Dig deeper with timely and topical information that keeps you ahead of the digital curve.

Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

Kirsten Newbold-Knipp

Surprise, Many Enterprises Still in Experimental Content Marketing Stage

Working with enterprise marketers across sectors, I am still periodically surprised when clients tell me about the state of their content marketing efforts. After taking more than 100 client calls…

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Noah Elkin

Silos Belong on Farms, Not in Your Marketing Organization

The prevalence of farming metaphors in business has always struck me as an odd mismatch, especially when it comes to marketing. Take the fastest-moving, most cutting-edge part of your average…

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Martin Kihn

When Attribution Was Young: An Oral History

Attribution is one of those things -- like parkour and the paleo lifestyle -- more talked about than done. But amidst all the pixel-wringing, it's only reasonable to remind ourselves…

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Augie Ray

My Free Customer Experience Webinars

I apologize for the bit of self-promotion, but in two weeks I'll be presenting a pair of free webinars on customer experience that may interest you.  The webinars are entitled "Align…

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Jennifer Polk

Four Ways to Drive Digital Commerce Innovation

Digital commerce exemplars don’t merely convert their product catalogues into ecommerce sites and mobile commerce applications. Leaders in commerce achieve success by disrupting the customer buying journey itself, starting with…

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Jake Sorofman

High Performing Marketers Treat Work Like a Game

Confucius said that if you choose a job you love, you’ll never work a day in your life. Of course such cat-poster wisdom tends to favor the fortunate. Charmed is…

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Ewan Mcintyre

Marketing Innovation – Building a Clear Definition

Every town has a story or two to tell. I live in rural Northumberland, in the far North East of England, and where I live is notable for a couple…

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Jake Sorofman

Digital Marketing and the Tyranny of Words

Without proper care and feeding, words can become slippery, pernicious things. This, of course, is the case wherever and whenever words are used and abused, but it often feels particularly true…

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Noah Elkin

The Perils of Innovation

In my personal technology museum (read: the bottom of a desk drawer) sit five BlackBerry devices, going as far back as my first monochrome model from 2005.  So attached was I…

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Augie Ray

What Advocacy Really Means (To Marketers, Just Like Everyone Else)

Marketers cannot open their inbox or browser without being bombarded by articles and pitches about advocacy. It’s a hot topic, and for good reason—in an age of social media and…

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Martin Kihn

Don't Read This Blog Post

Happy 4th, marketers! Today I'm happy to guide you away from this idle forum to a couple of extraordinarily well-delivered arguments with relevance to us all. Both are beautifully done,…

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Kirsten Newbold-Knipp

Do Marketers Really Use LTV?

LTV. Lifetime value.  It’s one of my favorite topics and I had the opportunity to get a pulse on how many enterprise marketers measure and actively use LTV during one…

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Ewan Mcintyre

The Marketing Recruiting Challenge

I can’t remember who it was that originally said that marketing is more of an art than a science – my rule is, whenever unsure, always attribute to either Mark…

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Noah Elkin

High-Tech Marketers Face High-Fidelity Challenges

Rising expectations from the C-suite, ongoing concerns about delivering relevant marketing conversations using the right channel mix, emerging priorities around digital commerce, increased pressure to demonstrate ROI from marketing technology investments.…

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Simon Yates

Gartner Marketing Organization and Strategy Survey: How Are Firms Building For The Future?

With the release of two recent research notes --Marketing Organizational Design and Strategy Survey 2016: Marketing Leaders’ Ambitions Outstrip Capabilities and Designing Your Marketing Team for the Next Decade --  there's been a healthy…

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Martin Kihn

The #1 Concept in Data Science for Marketing

The marketing people have spoken: we love data science. Thanks to the outpouring of joy that greeted a recent squib on 14 key machine learning terms for marketers, I thought I'd share a…

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Augie Ray

The Sharing Economy Is Dead. Long Live the Leverage Economy!

