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Bridging the gap between IT and marketing to improve martech collaborations

…A recent Wipro study of marketing executives found that just 6 percent believe that most of their marketing team is martech conversant, and more than half consider martech competency gaps to be a barrier to success. Marketers seem to understand the “why” behind marketing technology, but precious…

The new marketing mindset

…Twitter. Marketing automation systems let us build engines to distribute content to millions (billions?) of readers, listeners and watchers. Marketers are building massive data warehouses that enable segmentation and personalization on a scale never seen before. Software has eaten marketing, whether…

Martech: Marketing

In-depth coverage of the latest marketing technology news and expert insights on marketing automation platforms, marketing intelligence and marketing clouds.

Marketing Automation

…interactions with the brand, measures prospect response to marketing programs, and delivers prospect information to sales representatives through the company’s CRM or salesforce automation (SFA) systems. When used effectively, marketing automation systems will deliver a continuous flow of qualified…

Marketing automation made easy

…500 B2B companies have adopted marketing automation, it leads one to believe the experts are indeed correct. But the reality is, marketing automation is quite easy to implement and use. Understanding marketing automation Marketer Sheila Kloefkorn describes marketing automation as “the practice of…

Act-On adds Account-Based Marketing

Marketing automation platform Act-On is jumping with both feet onto the account-based marketing (ABM) bandwagon. The company has announced its new ABM Marketing Automation solution, so that marketers can more readily promote brands, generate demand and maintain customers with an account-oriented,…

Related Content: Account-based Marketing

Marketing Land Staff

Marketing Land is a daily publication covering digital marketing industry news, trends, strategies and tactics for digital marketers.

ABM: Account Based Marketing

ABM is the practice of identifying key accounts and/or high value prospects with coordinated marketing programs. Marketing technology enables account-based marketing by allowing sales and marketing teams to effectively scale efforts and communicate targeted messages to similar accounts.

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