Article by Tiffany Delmore

  • 4 Trends You Need to Know on Martech’s Evolution

    Technology should make life easier, not harder. So far, martech tools have delivered in both directions. While some tools empower marketing departments to accomplish more with fewer resources, many would-be miracle cures only lead to more headaches. Fortunately, martech has begun to mature. A few years ago, the landscape was doubling or tripling annually; last

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  • Hey Boomer! Want Gen Z Customers? Be Like Gen Z

    If you’ve read the news lately, you’ve come across Greta Thunberg’s name. Since skipping school to protest at Sweden’s parliament building in 2018, the 16-year-old Swedish climate activist represents the teen-led climate strike movement. Thanks to Thunberg and the millions she’s inspired, it’s become clear that young people view climate change as a defining issue

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  • How Creative Marketers Can Get What They Need From Data

    Data and creativity have always been siloed, even in our own minds. You’re probably well-acquainted with the idea that our “left brains” are more logic- and data-focused, while our “right brains” house our creativity. The best ideas, however, require input from both hemispheres. The best marketing is no different. To be effective for its audience,

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  • 4 Tips for Creating Effective Content in an Emerging Industry

    Remember when marketers were wringing their hands over weak IoT sales? In the years since, Americans have become the leading adopters of smart home devices. What happened? Content creators caught on. News outlets chased the “next big thing” in tech. Brands put out smart-home setup guides. Security experts wrote how-to after how-to article about securing

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  • 5 Steps to Strengthen Your Customer Success Game

    If customer service is a school coach, customer success is a personal trainer. The former is reactive, transactional, and focused on serving as many people as quickly as possible. Trainers are proactive and flexible, designing programs around what the trainee wants to achieve. But just like athletic trainers, customer success people need two things to

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  • Does More Martech Mean Fewer Brand Fans?

    The optimal brand experience differs from company to company. That might sound obvious, but it evidently isn’t to some CMOs: By overly relying on martech, they’re creating an expensive — and unremarkable — brand experience. According to research from Forrester, CMOs are spending more on tech than any other C-suite members. Through 2022, CMOs are

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  • 3 Music Promotions That Broke Through the Noise (And What Content Marketers Can Learn)

    At least once since 2014, you’ve almost certainly turned the key in your car’s ignition, only to hear U2’s “Songs of Innocence” album ring out. It happens to the best of us because it’s happened to almost all of us. Although Apple’s stunt of throwing the album in every iTunes user’s library without permission was

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  • How to Build an Ad That Grabs Attention in 2 Seconds or Less

    There’s a war brewing on our televisions. It’s not a climactic battle from “Game of Thrones,” but one between the companies providing the content. Streaming platforms from Disney, Apple, NBC, CBS, and HBO, among others, strive to plant a flag on the mountain that Netflix once peaked. And how will this battle be fought? With

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  • What Marketers Can Learn From Digitally Native Brands

    Brick-and-mortar retail is dead, right? The proof is in the rise of dozens of digitally native brands like mattress seller Casper and shoe designer Allbirds — except that these brands are now opening retail stores to augment their digital presence. Casper is set to open an ambitious 200 stores in North America over a three-year

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  • How to Avoid 4 Common Outbound Campaign Mistakes

    Outbound marketing remains one of the most effective prospecting channels, but potential customers are developing even less patience for outdated communications tactics. To make the most of your outbound strategy, avoid common mistakes that send emails into the trash. Consumers deal with hundreds of ads and messages every day, starting from the moment they pick

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