Search Engine Land

JANUARY 24, 2024

PPC advertisers running Google Shopping ads typically choose a brand, margin, or category-based structure for their campaigns. Integrating product scoring into your marketing strategy: A step-by-step guide Incorporating product scoring into your marketing strategy is a step toward more precise and effective Shopping campaigns.

Campaign 125

Campaign Profit margin Product Construction 125

Martech

AUGUST 22, 2023

Account-based marketing (ABM) is a B2B strategy with evolving technology that helps marketers identify in-market prospects and craft digital experiences for buying groups and individual group members. The strategy and technology go hand-in-hand because ABM is intrinsically strategic. Register for The MarTech Conference here.

Technology 98

Technology Technology Intrinsic Pipeline 98

Martech

JANUARY 5, 2023

My resolution is to change the perception of Marketing Ops to be seen as a strategic partner that marketing leadership relies on to achieve their objectives. Objective: To have marketing leadership view the Marketing Ops team as a strategic partner. In order to do that, I need to market the value of my team internally. Sales Managers.

Strategize 111

Strategize Objectives and Key Results Campaign Promote 111

Martech

AUGUST 3, 2022

This morning, during my communications campaign course at the University of Oregon, a student asked me why we research best practices and try to find examples of successful campaigns that are relevant to our client. Technology used. Technology used. It was a great question. Previous pub crawls can be found on Twitch.tv/lisapeyton

Campaign 128

Campaign Gaming Education Technology 128

Heinz Marketing

APRIL 19, 2023

By Michelle Voznyuk , Marketing Specialist at Heinz Marketing B2B SaaS marketers face a unique set of challenges when it comes to strategic planning. The industry is constantly evolving, with new trends and technology emerging at a rapid pace. What is Strategic Planning? Strategic planning also helps you optimize your resources.

Strategic planning 89

Strategic planning Strategize B2B Price 89

Martech

MARCH 29, 2023

A “more is better” notion in marketing technology results in cluttered and inefficient stacks, overspending, underutilization and poor ROI. It’s time to prioritize a strategic and holistic view of your company’s martech stack and create a lean, efficient, results-driven marketing technology infrastructure.

Technology 119

Technology Technology Objectives and Key Results Strategize 119

Salesforce

JANUARY 4, 2024

We’ll dive into how you can build drip email campaigns that build on themselves organically and make your customers feel like every message they get is relevant for them. Why use drip campaigns? How do you optimize drip campaign performance? Table of contents What is drip marketing? How do you get started with drip marketing?

Campaign 120

Campaign Objectives and Key Results A/B testing Promote 120

Martech

APRIL 30, 2024

Marketing technology is the backbone of marketing operations, enabling organizations to efficiently and effectively manage campaigns, analyze data and engage customers. Martech optimization is a systematic and ongoing process of evaluating, adjusting and enhancing the components of a company’s marketing technology stack.

Strategic planning 119

Strategic planning Technology Technology Strategize 119

Martech

DECEMBER 21, 2021

Many brands know marketing ops is an important piece of any campaign, but not all know how to orchestrate them effectively with high-level strategies. They want to be doing strategic work, they want to see and make decisions on the fly. 6 reasons why marketing operations is foundational to successful campaigns.

Campaign 128

Campaign Strategize CRM Engineering 128

Martech

DECEMBER 7, 2021

The rise in marketing technology platform offerings, coupled with consumer behavior shifts, has created a need for strategic transformation. Courtney Trudeau, Senior Director of Technology Strategy at Merkle, recently worked with Dick’s Sporting Goods to build out a marketing tech roadmap for the brand to address these issues.

Technology 122

Technology Technology Sports Pitch 122

Search Engine Land

APRIL 4, 2023

Love it or fear it, ChatGPT has put generative artificial intelligence (AI) squarely at the center of the current technological discourse. Yes, this sophisticated technology has limits, and it has the potential for misuse and for creating misinformation. That’s essentially what we do at Adthena. How does Adthena use ChatGPT?

Campaign 100

Campaign CTR Click Through Rate Construction 100

ConversionXL

JUNE 16, 2022

A marketing playbook helps you achieve brand consistency across channels and campaigns. A marketing playbook is a reference guide that outlines how a business will manage its marketing on a particular channel or campaign. What’s inside will differ depending on the channel or marketing campaign. Marketing funnel. Measurement.

