Intent data - the good, the bad and the work required to figure it out
The road to hell is paved with good intentions; the road to good account-based marketing should be paved with intent.
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The problem isn't event technology - events were already broken. We need creative event design
Event startups want to throw technology at the virtual event problem. But enterprise events were already broken. Better virtual events don't start with technology - they start with creative event design.
Email marketing is a top tactic - but doing it well remains a challenge
Email marketing never goes out of style - but that doesn't mean it's paying off. Fresh data from Ascend2 reveals some email marketing surprises. How should marketers apply these lessons?
Cook and Zuck - a divine feud with enterprise implications for data privacy best practice
Apple's Tim Cook and Facebook's Mark Zuckerberg square off with increasingly sharp words in the latest tech sector catfight, but it's a tussle that has wider implications around privacy, both personal and corporate.
Bloomreach acquires Exponea for CDP and marketing automation
Checking out the e-commerce experiences on offer through a Bloomreach/Exponea CDP tie-up.
Omni-channel learnings from Sally Beauty - meeting customer experience challenges with Salesforce as e-commerce soars
In the first of a 2 part use case, Sally Beauty Holdings Group VP of Digital Strategy and Innovation explains how the retailer adapted its marketing and sales communications when COVID struck.
e.l.f. Cosmetics - the perfect make-up for online beauty retail success with Google, Salesforce and social
e.l.f. is an online beauty products success story, building on analytics and cloud tech from Google and Salesforce to connect with its customer base.
B2B selling in 2021 - give me industry expertise over the flawed pursuit of hyper-personalization
My last piece on the myth of hyper-personalization stirred the pot - but I didn't do enough to establish a viable alternative. So grab your beverage of choice, and check my outspoken argument for where sales and marketing should head in 2021.
Saying 'I do' to a unified customer experience - The Knot Worldwide looks to personalised marketing as COVID disrupts wedding plans
The $100 billion a year US wedding industry has been severely disrupted by COVID restrictions. That's created personalisation challenges for The Knot that it's addressing via Salesforce Marketing Cloud.
Re-imagining customer loyalty programs - Salesforce pitches a wider approach
Lynne Zaledonis, SVP Industry Marketing at Salesforce, talks through the firm’s new Loyalty Management product and shares her point of view on why companies need to re-imagine how they think about customer loyalty experiences.
The myth of hyper-personalization - algorithms are still undermining the customer experience
I have a few bones of contention with the hyper-personalization crowd. But is there a better model for B2B? Grab your beverage of choice, and let's follow the argument and see if it has merit.
What would a hybrid event look like? Answer: you'll need much more than a streaming keynote.
What would a terrific hybrid virtual event look like? Is it viable to combine virtual and on-the-ground events? Here's nine tactics that could spark hybrid events - and some thoughts on how events may evolve this year.
2020 - the year retail faced its greatest challenge...with mixed results
The omni-channel balance was never more important in retail circles than in 2020 - and the challenges that raises will carry on into 2021...
2020 - the year in martech
Marketing against a backdrop of COVID-19 and the rise of online interactions...
