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Three Trends Driving Interest in Account-Based Marketing (ABM)

Noah Elkin | February 17, 2017

The glow around account-based marketing (ABM) continues to burn bright. But there's more substance and less hype as B2B marketers across a growing variety of vertical look to initiate ABM programs. Pressure on CMOs to close deals, plus an ever-growing emphasis on data-driven marketing and personalization are among the factors driving the heat and light around ABM.

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What Marketers Can Learn from Hollywood

Martin Kihn | February 17, 2017

A few years ago, a New York Times magazine ran a piece called, “What Hollywood Can Teach Us About the Future of Work.” It was written by a financial writer who worked for a minute as an on-set advisor and was amazed at the…

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Recruiting Marketing Analytics Talent

Lizzy Foo Kune | February 16, 2017

What do taxidermy and marketing analytics have in common? Seriously. I’ve been trying to figure this out for a few years. I was trying to hire a marketing analytics professional, yet somehow ended up with a resume from a taxidermist. I…

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Great Exploration and Mobile Marketing Analytics

Lizzy Foo Kune | February 15, 2017

What do you think of when you think of great explorers? Vikings? Jules Verne adventures? Astronauts? They all share a purpose – to uncover new information. Marketers seeking mobile analytics solutions could learn a thing or two from their spirit. As…

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Don't Be a Martech Fred

Chris Ross | February 15, 2017

Sure, six grand seems like a lot of money for a mountain bike, but look at that thing! Standing in the bike shop I’m silently enumerating all the many merits of this carbon fiber miracle and attempting to justify spending more…

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Valentine's Day: A Day For Love, Brands and Customer Experience

Augie Ray | February 14, 2017

Happy Valentine's Day! Today is a day to ponder the nature of love, which makes it the perfect day for marketers to consider customer experience. After all, the Buy/Own/Advocate customer journey model contains a stage for Love. Love is what…

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CDP: Another Three Letter Acronym Marketers Need To Know

Simon Yates | February 11, 2017

Is it bird? Is it a plane? No! It's another three letter acronym for the next marketing technology to change marketer's lives -- the cleverly named Customer Data Platform -- or CDP. Its not a DMP, a DMH or an MCCM…

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The Problem With Personas

Chris Ross | February 03, 2017

There they are, staring back at you from a PowerPoint deck…shallow, clichéd, painfully obvious customer personas. Maybe it’s Paige the busy soccer Mom. Henry the young urban professional, or Caroline the busy senior executive, but none of them are providing you…

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The Long and Dangerous Customer Experience Road For Revolutionary Hardware and Devices

Augie Ray | February 01, 2017

Being an early adopter has its drawbacks, but it provides one an interesting lens through which to view the customer experience challenges of truly revolutionary products. Consumers' rapid and eager embrace of Facebook, Instagram and Snapchat have lured marketers and…

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Consumers Get Wise to Digital Commerce Promotions

Jennifer Polk | January 26, 2017

Retail and brand marketers know promotions are a race to the bottom. But they're also an addictive marketing tactic, and the promotional habit is one that's hard to break. Let's face it, promotions can bring a quick boost to online conversion…

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6 Key Tenets of Marketing Budgeting We All Learned in College

Kirsten Newbold-Knipp | January 26, 2017

For most marketers budgeting season starts in September or October.  Budgeting often stretches into early February as feedback from finance and shifts in other department’s budgets have ripple effects to the broader organization, making now the right time to revisit some…

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Ten Maxims of Customer Experience

Augie Ray | January 24, 2017

Ten simple truths about customer experience (with links to relevant blog posts and subscription research reports from me and my peers on the Gartner for Marketing Leaders team): Whether or not you plan for it, your brand provides a customer experience…

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What Brands Do You Love? A Quick Customer Experience Exercise

Augie Ray | January 19, 2017

What brands do you love? Stop. Make a list. Write them down or type them out, then continue reading. --- --- --- Did you do it? I'm serious. Here's a free and immediate online notepad you can use if you need one.…

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A Resolution for Better Marketing Dashboards

Lizzy Foo Kune | January 18, 2017

Well. It’s that time of year again. It’s time to hit the gym, quit smoking, lose weight, save money, enjoy your family, read books, learn a new skill, get organized, or take your dog to obedience school. (For those of you…

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Programmatic Pioneer: The Journey of John Nardone

Martin Kihn | January 17, 2017

When he and his team placed the first two paid banner ads -- ever -- on Wired's online magazine, Hotwired.com, back in 1994, John Nardone didn’t feel like a seer. He was working at an agency called Modem Media, building websites…

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Search Is in Everything

Noah Elkin | January 13, 2017

Search is fundamental to the customer journey, regardless of device, platform or screen, and a core element of the marketing mix, yet it suffers from an image problem. Expect the anticipated mass adoption of voice interfaces to give search a ranking boost within marketing organizations.

