Martech’s Fables of Abundance

By Noah Elkin | May 25, 2017

Bigger isn’t necessarily better when it comes to your martech stack. Maximize your existing investments before putting more money on the table.


The F8 of Digital Advertising Rests with Facebook and Google

By Noah Elkin | April 20, 2017

Advertising permeates every aspect of our digital experience. Two platforms alone — Facebook and Google — take in nearly three out of five digital advertising dollars spent, their massive reach making them an unavoidable part of any media plan. Together with Amazon and Apple, it’s hard to envision a facet of the digital experience that doesn’t bear the stamp of GAFA (Google-Apple-Facebook-Amazon). In other words, it’s a GAFA world, and we just market in it.


Delivering Customer Experience Success with External and Internal Journeys

By Noah Elkin | April 13, 2017

The seeming powerlessness of front-line employees is a recurring feature in brands’ customer experience failures. It brings to mind one of the core challenges associated with complex organizations: navigating two separate but inextricably linked journeys — one for external customers, the other for internal stakeholders. The stakes associated with these parallel journeys are high.


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

By 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.


Search Is in Everything

By 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.


The Upcoming Year of Mobile — Messaging

By 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.