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Who Is Winning the Talent War in Social Media? [Infographic] - Profs

Who Is Winning the Talent War in Social Media? [Infographic] - Profs | The MarTech Digest | Scoop.it
Social Media - Online-savvy job recruiters are turning to social networks to find new talent for their companies. But the competition for talent is fierce online. So, which companies are doing the best?
marketingIO's insight:
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Your Must-Read MarTech Digest™, for Wednesday, 6/28/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 6/28/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Just to reiterate: my search for articles will move more towards the management of the stack as opposed to the output from the stack, and the resulting gap between Marketing and IT.

 

As always, I welcome your input: joe@marketingio.com.

 

Today’s digests of curated articles summarized for your quick review: 

 

marketingIO's insight:

Your Must-Read MarTech Digest™, for Wednesday, 6/28/17 #MarTech #DigitalMarketing

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Can Systems Thinking Help You Think Like a CMO and Drive Marketing Innovation? - Skyword

Can Systems Thinking Help You Think Like a CMO and Drive Marketing Innovation? - Skyword | The MarTech Digest | Scoop.it

"One official definition of systems thinking is “a management discipline that concerns an understanding of a system by examining the linkages and interactions between the components that comprise the entirety of that defined system.” In other words, it gives you a framework to assess the importance of individual parts of the puzzle, as well as their cumulative impact and how different parts of your marketing strategy affect broader outcomes. That’s what a CMO does differently than a marketer who’s running from tactic to tactic trying to achieve results. They set the vision, assess different options for getting there, and then craft a road map that’s designed to get you there.

 

Technology futurist Brian Solis developed a framework that he calls the “Wheel of Disruption.” I strongly encourage any marketer who’s feeling overwhelmed to take a deeper dive into it, but here’s the fundamental idea: In the field of marketing, there are disruptive technologies that come along and disrupt everything else. Just as marketers adapted to online processes, they had to start thinking about mobile. Now, as the digital experience is redefined, we’re starting to think beyond the screen to virtual reality, voice-based technologies, and fully immersive digital experiences. Before social media platforms, the relationship was direct for marketer to consumer. Now, there are communities, user-generated content, and conversations about your products and brands that you can’t control."

marketingIO's insight:

CT for a framework on how to apply.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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7 great open source tools to power your marketing stack - Opensource.com

7 great open source tools to power your marketing stack - Opensource.com | The MarTech Digest | Scoop.it
Piwik: As of 2017, more than 1 million websites worldwide use it, making it a clear alternative to Google Analytics. 

OpenOffice: OpenOffice offers a powerful package combining word processing, spreadsheet, and presentation software. 

Nextcloud: Nextcloud provides a remarkably well-designed way to access your files wherever you are. 

Mail-in-a-Box: Mail-in-a-Box lets you become your own email service provider without having to become an email deliverability expert in the process. 

HackMD: HackMD is a great, collaborative markdown editor that runs in the browser. That means you can work together on an idea with your colleagues, no matter where they are located. You can try it out on the hosted site, or you can host your own version.

The programming language R

WordPress
marketingIO's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Enterprise SEO Platforms: A Marketer’s Guide - Digital Marketing Depot

Enterprise SEO Platforms: A Marketer’s Guide - Digital Marketing Depot | The MarTech Digest | Scoop.it
Marketing Land's latest publication of the "Enterprise SEO Platforms: A Marketer’s Guide" examines the market for SEO platforms and the considerations involved in implemention. The 42-page report reviews the growing market for SEO platforms, plus the latest trends, opportunities and challenges.

In this report you will learn: 

Who the leading players are in enterprise SEO platforms
What you should look for in a SEO solution 
What trends are driving the adoption of SEO platforms
About the capabilities enterprise SEO platforms provide
Also included in the report are profiles of 13 leading enterprise SEO platforms vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.
marketingIO's insight:

I believe I covered this earlier, but bears repeating.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Your chatbot lacks empathy, and that’s a problem - VentureBeat

Your chatbot lacks empathy, and that’s a problem - VentureBeat | The MarTech Digest | Scoop.it
People yearn for human interaction and relationships. The key to chatbot success is for brands to find a way to equip bots with the ability to seamlessly transition from a chatbot to a human, in the middle of a customer interaction, with the conversational context to avoid customer frustration.

“While chatbots can serve as an efficient way to offer customers solutions to their problems, their future success will depend on how thoughtfully brands leverage them to meet customers’ needs. After all, delivering a great customer experience depends on it,” says Kristopher Arcand, a Forrester Data Analyst.

