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Five Things That Marketers Need to STOP Doing in 2018

Embracing every new Martech “solution”  Let’s face it, there are now more than 5,000, yes 5,000, martech companies that all claim to hold an important place in your martech stack. Not possible. Curate your partners to only the ones that truly engage, convert and win over prospects and help drive your revenue. Thinking that Account-Based Marketing (ABM) will solve everything Sure, ABM is a valuable marketing approach, but maybe because many marketers have been executing these high-touch, personalized campaigns focused on a…

Trends in Marketing Technology Budgets Could Impact Data Quality and Hygiene

Part One of  The Predictions Series for 2018 Covers Futuristic Insights on Marketing Budgets, Data Management, and Data Quality and Martech Delusions 2017 proved to be a phenomenal year for marketing technology vendors as we witnessed the ecosystem growing to 5300+ companies. In a way, if it’s marketing, it’s has be digital, and more specifically personalized, real, and optimized to meet contemporary standards of Customer Marketing. According to Chief Martech, 2017 fetched us 40% more martech solutions compared to the…

Interview with Wayne Townsend, President, Epsilon

"Those that are successfully transforming their attribution practice are measuring performance around a customer-obsessed KPI, making it more customer-oriented and indicative of the entire customer experience." On Marketing Technology MTS: Tell us a little bit about your role at Epsilon and how you got here? I lead a team that combines data, predictive analytics and best-in-class technology to deliver digital marketing solutions that drive dramatic, measurable results for our Fortune 1000 clients. The global sales, client…

TechBytes with Adrian Velthuis, Chief Revenue Officer, Mobile Posse

Adrian Velthuis Chief Revenue Officer, Mobile Posse The last couple of years have presented more questions than solutions for marketers hoping to cash in on the audiences that are glued to their mobile phones. How does one make subtle suggestions, target the right crowd, speak up through the noise and most importantly, compete with giants like Facebook and Google.  Adrian Velthuis, Chief Revenue Officer at Mobile Posse puts those doubts to rest.MTS: Tell us about your role at Mobile Posse and the team you handle.…

Interview with Rami Alanko, CEO, Beemray

"Location data should not be considered merely as coordinates of a device. Coordinates do provide a precise point of a device but the interesting thing is the context. " On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to start an audience intelligence company? I am the CEO and founder of Beemray. I have been an entrepreneur more or less all my life having different types of companies over the years. When my video platform company got acquired, I started researching areas that I…

Interview with Tyler Calder, Chief Marketing Officer, Yulio Technologies

"Whether it’s immersive storytelling, communication of complex spatial design, the showcasing of products in curated environments or virtual, ‘in-the-seat’ experiences, VR brings a heightened platform for translating ideas into experiences that people are engaged by." On Marketing Technology MTS: Tell us about your role and how you got here. What inspired you to be part of a VR technology company? I’ve always been attracted to organizations that are trying to cross the chasm. First, this was with Eloqua and seeing some of…

Why Every Marketer Needs to Focus on Conversations in 2018

Retail marketing is an extraordinarily intricate combination of art and science. Building a brand requires a powerful vision that connects with as large a portion of a highly diverse customer base as possible. Yet, driving revenue means understanding that very diversity on a very personal level, while also extrapolating predictable trends and insights around consumer behaviors, desires, and objections. Walking this complex balance has been made more difficult for physical retailers by the emergence of ecommerce. Not…

Interview with Wendell Lansford, Co-Founder, Wyng

"Given the widespread use of bots to inflate engagement, we’ll likely see marketers dial back their influencer spending until they are able to have reliable metrics." On Marketing Technology MTS: Tell us about your role and how you got here. What inspired you to start a digital marketing platform? I’ve always had a passion for entrepreneurship and I first began developing software in middle school. I started my formal career in software development in the early ‘90s, when the internet was first being commercialized. My…

Create Deeper Connections to Drive Conversion, Close Deals with End-to-End Personalization

A recent EConsultancy Conversion Rate Optimization Report found that 96% of organizations rated marketing personalization as a “highly” or “quite” valuable method for improving conversion rates. The shift from simply discussing the possibilities of personalization to real-world deployments has been especially pronounced in the B2B marketing world, given the increased investments and emphasis on areas such as account-based marketing (ABM) and persona-based marketing. B2B marketers are using new tools, data and tactics…

TechBytes with Chris Wareham, Senior Director, Product Management, Adobe Analytics

Chris Wareham Senior Director, Product Management, Adobe Analytics Data, data, and more data… modern marketers in 2017 are surrounded by more data types than previously known to the business group. Smart moves for data-driven marketing requires a clear distinction between audience data, customer data and B2B data… and of course, the impact they have on building intelligent automation. Rather than guessing with on-off data, top CMOs recommend marketers to rely on data management and analytics platform that provide a…

