Martech

MARCH 22, 2023

Educate yourself and reach out to your community Think about all the advice — in columns like this on MarTech, during webinars, in white papers and guides — that poured out as the business world shifted gears during the pandemic. Suppose implementing propensity is the right strategy to improve your marketing results; get it done.

Marketing Strategy 103

Marketing Strategy Whitepaper Thought Leadership Marketing 103

Search Engine Land

JULY 26, 2023

Always-on marketing requires more planning, content, creativity, budget and time over standard short-term lead generation campaigns. All of this should be exciting to any marketer, but it will take time and persuasion to convince your company, especially your finance team, to approve. Making big bets can yield big returns.

Whitepaper 94

Whitepaper Finance User-Generated Marketing 94

Martech

MAY 25, 2022

Although you don’t want to be completely beholden to legacy systems, you do need to consider how your new marketing technology integrates with current, and quite possibly, future systems. Do you see a sea of messy code over the horizon, or do you see a fluid integration in which data flows easily from one system to the next?

Whitepaper 109

Whitepaper Email Marketing CRM Customer 109

Martech

MARCH 22, 2022

Transactions usually happen offline in B2B marketing. Thus, B2B marketers focus on lead nurturing and qualifying for sales contacts through education, becoming a trusted industry news source and microtransactions like whitepaper downloads, webinar and conference registrations, information requests, how-tos, Q&A, etc.

Email Marketing 117

Email Marketing B2C Law Marketing 117