The fact is that most chatbots aren’t intelligent. They are built based on decision-tree logic, where the bot response depends on specific keywords identified in the user’s input. Bots with linguistic and natural language learning capabilities are still quite rare.
marketingIO's insight:

It's only a decision tree in action, and a decision tree does NOT cover every possibility.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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The Forrester Sales Force Automation Wave Marks A New Era In Sales Technology - Forrester

The Forrester Sales Force Automation Wave Marks A New Era In Sales Technology - Forrester | The MarTech Digest | Scoop.it

"There is no magic wand to wave and transform your sales technology strategy into one marked by employee and customer obsession. In our evaluation, we saw the following three trends stand out to help improve both the employee and customer experiences: 

  • SFA delivers experiences to support new and emerging sales roles. There is no singular role of salesperson. In today’s world, sales roles can include sales development reps, account executives (field and inside), customer success managers, sales operations, and many more. These solutions are building out experiences that deliver against the needs of each of these roles.
  • AI starts to shape the buyer-seller dynamic. With names like Einstein and Watson making their name in the mainstream, buyers almost expect AI at this point. Every vendor has something to share with regards to AI, but few have a track record of being able to drive valuable recommendations like next best actions or offers, detect potential opportunities, and proactively determine the likelihood of winning a deal.
  • SFA must have an ecosystem to fill its gaps. SFA will not become a seller-focused technology overnight. These systems will need to support an ecosystem like Salesforce’s AppExchange where customers can select, provision, and connect third party solutions to SFA to deliver a richer experience for sales reps."
marketingIO's insight:

Pegasystems is offering a free copy here: https://www.pega.com/forrester-sales-force-automation-2017

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Victim Blaming Won't Stop Global Ransomware Attacks - Forrester

Victim Blaming Won't Stop Global Ransomware Attacks - Forrester | The MarTech Digest | Scoop.it

Here are the lessons enterprise leaders of all stripes should take away from these events:

  • “Digital dependence” for customers & businesses is real. 
  • The interconnectedness of the digital economy is difficult to comprehend until something like this happens and we see it play out live by infection timestamps. 
  • Security is now a customer-facing issue as each widespread attack proves. 
  • Worldwide financial systems, critical infrastructure, and overall global economic prosperity is under attack from cyberweapons and threat actors. 
marketingIO's insight:

The CMO MUST take action to protect systems and data.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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More Marketers Look to AI to Help Develop Content Marketing Strategies - eMarketer

More Marketers Look to AI to Help Develop Content Marketing Strategies - eMarketer | The MarTech Digest | Scoop.it
Marketers are investing heavily in content marketing, and many are looking to emerging technologies like artificial intelligence (AI) to help shape their strategies, new research suggests.

Data from BrightEdge, an enterprise search engine optimization (SEO) and content performance marketing company, and SurveyMonkey looked at the probability that US market leaders will use AI or deep learning to develop their 2017 content marketing efforts.
marketingIO's insight:

It's coming.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Marketing Automation with HubSpot - Lynda

Marketing Automation with HubSpot - Lynda | The MarTech Digest | Scoop.it
marketingIO's insight:

As you know, Lynda offers online training (and is owned by LinkedIn). So FYI for HubSpot users or potential users.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Salesforce, Hubspot and Other ‘Verbs’ That Are Cloud Winners, Per SunTrust - Barron's

Salesforce, Hubspot and Other ‘Verbs’ That Are Cloud Winners, Per SunTrust - Barron's | The MarTech Digest | Scoop.it
Terry Tillman with SunTrust RobinsonHumphrey today initiated coverage on 13 different cloud software companies, assigning ten of them a Buy rating, including Salesforce.com (CRM), arguing you should look for “category killers,” whose business is “positioned to become verbs in their markets."

Tillman argues cloud software in general provides “attractive exposure to high growth opportunities” and that “20%-plus growth” in revenue can keep up for a while for these names, on average.

The other nine Buys are Blackline (BL), Everbridge (EVBG), RingCentral (RNG), HubSpot (HUBS), Instructure (INST), Q2 Holdings (QTWO), Ultimate Software (ULTI), Upland Software (UPLD), and Workiva (WK); Tillman’s three Hold-rated names are Manhattan Associates (MANH), Paylocity (PCTY), and Shopify (SHOP).
marketingIO's insight:

But where are the SaaS integrators?

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.
 
