If you listen to many marketing technology vendors, then AI is the only trend that anyone seems to care about. We were back at Anticon last week at the excellent Magazine London in equally fabulous (and very unusual) warm autumn sunshine. There was a definite buzz about the potential of AI technology around the venue. … Continued
Welcome to the 6th episode of our MOps Unlocked Webinar Series in which we explore techniques and approaches to enhance your Marketing Operations.Â
Generative AI is fast becoming a multi-purpose tool. Already, there have been signs that the technology will disrupt society in new and unexpected ways. It promises a new era of unprecedented productivity, while exposing businesses to new and unexpected risks. As widespread AI becomes part of daily business operations, it will impact the day-to-day responsibilities … Continued
There’s been a lot of talk in recent years about the relevance of MQLs to B2B marketing, particularly in the context of ABM. Forrester would have you believe that leads are a dead-end concept, holding back B2B marketers from delivering the real value of accelerating opportunity progression through the funnel. Most marketers I speak to … Continued
Data is everywhere in marketing. A successful marketing program requires finding the right audience, which is then measured with the right data. Everyone understands that good reporting requires good data. Yet, few people understand what good data actually looks like and where it can be found. Every technology platform has its own analytics features. Every … Continued
Many marketers view marketing operations through the operational responsibilities that give the discipline its name. However, marketing ops has many roles within the business. The day-to-day tasks of budgeting, campaign execution and lead flow management are crucial, but they frequently take precedence over the broader role that MOPs can play in the modern enterprise. By … Continued
In an uncertain economic environment, the question of business value is paramount. Marketing is a revenue generating activity. The most successful CMOs are measured on pipeline delivered as well as leads generated. However, not everything marketing does has an easy to measure revenue contribution. Brand awareness is an obvious example of this, but it applies … Continued