Context: Transforming Buying and Selling

Context: For a customer-centric view to work, marketers need to account for all touchpoints in the customer journey—not just those they track themselves. This report looks at select nonmarketing touchpoints companies must consider to approach true holistic attribution.

Context: As usage rates for B2B content marketing near saturation, marketers must refine their programs with innovative content that works across channels and emphasize revenue measurement in order to find success.

Context: As marketers use more digital technology and big data to execute their campaigns, they open up their organizations to increased cybersecurity risk. While some incidents may be unavoidable, they must still take proactive steps to protect against hacks, data leaks and other risky situations.

Context: US business-to-business (B2B) advertisers will spend over $4 billion on digital advertising in 2017, with the majority going to desktop/laptop formats.

Context: With the goal of driving more revenue, account-based marketing offers B2B companies a targeted approach to reach key accounts. This report explains what ABM is, how companies implement it and some of the risks to avoid.

Context: Artificial intelligence is still in its early stages, but is finally starting to show results. Powerful algorithms, combined with big data and cloud solutions, are helping companies in many industries bring scale, speed and precision to marketing operations.

Context: As publishers become more strategic with header bidding, advertisers are struggling to adjust to this increasingly popular programmatic setup. While there are some benefits, header bidding also introduces pricing and bidding challenges for buyers.

Context: Marketers rely on email for its reach and steady performance. In order to maintain that effectiveness, marketers are using data to create campaigns with better context and relevance for their audience.

Context: As companies look to a more holistic attribution practice, challenges persist. Those furthest ahead consider five key factors when transforming how they attribute marketing success.

Context: Content marketing offers a variety of storytelling possibilities thanks to a proliferation of digital channels and platforms, and marketers are using content and ad creative sequentially to get longer, more compelling messages across to consumers.

Context: This report explores how the event technology stack allows B2B marketers to better collect and use event data as part of larger marketing plans. It also covers why it’s important to bridge the offline/online data gap.

Context: Municipalities worldwide are exploring internet of things (IoT) applications that can improve efficiency, boost sustainability and encourage economic development. Many of these smart-city projects also represent opportunities for marketers.

Context: This report explores what it means for a business to undergo a digital transformation. It defines the concept and considers the drivers and challenges—as well as the organizational changes required, the impact on the customer and how success is measured.

Context: Despite recent media hype about futuristic gadgets, smart-home technology is still in the early-adopter phase. The market may finally be gaining traction, thanks to voice-controlled interfaces, less expensive devices and better industry collaboration.

Context: Business-to-business (B2B) marketers are working to understand the value and feasibility of one-to-one experiences. As buyers grow hungry for more custom messages, marketers are slowly adopting the technology to personalize at scale.

Context: Business-to-business (B2B) experts in Canada provide a local perspective on the efforts to engage buyers and discuss the importance of marketing technology in leading change.

Context: Marketers continue to adopt technology to support their efforts, and to refine their use of these tools. The spotlight remains on data, as customer expectations pressure marketers to provide a personalized brand experience across channels.

Context: As demand for cross-device targeting climbs, marketers are shifting focus beyond simply matching users to devices. What’s next? Building richer audience profiles that factor in TV and offline data in order to power ad creative and improve measurement.

Context: Making the most of customer acquisition efforts means harnessing the power of data and understanding that emphasizing quality over quantity will result in the highest lifetime value.

Context: As artificial intelligence (AI) creeps steadily into everyday life, marketers and advertisers are using it to make their campaigns more efficient and provide enhanced experiences for their customers.

Context: As artificial intelligence (AI) becomes a part of everyday life, it is also being tapped for a growing array of business applications. Its use is expected to grow quickly in the coming years.

Context: B2B companies use sales enablement technology to boost sales effectiveness, streamline customer acquisition and increase revenue. This report explores how marketing and sales teams can use this strategy to drive efficiency along the path to purchase.

Context: Multichannel marketing is a must, but pulling it off is no small feat. Marketers that take a more audience-centric approach, integrate channels, craft relevant messages and use multichannel attribution will have a leg up on others.

Context: The internet of things (IoT) is changing the way people live and work. Businesses across industries are finding ways to use real-time data from connected devices to improve their operations and deliver more valuable customer experiences.

Context: The internet of things (IoT) is changing how marketers work. Practitioners across industries are learning to harness the real-time data from connected devices to improve their operations and deliver more valuable experiences to customers.

Context: Buyers and sellers use a variety of tools to automate digital display advertising. This report details common elements of both buyer and seller ad tech stacks and offers an in-depth look at the mechanics behind programmatic advertising.

Context: The internet of things (IoT) is changing the way the consumer products industry does business. Mobile devices, beacons, radio-frequency communication, smart packaging and real-time data are helping manufacturers track their supply chains and deliver personalized marketing experiences.

Context: Predictive is a major buzzword in marketing technology right now. This report explores this technology, uncovering how business-to-business (B2B) brands use data to build predictive models to improve their tactics at all stages of the customer funnel.

Context: The internet of things (IoT) is changing how retailers do business. Mobile devices, beacons, radio-frequency communication and real-time data are helping merchants and restaurants streamline operations and deliver personalized customer experiences.

Context: The internet of things (IoT) is already changing the financial services industry. Connected devices, drones, sensors and real-time data streams are helping banks, insurers and payments companies reduce costs and deliver personalized customer experiences.

Context: As CEOs give marketers more responsibility and authority to help their organizations go digital, marketing technology is stepping into the spotlight. That's just one of six major marketing tech developments that will matter the most to brands and agencies this year and beyond.

Context: Connected devices, sensors, real-time data streams and other internet of things (IoT) components are changing the automotive business, making operations more efficient and helping marketers create higher-value customer experiences.

Context: The internet of things (IoT) is already changing the media and entertainment business. High-speed networks, connected devices, sensors and real-time data streams are helping to reduce costs and deliver more interactive and personalized experiences.

Context: Marketers now have a new medium—the immersive medium—enabled by virtual reality and augmented reality technologies through which they can tell stories and engage with audiences like never before.

Context: Connected devices, sensors, real-time data streams and other internet of things (IoT) components are changing the way travel and hospitality does business, making operations more efficient and helping marketers create higher-value customer experiences.

Context: The internet of things (IoT) is beginning to transform the healthcare business. New types of connected devices and data streams are improving patient care and helping marketers deliver more personalized campaigns and customer experiences.

Context: Interest in cracking cross-device targeting is high, but difficulties remain. In 2016, the emphasis will be on building audiences via first-party data and bringing TV into the cross-device mix. Consumer privacy concerns will also be a major concern.