Cutting through the hype: Generative AI adoption in B2B
MarTech » B2B Marketing
by Mark Ogne
2d ago
Ah, there it is again — the genAI buzz. It’s going to transform B2B sales and marketing, right? You’ve been on LinkedIn. Like me, you’ve come across a flood of posts waving hands in the air — AI is a magic pill promising to skyrocket productivity, slash costs and practically do your laundry. But here’s the wet blanket: If AI adoption was as straightforward as these posts suggest, why does nearly everyone find themselves with a case of the hives when they think about it? United in hesitancy and confusion Boston Consulting Group gives us some numbers that’ll probably make you feel comfortable ..read more
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3 reasons why digital video and CTV are booming in 2024
MarTech » B2B Marketing
by Chris Wood
2d ago
Video ad spend is expected to rise 16% year-over-year in 2024. Brands are interested because of the deep penetration that CTV and digital video have with U.S. households. Streaming services and other publishers are stepping up to bring more ad-supported options to consumers, along with better ad experiences. Dig deeper: IAB NewFronts rings in the age of digital video dominance Here are three key reasons behind this growth in digital video and the numbers behind them. Ad-supported CTV is widely adopted and preferred by many CTV is an accepted part of many U.S. households. As of 2022, 93% of U ..read more
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7 tips for using marketing automations to drive leads
MarTech » B2B Marketing
by Jade Bunke
2d ago
You want to capture more leads. But your marketing team is already running on fumes,  attempting to drive results with limited resources. How can you use software to build a lead-generation engine that delivers big results?  Marketing automations can help you streamline processes, increase productivity, and yes, capture more leads. Are you ready to shift your team into high gear?  When building automations, you’re attempting to automate repetitive processes and create more customer connections. However, delivering big results goes far beyond streamlining efficiencies and expand ..read more
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Alicia Arnold: Spotlight on the expert
MarTech » B2B Marketing
by Chris Wood
4d ago
Alicia Arnold is the founder of a consulting company, AK Arnold, and draws on 20 years of experience working with Fortune 500 companies to help them transform digitally. She is also a valued contributor to MarTech and a speaker at The MarTech Conference. We discussed the importance of being able to translate technology and break down silos in organizations, all while never losing sight of the customer. (Interview edited for length and clarity.) Q: How did you first get into marketing and technology? How did this lead you to customer experience? A: Oh boy, I started out in direct marketing. W ..read more
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How would a TikTok ban impact influencer marketing?
MarTech » B2B Marketing
by Constantine von Hoffman
4d ago
The U.S. government is threatening to ban TikTok in the country if ByteDance, its China-based owner, refuses to sell. The loss of the hugely popular social media platform could mean big changes for brands’ influencer marketing in the United States.  Status of the law. Last month President Biden signed a law requiring TikTok to be sold within nine months or be banned in the U.S. ByteDance has repeatedly said it will not sell, and the Chinese government said TikTok’s key asset — the algorithm it runs on — cannot be moved outside China. Last week the company filed suit in federal court to b ..read more
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Curb introduces one-stop advertising solution 
MarTech » B2B Marketing
by Chris Wood
1w ago
Today, Curb, a ride-hailing app for licensed taxis, announced Curb Journey Connect (CJC), which allows advertisers to execute cross-channel campaigns on mobile and in-cab screens. The new ad solution taps into Curb TaxiTV — original content shown on in-vehicle screens — and mobile ad units that run before, during and after rides. “Before CJC, advertisers lacked the capability to simultaneously run or synchronize mobile and TaxiTV ads,” Liz Tamam, Curb’s marketing and media director, told MarTech. “This innovative technology now enables brands to engage with their audiences through a two-way s ..read more
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Meta rolls out genAI features for advertisers
MarTech » B2B Marketing
by Chris Wood
1w ago
Today, Meta introduced new genAI-powered features allowing advertisers to automate the creation of text and images in ads on the company’s social platforms. New tools and features will be added incrementally, but the aim is to have them available globally by the end of the year. The company also announced Meta Verified for Businesses, a multi-tiered subscription service for businesses to help build credibility with customers. Why we care. New genAI tools abound in the marketer’s toolbox. They account for a large portion of new solutions in the latest Martech Landscape. But how is the technolo ..read more
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Lead scoring for existing customers: Best of the MarTechBot
MarTech » B2B Marketing
by MarTechBot
1w ago
Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative AI chatbot for marketing technology professionals. I am trained with MarTech content. Here’s something somebody asked me! After that, how to improve prompts to get even better answers from me. Prompt ..read more
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The problem with B2B marketing: Misaligned measurement is stifling innovation
MarTech » B2B Marketing
by Liam Moroney
2w ago
It’s a tired cliche that B2B marketing is the “boring” sibling to B2C, but that doesn’t mean it’s not true. When it comes to the creativity of our advertising and its effectiveness, there are more systemic issues at play. Also, while B2B deals with leadership mindsets that make creativity difficult, that is only part of the problem. Most of the problem is that marketing success is measured by outcomes that have nothing to do with how advertising works. Delivering qualified leads who don’t know us The underlying B2B problem, before we even get to advertising, is that marketing success is judge ..read more
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New ways to identify B2B buying group members
MarTech » B2B Marketing
by Ruth Stevens
2w ago
Understanding and engaging the buying group is critical for B2B success. When companies need to make major purchases, they typically assemble an internal team — known as the buying group, buying committee or buying center — to evaluate options and make the decision. This group can comprise anywhere from a handful to over a dozen members, each with their own roles, responsibilities and agendas. Marketing to buying teams is not the same as marketing to accounts. Accounts, especially at larger companies, may have a number of different buying teams looking at different buying opportunities. Tradi ..read more
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