MarTech Today

MarTech Today | November 27, 2017

The year’s coming to a close, which means it’s time for B2B marketers to pull out their crystal balls and start theorizing about what’s in store for 2018. The list of predictions this year is likely to be long, given the new innovations and technologies that have emerged in 2017....

MarTech Today | December 08, 2017

As you start planning your budgets and targets for the coming year, data will be front and center. Columnist Scott Vaughan shares four strategies to help you commit to a data integrity plan in 2018.Planning, budgeting and target-setting for 2018 are in full swing. I’ve been comparing notes with B2B marketing executives about their keys to hitting or missing their 2018 growth targets. A surprising make-or-break topic bubbled up in the conversations: data.We know prospect, customer and accou...

MarTech Today | December 20, 2017

For some it won't be an easy transition, but contributor Sonjoy Ganguly says the days of campaign-based marketing are over.As a B2B marketer, you are often caught trying to serve two masters: the need to drive engagement for specific campaigns or periods relative to the business vs. the overall goal to drive persistent ROI throughout the year. In any scenario, it’s becoming more clear that the “campaign” mentality no longer serves.Even marketing’s cousin, advertising,...

MarTech Today | December 26, 2017

For B2B marketing, 2017 was a big year, with changes happening so fast that I barely had time to binge-watch “Stranger Things.”For those of you still reeling from all the activity this year, I thought I’d take a few minutes to recap some of the biggest headlines in B2B marketing and shine a light on how these trends will continue to develop in 2018.Account-Based Marketing (ABM) has been a hot topic for quite some time now, but 2017 was really the year we saw it move beyond the ...