Marketing and AI are going to get a heavy does of hype this year. But Barb Mosher Zinck does see some progress. Turns out that machine learning can help with of the most vexing martech problems: lead attribution. A more interesting play is coming: look out for the "integrated intelligence layer."
Approaching e-commerce from a narrow transactional view doesn't work anymore. The e-commerce wins go to companies with better experiences and fewer shopping cart abandons. That's where machine learning can help - but how? Barb Mosher Zinck explores how Sitecore uses machine learning to change e-commerce, as well as digital marketing and content analysis.
Adobe and Microsoft have been pals for a while. But at last week's Adobe Summit, they took their partnership to another level by unveiling new integrations. Barb reviews the implications from the marketing side, including the questions customers should be asking about this partnership versus Microsoft's partnership with Sitecore. Barb also shares a subplot to watch.
Marketing is no stranger to digital. But the topic of digital transformation and marketing can become stale quickly. Barb Mosher Zinck uses marketing approaches from so-called Digital Native companies as a way to inject new ideas. She then contrasts two useful IT models, centralized and decentralized, as a way to rethink how marketing is structured.
Marketing automation is still on the buzzword treadmill. But too often, "automation" ends up being too automated, and not personalized to our device and priorities. In this use case with marketing automation vendor Kahuna, Barb Mosher Zinck tells a tale of marketing automation done right - and what we can learn from Scondoo about how to truly personalize our services.
PWC's 10th annual Global IQ survey brings sobering news. More CEOs embrace digital transformation, but PWC finds that the "digital IQ" of companies is actually declining. Why? Barb Mosher Zinck delves into the data in search of answers.
Marketing teams are knee deep in marketing tech. Rob Howard, founder of DailyStory, thinks it's time for a new perspective. Barb Mosher Zinck explores how marketing tech can get closer to the business, and how DailyStory thinks they can make a difference.
Marketing and sales collaboration sounds lovely - in theory. But what happens when sales gets deluged in marketing leads? Can predictive reduce the time spent qualifying leads, and perhaps uncover new ones? Infer says yes. Barb Mosher Zinck shares her chat with Infer, and evaluates their predictive approach. Are we getting closer to "sales intelligence"?
Most organizations have a boatload of content these days. But a disconnect with the needs of sales renders that content to low value status. Barb Mosher Zinck shares fresh insights on how to avoid that fate - and how marketing can enable sales with content done right.
The role of the CMO is changing. A true partnership with sales requires a mastery of a new set of technologies. But some things never change - like telling a compelling story. Barb Mosher Zinck gives us a look at how CMO Josh Epstein gets it done.
AI is poised to transform marketing. But are marketers ready? A recent Demandbase survey says, without a doubt, no. To get the context behind the numbers, Barb Mosher Zinck spoke to Demandbase about the survey. Here's her analysis.
In the final installment of her Account-Based Marketing series, Barb ties up some vital loose ends, including expert takes on how you measure success, and which metrics count. She pulls in expert views on the problem of sales-marketing collaboration, and asks you, the reader, for your feedback on where we go on ABM from here.
Account-based marketing means taking sales and marketing teamwork to another level. In the second part of her series, Barb Mosher Zinck looks at the tactics required to get ABM off the ground. She quotes experts who've been down this road, and illustrates a sample ABM stack.