It’s not always true that more options bring greater success. New advances in technology, data analytics, and marketing automation can often create the illusion that we need all the latest and greatest tools to avoid falling behind the competition — or out of touch with customers. But Martech is about […]
In this interview series by the team at Intercom, Slack’s Growth Marketing Lead Rachel Hepworth talks about her journey through the ranks, and the unique challenges that come with unlocking the potentials of growth for one of today’s fastest growing software companies. Find out how Slack transitioned from it’s early […]
Many small business’s realize the value of data when it comes to their marketing strategies. However, the importance of implementing data analysis can fall by the wayside due to the assumption that Big Data benefits are only realized at the medium to large organization level. The truth is that when […]
The campaign is a fundamental component of modern marketing that brands rarely question. It informs the way we think, act, analyze, budget, and plan. But perhaps most importantly, it affects the way we treat our customers. But as Steven Dunston explains, marketers are still stuck in the 17th century when it […]
Traditional retailers are feeling the heat. Even as competition intensifies, shoppers’ visits to retail stores are declining every year. Online retail on the other hand, is thriving, with sales through digital channels (including mobile sales) increasing dramatically in the last few years. Under these hostile conditions, traditional retailers have staked their futures on omnichannel […]
In 3 years the number of martech vendors has quintupled from 1000 to 5000, and theres little evidence of the martech landscape slowing its expansion despite recent rumours of contraction. In part, this is because the impact of marketing practices today expands beyond just that department. Now, Marketing technologists are as […]
A surprising new finding has emerged on the marketing front, especially for organizations in the telecom, financial services, and CPG (consumer packaged goods) industry. Companies in these verticals have begun to realize that, too often their multiple product marketing teams have all been paying to reach the same customer. This not only […]
Customer-focus is an irreversible trend in business today that is impacting all markets, and a recurring topic of discussion among products leaders at the largest software companies. Putting the customer first isn’t just lip service or for brand appeal – it’s a business growth strategy, and businesses who have begun […]
According to research, 80% of all data a company possesses is dark data – i.e unstructured and unanalyzed data gathered from multiple sources. Combine that with other common issues including the complexity of the customer journey, managing too many data sources, and data privacy, and it becomes clear organizations are […]
Providing value for customers is a natural priority for organizations, but measuring that value is a key component you don’t want to miss. Today, the best data-driven companies store and analyze data, but they also create actionable data through the use of A/B testing. A/B testing gives your marketing team the […]