Barb Mosher Zinck

Barb Mosher Zinck

Barb Mosher Zinck is a senior content marketer and marketing technology analyst. She works with a range of clients in the tech market and actively tracks and writes about digital marketing and customer experience. The former Editorial Director of CMSWire.com and a former IT Architect, Barb understands the value of technology and works hard to inform and encourage greater understanding of its role in the enterprise.
Barb Mosher Zinck

@bmosherzinck

Content & Product Marketer, Martech Analyst, wife, mom. Founder/Publisher of Digital Tech Diary
Barb Mosher Zinck

Archive: Barb Mosher Zinck

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Account-based marketing III - metrics, post-acquisition support and relationships

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.

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The tactics, content and technology behind account-based marketing

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.

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Account-based marketing - get your foundation right

Account-based marketing is the next big thing - supposedly. But if you fall into the trap of chasing marketing tech, it's not going to work out. In the first of a new three part series, Barb Mosher Zinck shares the keys to a solid ABM foundation - with tips from vendors and experts.

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How Coach improved visual merchandising through digitization

Enterprises have learned the hard way that manual processes don't scale. The hope is that digitization can solve that - but that's not always the case. Barb Mosher Zinck shares how Coach's smart use of collaboration tech has enabled them to manage the physical presentation of 1,000 global stores.

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CXM - looking back and forward to 2017

Why have customer experience platforms raised as many problems as they've solved? Why does personalization at scale remain elusive? How will AI impact personalization efforts? Barb Mosher Zinck explores as she looks back and ahead at CXM. Some of the smartest folks in the industry chimed in.

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The CMO’s road from brand ambassador to customer champion

CMOs are in the middle of massive transition. The opportunity? Lead marketing into a key role championing customer experience. The danger? Get mired in operational duties - and left behind. Barb Mosher Zinck looks at a new CMO study, and shares the visions of leading CMOs.

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How tech vendors can fight dark martech

Dark martech sounds ominous. But it's more like Shadow IT - another misunderstood phenomenon. Barb Mosher Zinck looks at the surge of "dark martech" and assesses its pros and cons.

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Influencer marketing - the myths and the tech

As brands struggle for attention, influencer marketing matters more than ever. The tools to manage influencers are plentiful - but you won't get far until you bust through these myths.

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Three ways to use social media other than as a megaphone

The social media bullhorn has not delivered for most brands. Barb Mosher Zinchk explains why brands struggle with social media marketing, but she doesn't advise abandoning social altogether. The alternative? A savvier approach that includes social for service, insights, and competitive analysis.