Let me start by saying that I am a customer and fan of the services offered by Uber (took a ride Monday!), Airbnb (recently booked a family member into a…

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Augie Ray

Where Virtual Reality Fits In Your Marketing Funnel (If It Fits)

In my recent report for Gartner's marketing clients, "Virtual Reality: What Marketers Need to Know Now," I share an organized and cautious approach to ensure marketers get value from any…

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Jake Sorofman

Every Brand Has a Story: A Conversation with Screenwriting Legend Robert McKee

If you saw the 2002 movie Adaptation, you’ll probably remember the (unforgettable) scene where the main character—an aspiring screenwriter named Charlie Kaufman played by a wan, self-loathing Nicholas Cage—attends one…

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Adam Sarner

B2C Marketers! Put Those “Engagement” And “Love-Based Journey Designs” Down

Those are for closers only…Like B2B Marketers. B2B marketing leaders are advancing their capabilities for prospect and customer understanding and optimizing segmentation and targeting along a buying process.  They are also…

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Charles Golvin

The Dividend from Apple Pay’s Web Play: Still Mostly About Mobile

At its 2016 Worldwide Developer’s Conference Apple announced—among many other things—that Apple Pay is coming to the Web. Generically, this means that commerce-enabled Websites will be able to add a…

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Martin Kihn

Machine Learning for Marketing: Cheat Sheet

Having published a handy primer for marketers called "Understand Data Science Basics for Marketing" (clients enjoy here) as a cross to the thunderous jab of my previous "Understand Big Data Basics…

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Jay Wilson

Microsoft and LinkedIn: The Potential and the Risk for Marketers

On Monday morning, I was reading one of Augie Ray’s compelling critiques of LinkedIn user behavior when the news broke – the professional social network had been acquired by Microsoft…

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Noah Elkin

Preparing Multichannel Marketing for the Internet of Things

With an installed base of 21 billion internet-connected objects and $3 trillion in spending projected for 2020, there's little wonder why the Internet of Things (IoT) has reached the Peak of…

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Jake Sorofman

Digital Asset Management: What’s Old is New Again

If you’re of a certain age, you’ll probably remember the 80s as a decade of less than impeccable taste. From popped collars, to boat shoes, to those large, round eyeglasses,…

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Ewan Mcintyre

Is it Time to Drop “Mobile First” From Your Strategy?

Last week Gartner reported that smartphone sales are slowing globally. Time to ditch your mobile marketing strategy, right? Of course not, what we’re seeing is the inevitable maturation, as we…

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Augie Ray

First Impressions of Oculus Rift Virtual Reality (and What It Means For Marketers)

As a frequent early adopter of technology, I have sometimes experienced a unique and contradictory set of feelings when using groundbreaking tech: I can be simultaneously dazzled and also modestly disappointed. The…

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Simon Yates

CX and Innovation: Questions From Gartner Digital Marketing Conference

Innovation is complex and so is customer experience. Bringing the two together to drive business results is a critically important task if you want to stay ahead of competitors ---…

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Martin Kihn

Hacking Marketing & The Dip: 2 Books Worth Reading

From the Gartner for Marketing Leaders Book Bag, I recently pulled out two titles worth a look. The first is a recent monograph from ChiefMarTec's Scott Brinker called "Hacking Marketing:…

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Jennifer Polk

Behold, Marketing and Commerce Clouds Converge

Yesterday Salesforce announced plans to acquire Demandware, a $2.8 billion acquisition that will add commerce to Salesforce’s Customer Success Platform and form the Salesforce Commerce Cloud. But this isn’t the…

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Andrew Frank

Blockchain for Marketers

Who would have thought the world could go nuts about a global distributed ledger protocol called blockchain? Sure, by eliminating the evils of sovereign fiat currency and exploitative transaction fees, we…

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Jake Sorofman

On Poets and Quants in the Marketing Dept. (Or In Defense of English Majors)

For as much as we talk about quants in the marketing department, times aren’t so bad for the poets. Truth is, marketing has always been a relatively happy home for poets…

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Martin Kihn

4 Forces Shaking Up Marketing Right Now

Welcome back! Thanks to those of you who attended our spectacular 2nd Annual Gartner Digital Marketing Conference (hashtag: #GartnerDMC) in San Diego last week. We salute you. Having circled also through…

