Plus, the state of brand trust in 2021.
Kim Davis on February 12, 2021 at 10:00 am
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Good morning, marketers, and let’s go trend-spotting.
We’ve got some great reading of the tea-leaves by leading Marketo specialist Jep Castelein in the first piece below. He was in conversation with Darrell Alfonso, and it was a pleasure to publish Darrell’s first contribution to MarTech Today.
ABM: Back to basics
The current business environment underlines the importance of targeting the right accounts at the right time, and in the right way.
Kim Davis on December 30, 2020 at 2:00 pm
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“When people start ABM initiatives, the question they often skip is, which accounts should I be after? In the end, ABM only works if you know which accounts are likely to buy, and what you can sell them.”
A simple message delivered by Gil Canare, former Senior Research Director at SiriusDecisions, now a B2B marketing tech practitioner again. But what’s easily understood is not always so easily implemented even in a business environment where getting the basics right is critical.
Getting off on the right foot with DAM
Taking the first steps to kick off, or refine, your digital asset management program.
Kim Davis on December 28, 2020 at 12:55 pm
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“It’s critically important to start the process before you even look at a piece of technology.” Advice on getting started with digital asset management from founder of The Codified DAM Consultant, Mark Davey.
He was speaking on a recent episode of MarTech Live about getting started on the DAM journey the right way. The data model and the information architecture needs to be right or as right as possible: “It’s an iterative process,” he said, “like mowing the grass. You’ve got to keep doing it, keep refining it, keep looking at the people, the processes and the systems to make those things work.