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Demanding Views

This section provides insights from some of the most prominent industry thought leaders in the space.

Programmatic Advertising Tricks For B2B Marketers

Programmatic Advertising Tricks For B2B Marketers

As more B2B buyers favor online channels, targeted advertising is gaining traction as an important part of an end-to-end marketing strategy. In 2024, U.S. B2B marketers will spend a third of their budgets on digital channels, according to a recent study from Winterberry Group, with 42% spending on CTV and…
3 Ways To Rev Up 2024 Marketing With AI While Avoiding Data Privacy Pitfalls

3 Ways To Rev Up 2024 Marketing With AI While Avoiding Data Privacy Pitfalls

Marketers are incredibly excited about generative AI, as the technology makes delivering immediate, personalized customer experiences at scale possible. Marketing’s holy grail — hyper-personal, self-sustaining flywheels that leverage data to eliminate friction on the customer journey— is finally within reach. According to Salesforce research, more than one-half of surveyed marketers…
How Email Marketing Innovations Will Impact Brand Strategies

How Email Marketing Innovations Will Impact Brand Strategies

Email: An endlessly reliable channel for marketers of every stripe. For years, marketers have counted on email as the channel with the highest ROI (an average of $36 per dollar spent). The future looks bright for email, with the global marketing email market expected to hurtle toward a $17.9 billion…
So, You’ve Inherited A Martech Stack: Now What?

So, You’ve Inherited A Martech Stack: Now What?

In today's competitive landscape, organizations are continuously seeking strategies that maximize long-term value while containing costs. New marketing leaders — particularly CMOs — face the challenge of minimizing the cost of ever-growing tech tools without a full view of their organizations’ needs. This is often referred to as the "Inheritance…
Using The Right Data To Beat Analysis Paralysis

Using The Right Data To Beat Analysis Paralysis

The concept of data-driven marketing promotes the idea that more information leads to better results. But while data is certainly crucial to informing impactful marketing strategies in the digital age, focusing on the wrong numbers is deeply counterproductive. And with nearly 329 million terabytes of data being created every single…
The Role Of Behavioral Targeting Signals In Direct Response Marketing

The Role Of Behavioral Targeting Signals In Direct Response Marketing

The first audience that most advertisers work with is their own website visitors. After all, retargeting campaigns perform better when a high concentration of traffic comes from high-value search keywords or newsletter clicks. This is true because customer data-driven audiences and retargeting audiences are one in the same. 
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