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The Long and Winding Road to Real-Time Marketing

By Noah Elkin | November 18, 2017

Marketing leaders' multichannel maturity is advancing, but they still have unfinished business when it comes to translating customer-centric strategies into bottom-line business results. Understand where real-time vision continues to fall short of...

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User Research: Marketing's Workhorse

By Anna Maria Virzi | November 16, 2017

Marketing leaders have many tools and approaches to understand users and improve customer experiences. One unsung hero is user research, a catch-all label for varied activities such as surveys, task-based studies, ethnographic studies and low/hi-f...

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CMO Spend Survey 2017-2018: Spotlight on Marketing Analytics

By Anna Maria Virzi | November 13, 2017

According to Gartner’s annual CMO Spend Survey, marketing analytics investments is the single biggest area of spend, representing 9.2% of budget in 2017. But as my colleague, research director Ewan McIntyre points out, it's not clear that analytic...

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"Hot Dog Or Not?": Don't Fear the A.I.

By Martin Kihn | November 10, 2017

Let's admit that A.I. and related topics are quite the soup of the moment. Here's a glimpse at Google Trends over the past couple of years: And Gartner's most recent CMO spending and strategy surveys show nothing but green arrows up…

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How to Build Better B2B Demand Generation

By Stephen Wellman | November 03, 2017

Business-to-business (B2B) marketing leaders are under the gun to grow revenue. Rather than focusing on growing business from existing accounts, however, many B2B marketers focus on attracting new prospects. B2B marketing often turns into a never-...

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What is Customer Experience?

By Augie Ray | November 01, 2017

In the two years I've been at Gartner, I've had hundreds of calls and meetings with clients about customer experience (CX), and I am regularly struck with how misunderstood it remains.  CX is a hot topic in business today, which is…