to cut through the noise to make their company stand out and deliver personalized event experiences in 2018. With 70 percent of US-based senior marketers…

Known for its Ranking Factors Study, enterprise SEO and content marketing platform, Searchmetrics recently released the Media Ranking Factors 2017. The report talks about the role of AMP in online media and how media sites should structure their content to perform well in organic search. We spoke to Daniela Neumann, VP Product Management, Searchmetrics, to learn how these factors affect content creation and management.Tell us about your role at Searchmetrics and the team you handle? At Searchmetrics our mission is to…

The Smartphone in Your Hand, a Tiny Device at Glance, Holds Major Significance in Terms of Marketing. How? MTS Got the Experts to Answer That Question 'The Most Significant Gap in Mobile Today Is the Performance Marketing Category' Michael Jaconi - CEO, Button: In the marketing tech world, I still think that mobile is a tremendously underserved category. As the gap between time and money spent on mobile continues to close, I believe we’ll see transactional revenue streams emerge as more and more important than the…

Software and Life Sciences Veteran Joins Sales Enablement Innovator to Scale Business and Technology Operations in 2018 Qstream, makers of software that uses science, data, and mobile technology to ignite sales performance, announced the appointment of Richard Lanchantin as Chief Executive Officer.  Mr. Lanchantin succeeds co-founder and CEO Duncan Lennox, who will transition to a new role as Chairman of the Board. "We're sincerely grateful for Duncan's leadership during the company's crucial early…

Dentsu Aegis Network today announces that it has acquired Detroit, Michigan-based HelloWorld, a digital marketing solutions provider focused on promotion and loyalty solutions. The business will be rebranded “HelloWorld, a Merkle Company.” “The acquisition of HelloWorld increases our collective scale in providing loyalty strategy, technology, and engagement services that support the life cycle of our clients’ programs, across industries” With 370 people and a proprietary technology platform, this acquisition will…

When It Comes to Marketing and Customer Engagement, Content Rules the Martech World. A Recap of What Experts Had to Say About Content in the past Year 'Condense All Content into One Central Management System' Daniel Rodriguez - VP, Marketing, Seismic: The most important aspect of content management is that the various repositories are integrated and that there is a centralized process in place to ensure that content creators and marketers know what content is being used and when. If there is no centralization and…

Innovation Isn’t Restricted To Techies. Using Existing Tools To Best Suit Your Business Is The Real Challenge Innovation may be a buzzword that lots of people like to throw around. But what does it really mean, and how does it apply to you as a marketer? We searched through tomes of knowledge shared by CEOs and CMOs to bring you the final word on what innovation is, and where it can take you. ‘Chaos Is One of Several Key Ingredients To Foster Innovation’ Michael Driscoll - CEO, Metamarkets: I believe chaos is one of…

Jeroen Seghers Co-Founder, Sourcepoint We spoke to Jeroen Seghers, Co-Founder Sourcepoint, to understand how content compensations platforms are evolving to tackle the  evolving needs of content creators and publishers.MTS: Tell us about the inspiration behind creating a content compensation platform. Jeroen Seghers: Sourcepoint was founded in 2015 to understand and meet compensation challenges faced by digital publishers. At the time ad blocking was the number one issue that impacted a publisher’s ability to generate…

The Second Part of  the Predictions Series for 2018 Covers Insights on Content Marketing, Audience Engagement, Social Media Platforms and the CMO's New Allies That Would Transform An Organization's Digital Identity Top martech CMOs and marketing executives feel that 2018 would be the most challenging year to deal with. However, the path to success would witness unprecedented developments in content marketing, employee advocacy and the growing inclination towards AI/ML technologies. We would see many significant…

Where is VR Going, Who’s Doing What And What Is The Best Way For You To Use It For Marketing Or To Drive Leads. A Recap of What the Experts Had to Say ‘81% Of People Who Try VR Tell Their Friends About It’ Tyler Calder - CMO, Yulio Technologies: The best ways to use VR for marketing and/or to drive leads will depend on the nature of a business and what it’s trying to achieve. However, in my opinion, it should now be considered in every marketing conversation.  A few reasons why: Adoption is On The Rise Right now…

Scott Miller CEO, Vision Critical In our MarTech Predictions Series 2018, six out of ten CMOs feel that behavioral data would be the most formidable data-set behind the marketing campaigns. To understand how omnichannel engagements at a behavioral level influence customer experience, we spoke to Scott Miller, CEO at Vision Critical.MTS: What purpose does the ENGAGE handbook serve for research marketers and analysts? Scott Miller: Participation in market research activities is declining and we believe that is the…

A roundup of the best of our Martech Interview Series.  2017 was the year that saw some of the top names in MarTech feature in the Martech Interview Series. As part of our year end specials, we present a recap of some of the best interviews.  Luca Di Persio, Head, Global Marketing Communications, Mosaicoon on the biggest challenge that CMOs need to tackle to make marketing technology work "It’s quite simple: what matters is the power of Data. That’s true both for the strategy and for the tactic. Indeed, Mosaicoon is a…

A Cheatsheet of What MarTech Industry Experts Had To Say About Using Location Data To Better Serve Your Customer Base  ‘Location Data Is Tying Digital Spend To Offline’ Gladys Kong - CEO, UberMedia: Despite the rise of e-commerce, the majority of real-world business outcomes still occur in offline environments beyond the reach of digital attribution models. Mobile location data is closing that gap. In the last few years, UberMedia has released multiple innovations linking business efforts and results to actual location…

Our Interview Series Has The Choicest Industry Experts Sharing Precious Insights From Their Years Of Experience. Here’s A List Of The Key Takeaways From CEOs that MTS Spoke To We did the work so you wouldn't have to. Here is a round-up of some crucial learning from the last year in MarTech Interview Series. "Bots Will Empathize" Alok Kulkarni - CEO, Co-Founder, Cyara: The very dynamic nature of providing a personalized service to the consumer with a bot can be challenging because of the vast minutiae involved with…