Gartner Blog Network

Make Martech Investments for an Imperfect World

by Mike McGuire  |  July 27, 2020

(Warning: Slightly discursive introduction – but I have a point!) The original Grateful Dead were known for sometimes having interminably long spaces between songs where band members would fiddle with...

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If You Want to Differentiate Yourself Among Your B2B Prospects, Get Emotional

by Jane-Anne Mennella  |  July 16, 2020

Emotions. They influence, both consciously and subconsciously, our attitudes, values and opinions. They can also affect and influence our decisions, including purchase decisions. Companies with a B2C operating model tend...

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How to Fund Unexpected Marketing Costs

by May Keffer  |  June 30, 2020

Brands Face Twin Unfunded Mandates With budgets already strained by COVID-19, Marketers must find new sources of funding for efforts to address customers’ top of mind concerns - such as...

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Marketing to Small Business Owners in a “Post-Covid” Environment

by Halle Feuerman  |  June 10, 2020

As the environment around COVID-19 continues to shift, marketers are expected to move at a quicker pace than ever before to respond. One of the most prominent questions we’re getting...

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Embrace the Good in Good Enough to Drive Greater Marketing Agility

by caguerrer  |  June 8, 2020

A key component of marketing agility is helping marketers understand the trade-offs between the benefits and the costs of  constant "improvements". A silver lining of the past few months has...

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Forecasting Consumer’s Future Response (and Ensuing Needs) to the COVID-19 Pandemic

by Tim Barlow  |  April 21, 2020

It can be difficult to pull up and take stock of the scale and scope of this COVID-19 crisis. We may get glimpses of its reach from data points and...

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Bias Toward Actions During the Pandemic to Avoid "COVIDwashing" Backlash

by Augie Ray  |  April 18, 2020

Cut and paste ad template: "<Insert Brand Here> has been here for <you/your family/your business> for <Insert number> years, and we're here for you today during these unprecedented times. Our...

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Consider These COVID-19 Content Adjustments to Your Website

by Laurel Erickson  |  April 15, 2020

We've all seen misplaced ads. The latest one I saw was in a devastating article I was reading about recent deaths due to COVID-19. About half-way through the article, I...

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Re-establish Organizational Trust in Predictive Models

by Joseph Enever  |  April 15, 2020

Photo by Franki Chamaki on Unsplash Coronavirus upended marketing’s predictive models. Beyond that, there’s an additional issue: how do you manage to rebuild your colleagues’ trust in them?  Because a...

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Why and How Marketers Must Plan for Uncertainty in 2020

by Augie Ray  |  April 14, 2020

Marketers are typically an optimistic bunch. But this year, they must be careful not to expect and plan for a rapid COVID-19 recovery. According to economists, infectious disease experts, and...

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