Articles

Tag: #martech

  • Are You a Digital Transformation Laggard?

    Are You a Digital Transformation Laggard?

    The secret to long-term business success is "digital transformation" — or so we've been told repeatedly over the last three years. At conferences, during meetings, in conversation, no matter what the original topic, the talk inevitably returns to digital transformation.  And while I buy the premise, the reality is messy.

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  • Shift Your Marketing Metabolism Into High Gear With Agile

    Shift Your Marketing Metabolism Into High Gear With Agile

    Agile marketing sounds great in theory: a sort of Holy Grail that answers all the current challenges of marketing in a digital world.  But in practice it requires a huge shift in marketing management and operations.

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  • Why Agile Marketing Is the Antidote to Constant Change

    Why Agile Marketing Is the Antidote to Constant Change

    Marketing can feel like a herculean task these days.  From internal demands and dynamics to outside forces, the pace of change is mind-numbing.  Agile marketing has emerged in the last few years as a way to tame the never-ending demands of modern marketing.

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  • Building the Perfect Marketing Organization

    Building the Perfect Marketing Organization

    Everyone is looking for a simple prescriptive formula to structure and build their marketing organizations in this crazy technology environment we all now inhabit.

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  • Take a Break From the Marketing Action to Think About Strategy

    Take a Break From the Marketing Action to Think About Strategy

    One of the benefits — and pitfalls — of digital marketing technology today is that it allows marketers to take action quickly. The allure of speed and the false sense of accomplishment rapid activity gives leads some marketers to push forward without having a strategy in place first.

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  • The Elements of a Strategic Marketing Program

    The Elements of a Strategic Marketing Program

    Marketing in a startup is challenging.  You start with no brand awareness, no resources and little to no budget. In some cases, your startup is breaking new ground and faced with trying to establish a new market or product category.  Too many startups fail to have a strategic plan.

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  • How to Avoid Drowning in Digital Systems

    How to Avoid Drowning in Digital Systems

    We have a problem. We are throwing SaaS solutions at our digital content problems with abandon.  Our content may be exponentially growing, but so are the tools we implement in an attempt to navigate through the vast payloads of information.

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  • 2016 Contributors of the Year: Anita Brearton

    2016 Contributors of the Year: Anita Brearton

    Marketers who are struggling with unwieldy technology stacks, who fear their companies lag the competition in the deployment and management of software, who worry they aren't making the most of the tools at hand, know this — you are not alone.

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  • 5 Challenges Marketers Must Face in 2017

    5 Challenges Marketers Must Face in 2017

    Marketing today is a bit like being on a roller coaster — it has its ups and downs, but no one would ever complain that it's boring. Marketing is on the frontlines of revenue generation and fills a mission critical role in virtually every organization.

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  • Marketing Trends Shaping the Year to Come

    Marketing Trends Shaping the Year to Come

    Ask any of your friends, “are you sick of marketing email?” and you’ll be sure to hear the same thing: marketing emails flood their inboxes. You probably agree. Personally, I spend 10-20 minutes a day grooming through my emails and unsubscribing from marketing emails.

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  • The Future CMO: Chief Innovator, Chief Transformation Officer & More

    The Future CMO: Chief Innovator, Chief Transformation Officer & More

    Marketers know that words matter ... as do numbers.  That’s why successful Chief Marketing Officers are developing split personalities — part artist, part technologist.

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  • The CMO Conundrum: How to Balance Short- and Long-Term Needs

    The CMO Conundrum: How to Balance Short- and Long-Term Needs

    Like all executives, CMOs are on the hook to hit ever-increasing performance targets. Tasks like creating markets, precise positioning and a predictable pipeline.  But with these big hairy audacious agenda items come day-to-day expectations of demanding sales teams, finicky customers and impatient executive peers: “I need it NOW!” This is

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  • Anita Brearton: Marketers Should Start With Strategy, Discard What Doesn't Work

    Anita Brearton: Marketers Should Start With Strategy, Discard What Doesn't Work

    Anita Brearton understands the challenges digital marketing teams face.  Before founding Boston-based CabinetM with co-founder Sheryl Schultz, Brearton ran an e-commerce company and watched as her own digital marketing team struggled to find, implement and manage the technology they needed to interact with customers.

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  • Does Your Marketing Technology Support Cross-Channel CX?

    Does Your Marketing Technology Support Cross-Channel CX?

    Cross-channel customer experience (CX) is a non-linear animal.  A customer’s need-based path more closely resembles Indiana Jones’ tenuous navigation through the Temple of Doom rather than a nicely manicured path in the woods. Adding to the ambiguity are the many definitions of customer experience offered by vendors and verticals.

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