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.
I recently plugged a big gap in my content and research workflow. I thought I'd share my evaluation process - and how curation and bookmarking tools should be evaluated. I'm also including my grade on Instapaper, the tool I tested.
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.
This piece started out as a roast. But as I got deeper, I wanted to better understand why Medium has struggled, and how it might succeed. And what about the enterprise reader? How should we think about our own content investments in light of Medium's rethink?
Enterprise UX design has made big progress - but not so fast. The future of UX is rushing towards us, with AI, bots, voice, and wearables sending designers back to basic training. Then there's the design temptation of manipulating consumers. I take a look ahead - and hand out some informal 2016 UX awards.
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.
Had your fill of buzzword-saturated tech predictions? We've got your holiday tonic. Welcome to Brian and Jon's first annual enterprise software un-predictions.
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.
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.
In this edition: What enterprises can learn from Facebook's post-election fake news maelstrom. Plus - Twitter's redemption and how to squeze out some value. Also: the sudden decline of print media, and the monetization lessons of digital media.
Facebook stands accused of spreading falsehoods and being responsible for Trump's election. While the cause and effect may not be credible it brings into sharp relief the boundaries within which we expect Facebook to operate.
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.