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, customer experience and enterprise content management. Barb understands the value of technology and works hard to inform and encourage greater understanding of its role in the enterprise.
Barb Mosher Zinck
Barb Mosher Zinck

Archive: Barb Mosher Zinck

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Gigya’s Jason Rose - from accountant to data-driven marketer

There may have been a time when an accounting background wasn't a fit for a marketing leader. Not anymore. Barb Mosher Zinck shares Jason Rose's unlikely journey - one that landed him in the perfect spot: SVP Marketing at Gigya. Rose also gives a look at his marketing tech stack, and where the biggest challenges lie.

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How much marketing automation capability do you really need?

The martech vendor space is a recipe for brain freeze. 212 vendors - 66 of them new on the scene in 2017. How can a marketing department possibly make sense of this vendor overload? Barb Mosher Zinck shares data on where the priorities fall, and gives her take on a sane/judicious use of these tools.

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The path to integrating intelligence throughout the martech stack

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."

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How machine learning is shaking up e-commerce and customer engagement

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.

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Microsoft and Adobe prepare to take on the “experience” world - together

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.

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How digital transformation is driving change in the marketing organization

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.

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Marketing automation is personal, contextual and mobile - Scondoo’s story

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.

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Can predictive bring sales and marketing together?

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"?