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Christi Eubanks

Three Lessons CrossFit Taught Me About Data Science

Coming back to the blog after a long hiatus hurts almost as good as coming back to CrossFit after a week off of workouts while in San Diego for the Gartner…

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Augie Ray

For A Better Customer Experience Evoke Emotion Rather Than Manufacture It

There is a trend in customer experience circles to focus on emotion. To be sure, emotion is essential to a brand's customer experience, but focusing on emotion is a little like…

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Martin Kihn

A Brief, Incredible History of Marketing Data Matching

Now if that's not an enticing blog title calculated to maximize customer engagement ... well, then it isn't. But it's an important topic, friends. As you'll remember, not long ago we…

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Jay Wilson

The Customer Experience Expectation Gap

Last Monday afternoon, as I rode to JFK Airport en route to a conference, I realized that I’d left my travel credit card on my dresser.  My gut instinct was to…

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Augie Ray

The Best Innovation In Social Media Is A Return To Basics

Innovation has become a way of life in marketing, particularly in social media, as marketers jump from one strategy (fan accumulation) to another (SoLoMo) to another (six-second videos) to another…

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Jake Sorofman

The Way of the Patient Marketer: From Promotional to Experience Marketing

I’ve been giving a lot of thought to how automation can go wrong when put in the hands of the impatient marketer. Last week, I wrote about the unintended consequences…

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Kirsten Newbold-Knipp

What’s Cool in Marketing Technology in 2016?

One of the most fun aspects of being an analyst is the opportunity to look to the future and peer around corners in an effort to bring clients ideas about…

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Noah Elkin

Hot Trend for B2B Marketers: Account-Based Marketing

Every salesperson wants good leads, and increasingly, B2B marketers are expected to not only provide those good leads but also help close deals. In fact, according to our CMO Spend…

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Julie Hopkins

My Multichannel Campaign Management MQ Hat Trick: Learnings from My Third One on the Books

A little over two weeks ago, our team published the Multichannel Campaign Management Magic Quadrant, turning our eyes once again to the providers of technology designed to coordinate and orchestrate…

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Kirsten Newbold-Knipp

Adobe Livefyre Deal Underscores High Demand for Content Across All Marketing Disciplines

Adobe announced it has entered into an agreement to acquire Livefyre. Known for tools to collect, manage and publish user generated content, Livefyre has to date been used primarily by…

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Jake Sorofman

Customer Journeys Are Discovered, Not Created

Customer journey maps have become a key asset in every marketer’s arsenal, but I’m here to tell you that, from a customer experience perspective, most of these maps are directions…

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Martin Kihn

What Is "Identity," Anyway?

We've been hearing a lot about identity lately. Cross-device identity, recognition, mapping and matching. Cross-platform, personified, hashed and deduplicated. There are obvious benefits to knowing who we're talking to in…

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Jake Sorofman

Mobile First: Beware of Clichés Disguised as Truth

A cliché is a phrase or idea that, while often founded in truth and good intention, mutates over time into something more insidious. Clichés are what happens when simple becomes…

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Noah Elkin

5 Not-So-Easy Pieces: Who Owns Multichannel Marketing?

When analysts get to talking, the conversation sometimes takes a reflective turn. One recent exchange raised the question whether all marketing today is (or should be) multichannel. The answer is less obvious than…

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Jay Wilson

Generation Emoji

My third grader hosted a sleepover party the other night.  She and her friends pulled out all the stops, playing with American Girl Dolls, weaving bracelets, playing Minecraft. And of course,…

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Don Bulmer

The Power of Relate

At the end of the day, relationships matter the most.  Right? Be it in business, in one’s personal life, politics, or otherwise, the best relationships (when managed well) keep you grounded…

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Augie Ray

The Broken Customer Experience of Media and Publishing

Publishers have traditionally focused on the quality of their content rather than their customer experience, but trends in technology and consumer behavior are changing that. Two recent occurrences made me…

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