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.
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.
diginomica in 2016 according to Barb - it's all about content and marketing.
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.
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.
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.
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.
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.
Is the role of the marketing technologist in trouble? That's one conclusion to ponder from reports on the state of martech. Barb Mosher Zinck assesses the data. One big issue: the marketing technologist without the breadth of skills needed for digital transformation.
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.
Companies have bought into content marketing, but there's still a learning curve to conquer - not to mention the danger of a tired content routine. Using fresh data from The Content Marketing Institute’s 2017 report, Barb Mosher Zinck offers new options for breaking out of the content doldrums.
When you're managing content across three continents and seven languages, you can't afford a sloppy process. Barb Mosher Zinck got the low down on how App Annie approaches content marketing, and why they decided to go with Percolate to manage content at scale.