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The Three Cs of Messaging and Positioning in Marketing: Pick Any Two

Jake Sorofman | January 12, 2017

Late last year, I shared some thoughts on how and why positioning and messaging efforts so often go off the rails. One of the anti-patterns I described was what I called “hoarder complex,” where marketers treat messaging like a catchall for…

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Waiting for Superman: Can Digital Commerce Save the Retail Store?

Jennifer Polk | January 12, 2017

eCommerce sales growing, but store sales remain stagnant. Leading retailers are closing stores and placing their bets on the Web. Is a multichannel retail strategy the answer? Is digital commerce the only thing that can save the retail store?

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In Defense of Advertising

Martin Kihn | January 11, 2017

Advertising is the gin in the engine of capitalism. It is the three per cent of our gross domestic product that juices up the other ninety-seven. Directly and indirectly, it employs a workforce of a million of the best creative spirits…

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Marketing Technology 2017: (Or How I Learned To Stop Worrying And Love The Platform)

Simon Yates | January 06, 2017

Here’s a data point that my colleague Jake Sorofman noted in a blog post back in October that bears repeating: “CMO spending on technology now rivals CIO spending … 3.24% of revenue in 2016 [compared] to the CIO’s tech budget of…

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Two Marketing Trends Marketers Will (Probably) Get Wrong in 2017

Augie Ray | December 30, 2016

It is the end of the year, and that means every marketers' inbox and LinkedIn feed are full of articles promising the top marketing trends for 2017. Many of the same authors, blogs, and agencies that told you that Facebook sweepstakes,…

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Email Marketing – Emerging Medium of 2017

Ewan Mcintyre | December 29, 2016

Email Marketing Then... A dozen years ago, when working in a large B2B enterprise I made a pretty momentous move – I shifted across from a general marketing role to my first fully digital marketing role. This seemed like a big…

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Why Time Is More Precious Than Ever

Martin Kihn | December 28, 2016

You don’t have time to read this post. I don’t have time to write it. Tick tock. There is no doubt that many people in our culture feel like they have less time. As CNN has reported: “People seem to have…

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The #1 Secret to a Successful Blog Post

Martin Kihn | December 19, 2016

We here at Gartner for Marketing Leaders Data-Driven HQ recently ran a test. We started with an hypothesis, which we'll share in a moment. The purpose of the test was to determine whether we'd stumbled on the secret to a more…

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Data, Desire and David

Chris Ross | December 19, 2016

The Gartner data-driven marketing survey indicates 69% of marketers believe most of their decisions will be quantitatively driven by 2017, so that means we’ve officially entered the era of the data-driven marketer. Welcome. My daily conversations with marketing leaders, agencies and…

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Three Simple Actions To Improve Customer Experience in 2017

Augie Ray | December 15, 2016

Just two weeks to go before it is 2017--good riddance, 2016!--and that means it is time to start making your professional New Year's resolutions. At the top of many marketers' lists of goals is to improve their brands' customer experience…

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SMS Message: Global Reach and a Powerful Connector

Mike McGuire | December 15, 2016

At a time when new technologies burst on the scene promising marketers ways to better engage with consumers in new and thrilling ways, it takes some discipline to stop. Then ask yourself: Does this new thing add give me a brand…

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The Upcoming Year of Mobile — Messaging

Noah Elkin | December 14, 2016

Every year since the release of the iPhone 3G has been the year of mobile — just not the same year of mobile. In 2017, expect an increasing emphasis on engagement through messaging apps, requiring marketers to carefully balance automation and personalization.

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What Marketers Can Learn About Customer Experience From Santa Claus

Augie Ray | December 08, 2016

Santa Claus, in the lexicon of marketers, has an extraordinarily strong brand. The Santa® brand we know today evolved over a century ago thanks to Clemente Clark Moore's poem, Thomas Nast's illustrations, and The New York Sun's famous editorial to Virginia, and it…

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The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity

Jake Sorofman | December 08, 2016

All the energy and investment you commit to automating digital experiences at scale may be for naught if you’ve failed to pay adequate attention to the content supply chain. Why? Because the content supply chain is the rate limiter to digital…

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A Marketer’s TL;DR on Bayes Theorem

Martin Kihn | December 02, 2016

Here is Bayes Theorem itself, in neon: Last time, we dawdled on its greatness and made outrageous claims about Thomas Bayes, 18th century cleric, founding ad tech. Today, we move along. We need to explain what this Bayes Theorem is to…

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What’s the Value in a Prediction?