Interview with Jen Spencer, VP, Sales and Marketing, SmartBug Media

"The lines between content marketing and sales enablement are blurring daily, but a piece of sales enablement material should bridge the customer’s marketing to sales experience. " On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to be a part of an inbound marketing agency? As Vice President of Sales and Marketing, my role involves leading SmartBug’s sales, marketing, and brand strategy; extending the company’s leadership among the HubSpot partner ecosystem; and providing a…

TechBytes with John Steinert, Chief Marketing Officer, TechTarget

John Steinert Chief Marketing Officer, TechTarget With greater accessibility to Big Data, modern marketers are exploring new ways to leverage data and scale targeting-related challenges at various stages of the buyer’s journey. Combining buyer’s profile with the intent data, marketers can build powerful automation channel and turn customer insights into a lead scoring machine. Powered by insight, Purchase Intent Insight by TechTarget is one such solution that amplifies intent behaviors from accounts and contacts active…

Four Ways Marketers Can Strengthen Their Big Data Muscles

While Many Marketers Are Exhausted By Big Data, A Focused Program Will Ensure Real Results Big data dominated marketing-related headlines a few years ago, hitting its peak around the time the term was included in Gartner’s Hype Cycle for Emerging Technologies in 2013. Many marketers bought into the hype, believing the promise that big data would lead to deeper customer insights, more granular targeting and better campaigns. But, marketers now realize that it’s called big data for a reason. With its daunting magnitude…

TechBytes with Barry Pellas, Chief Technology Officer, PointSource

Barry Pellas Chief Technology Officer, PointSource A recent study by PointSource, called The Executing Digital Transformation, probed 300 decision makers in marketing, IT and operations about the challenges businesses face when trying to make improvements with the end-users in mind. Challenges include framing a digital strategy, ensuring departments work in synergy and knowing what the consumer wants. We spoke to Chief Technology Officer at PointSource Barry Pellas about how to navigate this digital transformation.MTS:…

Swrve Introduces Intent Engine With Support for Real-Time Audience Profiling

Real-time Intent Represents Major Step Forward in Empowering Organizations to Deliver Meaningful, Effective One-to-One Customer Communications Swrve, the leading Customer Interaction Platform, announced the general availability of its Intent Engine, delivering comprehensive, real-time, behavioral insight relating to every customer or prospect, and supporting more effective communications as a result. With the Intent Engine, Swrve customers can read and target consumer intent and propensity, meaning the interactions these…

Interview with Alok Kulkarni, CEO, Cyara

"Voice experience management is going to become a core competency for any marketer and represents an exciting opportunity to develop in the digital economy. " On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to start a customer experience assurance platform? I had been working in the contact center industry for over 15 years and what I loved about it was how critical customer experience was for the success for any business and how passionate our customers were about it. However,…

SparkPost Launches Jump Start Program for New MarTech Partners

SparkPost To Reduce Integration Investment Required By New Martech Partners Looking To Use Its Email API Service  SparkPost, the most performant cloud email delivery service available, announced its Jump Start Program to supply new MarTech providers with the expert advice and integration services they need to leverage the industry's leading email sending platform, at no additional charge. The new program both advances SparkPost's leadership position in the MarTech sector, and builds on the company's commitment to…

Canvs & Ampsy Partner To Bring Audience Emotion Measurement To Live Events

Partnership Unlocks Granular Location-Centric Audience Emotion Insights for Biggest Brands in Music, Sports, Retail, Travel and Conferences While Digital can’t compete with the physical magic of live events, that doesn’t stop people from live-sharing their real-world experiences across social platforms. Enter the emotion measurement leader Canvs who has partnered with the hyperlocal live events analytics company Ampsy to deliver location-centric audience emotion insights at events for the biggest brands in music, sports,…

Interview with Julie Lyle, Chief Marketing Officer, DemandJump

"CMOs should have a clear understanding of the business challenges they are trying to solve and/or the customer value they are trying to deliver and use these factors to invest in prescriptive intelligence platforms. " On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to be part of an AI-based marketing intelligence company? My role at DemandJump is a hybrid between Chief Revenue Officer, Chief Marketing Officer, and Advisor. In fact, I became an investor in DemandJump after I…

Poor Personalization and Lack of Trust Cost US Organizations $756 Billion Last Year

Accenture Study Finds that 44% Consumers Are Frustrated When Companies Fail To Deliver Relevant, Personalized Shopping Experiences, 49% Are Concerned About Personal Data Privacy US consumers are locked in a vicious circle with brands over customer experience, according to new research from Accenture. While 44 percent are frustrated when companies fail to deliver relevant, personalized shopping experiences, nearly half (49 percent) are concerned about personal data privacy as they subscribe to intelligent services designed…