Campaign 149

Campaign Objectives and Key Results Launch Click Through Rate 149

Salesforce

APRIL 1, 2022

There are so many boxes to check to deliver a successful B2B marketing campaign. That’s why marketers across industries are looking to marketing automation technologies to pick up the busywork and free up time for them to innovate. Our 6 Inspiring B2B Campaigns features in-depth profiles of companies across several industries.

Campaign 98

Campaign B2B Strategic partnership Healthcare 98

Martech

APRIL 5, 2024

In some cases, CMOs and other leaders may want to pursue new technologies as this landscape evolves quickly. Marketers are in a strategic position to help increase the use of martech tools as they are deeply involved in how marketing processes work, what type of outputs are required and how this could affect customer-facing communication.

Strategize 122

Strategize Campaign Technology Technology 122

Martech

FEBRUARY 8, 2024

Building strong data foundations Recently, we have seen some revolutionary new technologies introduced to digital marketing. It is, therefore, imperative that we work on getting the fundamentals right before we dive into the exciting possibilities of these technologies. The strategic use of GA4 is crucial in this process.

Finance 120

Finance Strategize Technology Technology 120

Martech

FEBRUARY 13, 2024

You’ve explored the crucial link between your martech stack and strategic goals in “ The CMO’s guide to aligning martech and business strategy ,” understanding why syncing these elements boosts efficiency, customer value and growth. Look into omnichannel customer experiences and inventory management integrations.

Objectives and Key Results 114

Objectives and Key Results Cross-sell Strategize Retail 114

Martech

FEBRUARY 19, 2024

As marketing technology and consumer behavior continuously evolve, skills have a diminishing half-life. Strategic CMOs develop skills rubrics spanning martech fluency, data analysis, creative direction and more. In particular, skills-based hiring enables marketing teams to achieve four key imperatives that empower strategic goals.

User Experience 136

User Experience Strategize Technology Technology 136

Martech

MARCH 21, 2024

As artificial intelligence technologies rapidly advance, marketing teams are tasked with integrating these powerful tools into their existing operations. Envision AI optimizing campaign analysis or automating routine tasks, thereby freeing your team to focus on more strategic work. How will AI streamline your operations?

Objectives and Key Results 127

Objectives and Key Results Strategize Technology Technology 127

Martech

APRIL 12, 2024

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals.

Product 114

Product Objectives and Key Results Strategize Technology 114

Search Engine Land

DECEMBER 12, 2023

Enter the world of predictive analytics, where the key to above-and-beyond search performance lies in the strategic use of AI technologies and the integration of your own customer data, marketing data and web analytics data. Discover how activating these models on Google Ads campaigns can lead to unparalleled performance outcomes.

Campaign 123

Campaign Strategize Technology Technology 123

Martech

DECEMBER 14, 2023

It’s about making sure your marketing technology investments are more than just fancy tools. They should be strategic assets, a vital and consistent part of your overall business strategy. Disconnected martech stacks frequently fail to leverage data effectively, missing out on insights that could drive strategic decisions.

Strategize 124

Strategize Technology Technology Retail 124

Search Engine Land

APRIL 29, 2024

Break out your campaigns in Google Ads by industry, job title or other ways to best segment your audiences. With this knowledge, you can create highly targeted campaigns that resonate with prospects personally, driving higher engagement and conversion rates. This also includes short-form videos.

B2B 123

B2B Lead generation Education Campaign 123

Martech

APRIL 19, 2024

Understand local vs. national campaigns Local advertising differs from national campaigns in several ways: Audience specificity: By zooming in on precise geographic areas, brands can tailor messaging to align with local communities’ customs, preferences and nuances. New competitors.

Retail 122

Retail Campaign Strategize Strategic planning 122

Martech

APRIL 25, 2024

That’s over thirty years of biological, psychological and social diversity, not to mention varied interests, economic means, technological proficiency and media consumption habits. They spend more than other groups on material goods that cater to quality of life, such as health supplements and assistive technology. Outspend on Temu.

Trust 131

Trust Represent Legal Niche 131

Sales Pop!

MAY 17, 2024

AiSDR is a tool that transforms the approach to email campaigns, offering innovative ways to automate and optimise processes. This ensures that messages are engaging and relevant to the audience, which in turn increases the effectiveness of campaigns and boosts customer engagement.