Mike McGuire | December 02, 2016

Precision in predicting the future -- of anything -- is just not something we humans do particularly well. But we keep trying to perfect it because we hate uncertainty.  (Ask Nate Silver.) This is particularly true at this moment in time…

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Harnessing the Power of Regret

Andrew Frank | December 02, 2016

Join me at the intersection of computer science, economics, and psychology to consider the multilayered concept of regret. It’s a term that highlights the murky boundary between logic and emotion, drawing the interest of marketers and strategists of all stripes who…

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Six Reasons Why Your Positioning and Messaging Probably Isn’t Working

Jake Sorofman | November 29, 2016

I spend a fair amount of time talking to companies about positioning and messaging, which appears to be an endemic challenge for pretty much everyone. This is particularly true for technology vendors, who face the headwinds of the tyranny of words…

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Our Augmented Marketing Reality

Noah Elkin | November 18, 2016

If you've played augmented reality games like Pokémon Go, you've caught a glimpse of the future of commerce. Hint: It's all about immersive experiences.

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Understanding the Modern CMO: A Conversation at The Churchill Club

Jake Sorofman | November 18, 2016

On Wednesday night, I had the chance to moderate a panel discussion at The Churchill Club in Silicon Valley on the future of marketing. Here, I sat down with Karen Walker, CMO of Cisco; Liza Landsman, chief customer officer of Jet.com;…

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The Life-changing Magic of De-cluttering (Your Dashboard)

Christi Eubanks | November 18, 2016

If marketers have one problem it is that we have too much data. The more data we collect about consumers and about our marketing performance, the harder it becomes to tell a cohesive story about what’s going right or wrong, the harder it…

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To Succeed with Data, Become a Skeptic

Lizzy Foo Kune | November 17, 2016

I have a little confession to make: I’m a pariah of my demographic. I love tangible, physical copies of newspapers. We get the New York Times delivered every morning, and it’s guaranteed to arrive prior to 6:30 A.M. This is brilliant…

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What Trump's Looming Customer Experience Challenge Can Teach Marketers

Augie Ray | November 16, 2016

Following Donald Trump's election victory, we have seen the inevitable flood of blog posts suggesting the lessons marketers must learn from his success. While such a newsworthy event provides easy fodder for this sort of speculation, I remain unconvinced there…

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Your Brand Needs a Customer Experience Transformation Before A Digital Transformation

Augie Ray | November 13, 2016

There is no doubt that brands have to adjust to an increasingly digital, mobile and automated world. But for all the focus on "digital transformation" in recent years, many brands still miss the mark, investing in technology and strategies that see…

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There's No Good Marketing Without Good Content Marketing

Noah Elkin | November 10, 2016

All marketing isn't content marketing, but try to envision any successful marketing program that doesn't rely on content. That simple fact puts content marketing in the proverbial catbird seat at the marketing table.

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Content Is Vital, But It Isn't King

Augie Ray | November 07, 2016

Shortly after Obama’s first inauguration, he must have signed the "Content is King" Act of 2009 which required the use of this phrase at every marketing conference and on every agency blog. I have not been able to find a record…

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Nailing Your First 100 Days as a Marketing Leader

Chris Ross | November 04, 2016

2006 was a tough time to be a CMO, research by search firm Spencer Stuart reported average time in a CMO position was a ridiculously short 23.2 months. Things have improved since then, despite their newest research showing a slight drop…

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What Is This 'Holy Grail' of Marketing, Anyway?

Martin Kihn | November 01, 2016

"You would think that the digital advertising industry has found religion given all the talk about the legendary 'holy grail' these days." So said AdExchanger back in 2009, and seven years later things haven't changed. We still talk like a bunch…

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Use Dashboards to Move Beyond Messy Data

Lizzy Foo Kune | October 31, 2016

Call me crazy, but every time I hear the phrase, “data wrangling,” I envision a structured table on horseback, complete with a hat and some spurs, throwing around a lasso as it attempts to tie down bits of messy data. (I'll…

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Privacy, Media, and Advertising: A Tough Act to Follow

Andrew Frank | October 31, 2016

Thursday, October 27, 2016 was so densely packed with news that some of it may have gone unnoticed. On this day the FCC adopted new rules for how ISPs collect and share information, a move that was hailed by privacy advocates…

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Email: The Once and Future Marketing Channel

Noah Elkin | October 26, 2016

Picture a world without email. Your job as a marketer just got infinitely harder. Now relax — it's only a dream.

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The 18th Century Cleric Who Invented Ad Tech

Martin Kihn | October 25, 2016

Brian O'Kelley had a problem. The 25 year-old Princeton grad was parked at a Silicon Alley startup called Right Media, run by two refugees from DoubleClick. This was when digital advertising was young, when people clicked on ads, when dot-coms were…

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CMO Spending is on the Rise (Again!)

Jake Sorofman | October 25, 2016

Every year, Gartner for Marketing Leaders follows the money, reporting on how marketing leaders allocate and prioritize their spending—and, by extension, how they telegraph what really matters. Gartner just published its 2016-2017 CMO Spend Survey (subscription required). The first reaction to…

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Mobile Drives Google to Split the Search Index

Mike McGuire | October 21, 2016

The Google Index. You know, the crown jewel of google. The very thing Google uses to represent the information housed in the World Wide Web, connecting consumers to whatever they seek. It’s one of those "black boxes" of the Internet that…

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