The Economics of Customer Insights

By Noah Elkin | September 15, 2017

“How well do we know our customers?” This is the question at the forefront of marketers’ minds. Customer insights are becoming the lifeblood — and driver — of most businesses, whether B2C, B2B or B2B2C. Our ability to corral relevant data, segment, analyze and model it, and disseminate insights in a timely and actionable way, increasingly will separate leaders from laggards among all types of marketers.


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.