Marketing Land
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Unifying projects and products: The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity.  While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This...

Fri Apr 12, 2024 19:46
The customer data platform market

The current business environment — increasingly omnichannel but with a heavy reliance on digital — requires successful marketers to capture, analyze and leverage data to deliver timely personalized interactions across every customer touchpoint. At a time when uncertainty about everything from war to global warming to economics dominates the...

Fri Apr 12, 2024 18:47
Meta advertisers: Glitchy automated system pushing sales down and costs up

Meta advertisers say the cost of running campaigns across its platforms has surged due to ongoing issues with its algorithm. Brands report sales and return-on-ad-spend have plummeted, while cost-per-click and cost per 1,000 impressions are up by a factor of three in recent months – with no explanation from Meta as to why. Why we care. If...

Fri Apr 12, 2024 16:48
AI-powered martech releases and news: April 11

A marketing campaign using AI to help dogs in shelters get adopted? You better believe I’m writing about that. The Adoptable campaign from PEDIGREE pet products combines AI technology with the brand’s global ad reach to create picture-perfect and location-specific ads for dogs needing a home.  The Adoptable technology, from Nexus Studios, takes...

Thu Apr 11, 2024 22:58
What is B2B marketing and why marketers should care

The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable, and more complex. The challenge for B2B marketers is to support what is now largely a self-guided journey involving numerous personas on accounts and increasingly expanding buying teams. Strategies that were once traditionally B2C are now being adopted by B2B...

Thu Apr 11, 2024 22:58
The effectiveness crisis in B2B marketing: Why MOps must shift focus now

In our zeal to harness the tech part of martech, the ops part of MOps and the automation part of marketing automation, MOps professionals have failed to accomplish the most important part of the equation — marketing. B2B marketing is suffering from an effectiveness crisis, having chased efficiency gains for years. Effectiveness should be mastered...

Thu Apr 11, 2024 19:58

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