#MarTech #DigitalMarketing

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Salesforce adds natural language support to its AI services for developers - VentureBeat

Salesforce adds natural language support to its AI services for developers - VentureBeat | The MarTech Digest | Scoop.it
Developers building on top of Salesforce’s platform have new AI services at their disposal. The company announced today that it is launching a trio of services focused on natural language understanding and object recognition as part of its Einstein portfolio.

Apps will be able to integrate an Einstein Sentiment service that will take in a string of text and output a score that shows whether someone feels positive, negative or neutral. The Einstein Intent service lets users upload a set of labeled text strings to train a machine learning system on what users want to do as a result. Einstein Object Detection is, as the name implies, aimed at helping developers create applications that detect objects within images. 

All of this news is a boon for developers building on top of Salesforce’s platform, whether they’re just building apps for companies’ internal use, or if they’re looking to build intelligent applications that can be sold to a broad list of customers.
marketingIO's insight:

Another huge move. SFDC making significant jumps.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Your Must-Read MarTech Digest™, for Tuesday, 6/27/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Tuesday, 6/27/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

I’m going to change things up a bit…

 

For the past 5 years, this Digest has been all about marketing technology and its use to drive business, and the scooped articles have been about this lead gen technique, that growth hack, this took, that announcement, etc.

 

It’s been getting kinda repetitive, and we’re at a point where we need to shift our focus towards the bigger issue around marketing technology: it’s management. That’s the vital issue today. With over 7000 martech applications, the question is how to manage the whole magilla especially in light of predictive, AI and other advancing technologies.

 

So my search for articles will move more towards the management of the stack as opposed to the output from the stack, and the resulting gap between Marketing and IT.

 

As always, I welcome your input: joe@marketingio.com.

 

Today’s digests of curated articles summarized for your quick review: 

 

marketingIO's insight:

Your Must-Read MarTech Digest™, for Tuesday, 6/27/17 #MarTech #DigitalMarketing

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How Artificial Intelligence Makes Lead Generation Smarter - MarTech Advisor

How Artificial Intelligence Makes Lead Generation Smarter - MarTech Advisor | The MarTech Digest | Scoop.it
Today’s best reps use predictive analytics, a form of AI that optimizes decision making around sales efforts. Salesforce and Microsoft have AI-driven tools and investment in AI startups is at an all-time high. This type of software uses techniques that gather customer and prospect data from multiple sources, run it through machine learning models to predict which leads are most likely to convert, and present the findings to a sales team, in the form of best prospects and accounts. AI-driven software can eliminate a great deal of manual work, helping sales reps make decisions about how to approach prospects, personalize conversations, and most importantly, focus on the leads that deserve follow-up.
Here are a few data points which can be taken into consideration by an AI-based platform: size of company; location; recent ventures; length of sales cycle; revenue; growth rate; financial health; recruitments; relocations; funding rounds; installed technologies; intent to buy; social media activity.
marketingIO's insight:

Add bots to the mix, and you can retire. HA!

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Marketing Automation: Five Things You're Getting Wrong (And What To Do Instead) - Forbes

Marketing Automation: Five Things You're Getting Wrong (And What To Do Instead) - Forbes | The MarTech Digest | Scoop.it
1. You Focus Only On Email

2. You Forgo Personalization

3. You View Every Visitor As A Lead

4. You Don’t Measure Your Actions

5. You’re Too Aggressive
marketingIO's insight:

Tip of the iceberg. Look beneath the waterline and it's a mess.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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How to Build a B2B Marketing Team - Webbiquity

How to Build a B2B Marketing Team - Webbiquity | The MarTech Digest | Scoop.it
Here’s one useful sequence for growing a B2B marketing team from the first hire through a dozen employees (which can scale well beyond the $30 million revenue level).

The First Marketing Hire: Leadership and Growth

The Next Three Marketing Hires: Functions Difficult to Outsource

The Next Four Marketing Hires: Cook at Home or Order Out?

The Next Marketing Hires: Help at the Top

Digital marketing
Sales operations
Analyst relations
Customer experience
marketingIO's insight:

Solid approach. CT for the details.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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The Rise of the Chief Marketing Technologist - Which 50

The Rise of the Chief Marketing Technologist - Which 50 | The MarTech Digest | Scoop.it

The obvious shift in the digital landscape reveals that marketing technology is more than a trend, and clarifies the need for a leader who can unify departments.

