• How to bridge the gap between creative marketers and marketing analysts

    How to bridge the gap between creative marketers and marketing analysts

    Data-driven marketing organizations must create a conduit of information between their data teams and creative teams. However, legacy organizational structures, specialty skills and a lack of shared information often hinder this flow.  Let’s explore the roots of the divide between creative marketing teams and marketing analysts and uncover practical solutions to bridge this gap.  Understanding…

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  • 7 value-added assets to engage and upsell customers

    7 value-added assets to engage and upsell customers

    We know martech and demand generation strategies work best to engage prospects when brand recognition is present. So, why don’t we consistently use those strategies on existing customers with a higher brand understanding? Many marketing teams neglect the opportunity to engage and upsell customers using proven, data-driven prospecting techniques.  Customer marketing and prospecting are not…

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  • Marketers, it’s time to walk the walk on responsible media

    Marketers, it’s time to walk the walk on responsible media

    As the advertising industry grapples with the growing importance of brand safety, sustainability and supporting diverse and inclusive content, marketers face the challenge of translating these ideals into actionable strategies. While many have been vocal about these issues, implementing responsible media practices is proving more complex than anticipated.  Responsible media involves practices that: Prioritize brand…

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  • Optimizing your email program: Finding sweet spots and tipping points

    Optimizing your email program: Finding sweet spots and tipping points

    We email marketers often look for the sweet spots in our email programs — the points in an email cycle when subscribers are most likely to do what we want, like purchasing or signing up for an event. We can use testing to get answers to questions like these: Which acquisition source delivers more qualified…

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  • Gone in 30 seconds: Marketing in an increasingly distracted world

    Gone in 30 seconds: Marketing in an increasingly distracted world

    In the movie “Gone in 90 Seconds,” Nicolas Cage and his crew have to steal 50 cars in a night. The goal is to steal the car in less than a minute and a half to reduce the chances of getting caught. The car is there one minute and literally gone the next.  It’s eerily…

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