Objectives and Key Results 52

Objectives and Key Results Strategize Campaign Growth 52

Martech

OCTOBER 17, 2023

To thrive, advertisers must find a careful balance between both technologies, ensuring the right level of human oversight and control, as well as an integrated approach to automation that ensures strategic control, brand safety, compliance and, of course, results at scale. AI offers the potential to accelerate these benefits.

Strategize 126

Strategize Campaign Technology Technology 126

Search Engine Land

OCTOBER 17, 2023

To thrive, advertisers must find a careful balance between both technologies, ensuring the right level of human oversight and control, as well as an integrated approach to automation that ensures strategic control, brand safety, compliance and, of course, results at scale. AI offers the potential to accelerate these benefits.

Strategize 123

Strategize Technology Technology Campaign 123

Heinz Marketing

APRIL 30, 2024

This necessitates a strategic approach that transcends traditional marketing tactics. They possess a profound understanding of technology and are wary of superficial marketing messages that fail to resonate with their needs and interests. Collaboration with subject matter experts is paramount to ensure accuracy and relevance.

B2B 89

B2B Niche Strategize Trust 89

Martech

FEBRUARY 2, 2024

It’s easy to get caught up in the promise of cutting-edge technology and lose sight of the practicalities involved in bringing these tools to life. This melding of technologies under one umbrella creates a facade of integration. A beautifully built martech infrastructure that’s a marvel of technology but somehow misses the mark.

Objectives and Key Results 107

Objectives and Key Results Technology Technology Strategize 107

Martech

FEBRUARY 22, 2024

More businesses are investing in targeted strategies to capture specific market segments, but navigating the challenges and staying ahead of the curve requires a strategic approach. Understanding this specific demographic’s unique challenges, preferences and behaviors can guide you to tailor campaigns that truly resonate.

Niche 129

Niche Territory Education Referrals 129

Martech

AUGUST 23, 2023

The marketing technology revolution is the compass guiding businesses through uncharted waters. The demand for advanced marketing technologies has surged as businesses pivot their operations online. Martech tools can ensure businesses remain compliant while executing effective marketing campaigns.

Customers 98

Customers Strategize Technology Technology 98

Martech

JANUARY 25, 2024

Many other studies support this and yet the technology continues to be used by law enforcement agencies and private enterprises. As a result, the FTC has banned the pharmacy chain from using the technology for five years. And now, this week’s AI-powered marketing technology releases.

Sports 109

Sports Technique Campaign Technology 109

Martech

MAY 21, 2024

Traditional marketing methods are struggling to keep pace with the heightened expectations of modern consumers and rapid technological advancements. To date, martech has focused mainly on building tools that can empower marketing teams to execute campaigns. It’s an industry addicted to selling seats rather than outcomes.

Networking 110

Networking Technology Technology Engineering 110

Search Engine Land

MAY 21, 2024

Traditional marketing methods are struggling to keep pace with the heightened expectations of modern consumers and rapid technological advancements. To date, martech has focused mainly on building tools that can empower marketing teams to execute campaigns. It’s an industry addicted to selling seats rather than outcomes.

Networking 109

Networking Technology Technology Engineering 109

Martech

DECEMBER 27, 2023

The scenario is all too common: a marketing operations team, armed with detailed analytics and performance metrics, presents their latest campaign results. This disconnect isn’t just a minor inconvenience; it’s a significant barrier to strategic alignment and shared success.

Intrinsic 128

Intrinsic CTR Strategize Presentation 128

Martech

MARCH 18, 2024

I am the first generative AI chatbot for marketing technology professionals. Answer: Data-driven, targeted marketing is a strategic approach that utilizes customer data to create personalized and relevant marketing campaigns. I am trained with MarTech content. Here’s something somebody asked me!

A/B testing 122

A/B testing Click Through Rate Objectives and Key Results Campaign 122

Closing Bigger

MAY 21, 2024

It’s about creating an effective partnership where AI handles the grunt work, and we focus on the creative and strategic aspects.” and then turning that sentiment into marketing content and campaigns. “With AI handling repetitive tasks, we can dedicate more time to strategic thinking and innovation.”

Objectives and Key Results 105

Objectives and Key Results Proposal Writing Strategize Sales 105