Articles
Tag: anita brearton
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Why Authentic Marketing Is Really Your Only Option
Authenticity is important, without it you just create dissonance and leave prospects and customers annoyed.
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How to Simplify and Increase the Complexity of Your MarTech Stack at the Same Time
Marketers are tasked with both cutting costs and simplifying their martech stacks, while also remaining on the cutting edge of tech innovations. Impossible?
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The Dirty Secret of the SaaS World: Customer Churn
Reducing churn should be the priority for SaaS companies. It benefits their bottom line and it benefits their customers. Here's how to reduce churn.
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Dismantling Data Silos Isn't Just a Tech Challenge, It's About Meeting Customer Needs
To improve the customer experience, companies must adopt uniform cross-departmental strategies and integrate siloed data to create comprehensive customer views.
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2017 Contributors of the Year: Joanna Schloss
An interview with Joanna Schloss, one of CMSWire's top contributors of 2017.
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2017 Contributors of the Year: Anita Brearton
An interview with Anita Brearton, one of CMSWire's contributors of the year
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A Networking Strategy to Grow Your Peer Base
Purchasing a new marketing technology platform can be daunting — and is frequently accompanied by a great deal of stress. You have to first determine what type of platform you need to address your needs, then create a list of products to assess.
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Big MarTech Trends From the Fall Conference Season
Every fall, we in the marketing technology world enter an endurance marathon as we move from conference to conference, shuffling through crowds to visit marketing technology vendor booths and making our way to the next session about the latest in technology trends. By this time each year I'm exhausted.
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Goodbye Digital Transformation, Hello Cathedral Thinking
We marketers just love jargon, we can’t help ourselves. Why write simply when it’s so easy to pump up our statements until they are virtually unintelligible? “Best of breed solutions to maximize human capital and innovation,” is a recent favorite example.
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Struggling With MarTech? Rethink Your Agency Relationship
CMOs, marketing professionals and agencies alike say the relationship between companies and their agencies have changed over the last three years. Chiefmartec editor and ion interactive co-founder and CTO Scott Brinker listed approximately 750 tools in his marketing technology landscape in 2014.
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The Art and Science of Planning a Marketing Budget
We've reached the midway point of the year. The time when people take vacations, travel to warm beaches and ... start their planning and budgeting processes for the coming year. For marketing departments, they're doing this in the face of increased responsibilities in three areas: Brand responsibilities — which encompass
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Dear Panicked and Stressed Marketers, It's OK, Nobody's Figured It All Out
Anita Brearton's official title is founder and CEO, but she says the stories she hears from clients also make her a “marketing mom.” “We hear all the marketing sob stories,” said Brearton, whose Boston-based company CabinetM offers a discovery and management platform for marketing technology strategy and digital transformation. Our expenses are out of control. Our security isn’t tight enough. Our storage isn’t large enough. We have five different contracts with the same marketing automation vendor.
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Where Does AI Fit in Your Marketing Strategy?
Digital transformation is a never-ending process. As soon as you've integrated the latest device or marketing trend into your strategy, the next one appears on the horizon.
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Are You Playing Hide and Seek With Your Customers?
In our race to fill the top of the funnel with leads, we in the B2B world often end up preventing potential customers from interacting with us in a natural and authentic way.
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