  • Big data integration
  • Customer engagement software
  • Digital marketing and e-commerce
  • Efficient management of technology

Key Technology Spending In Marketing:

  • Marketing and analytics software (SaaS): 24.4 per cent
  • Infrastructure (hosted/cloud servers, network storage): 28 per cent
  • IT Cross-charges: 21.3 per cent
  • External services for development, implementation, and integration of marketing applications: 25.2 per cent
  • Other: 1 per cent
marketingIO's insight:

A bit of an update from Scott Brinker's article from a few years ago.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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SugarCRM Brings Relationship Intelligence to CRM App - IT Business Edge

When it comes to selling anything, being able to make a personal connection with a prospective customer is often the difference between making a sale or not. To make it simpler for salespeople to gain those insights, SugarCRM today unveiled SugarCRM Hint, a module within its namesake CRM application that salespeople can employ to search the web to gather both personal and corporate information relating to any prospect.

marketingIO's insight:

Nice add-on, but SFDC + Einstein is a differentiator.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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The Most Effective Content Marketing Tool Your Strategy May Be Missing - Forbes

The Most Effective Content Marketing Tool Your Strategy May Be Missing - Forbes | The MarTech Digest | Scoop.it
At its core, a white paper should provide relevant information to the reader which they find useful and meaningful. By lending content that is beneficial to the user, there is a value-added aspect to the white paper’s delivery method. In addressing a problem-solving solution, readers will naturally be drawn to the material to satisfy their need.

marketingIO's insight:

But it has to be done right! A white paper about your product is nothing more than a pure promo piece.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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The Analytics Understanding-Activation Gap: Why Marketers Struggle To Leverage Predictive Analytics - Forbes

The Analytics Understanding-Activation Gap: Why Marketers Struggle To Leverage Predictive Analytics - Forbes | The MarTech Digest | Scoop.it
There is a gap between marketers understanding predictive analytics well (44% of respondents) and them having actually implemented or used it (11% of respondents). There are really two key drivers of this gap. First, it is primarily because predictive analytics and predictive marketing are new and marketers have only recently started to learn about and realize the benefits of predictive. So that means that it’s primarily been early adopters who have added predictive analytics to their marketing tech stack—giving these firms a competitive advantage. The gap between understanding and usage will close as more marketers continue to learn about predictive’s value proposition and see case studies of its effectiveness.  Second, there aren’t many skilled individuals or predictive marketing vendors yet who can help firms develop a competency. Over time, individuals who are skilled in predictive analytics and firms available to consult marketers will expand predictive capabilities and use cases, and predictive will become an essential tool in the marketing tech stack.
marketingIO's insight:

It needs to be baked-in.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Your Must-Read MarTech Digest™, for Monday, 6/26/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Monday, 6/26/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

marketingIO's insight:

Your Must-Read MarTech Digest™, for Monday, 6/26/17 #MarTech #DigitalMarketing

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Make it Matter: Strategically Tackling Marketing Ops | CustomerThink

Make it Matter: Strategically Tackling Marketing Ops | CustomerThink | The MarTech Digest | Scoop.it
  • Get involved with planning – Strategy is not an afterthought or something you can jump into midway. Ops needs to be involved with every aspect of growth strategy – from defining goals and developing execution plans to analyzing results and making recommendations to improve outcomes. 
  • Build alliances across the organization – Marketing ops leaders need to work closely with Sales Ops, Customer Success, Finance, IT, etc. 
  • Play a role in budget development – Be sure to get involved with budget planning. Start research now for the tools you’d like to implement next year. If adding a new person to the team would take a lot of “Make It Happen” work off your plate so you can focus more on “Make It Matter” strategy, build the business case and include the new addition in your budget recommendations.
marketingIO's insight:

The 2nd most overlooked function today.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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How To Prevent Chief Marketing Officer Failure - Forbes

How To Prevent Chief Marketing Officer Failure - Forbes | The MarTech Digest | Scoop.it
Take the reins. More than ¾ of CMOs in my research did not believe that they had the right role design to maximize marketing performance. Most believed that they didn’t have the breadth of responsibility needed to deliver CEO expectations or drive results. A few believed that their role was too broad (too much responsibility) and it was impacting their ability to have impact but most believed the role was too narrow. Of those who believed that the role was designed correctly, most had participated in the design of the role prior to accepting the job. This indicates how important it is for CMOs, in the absence of well-written job descriptions and in the case of many poorly designed roles, to negotiate and co-create the role themselves. Simply, CEOs don’t have the expertise to understand how to craft and staff the CMO role and executive recruiters are struggling to help them. It is really up to the CMO to drive the discussion before accepting a new job.

marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Martech's Fables of Abundance - Gartner

Martech's Fables of Abundance - Gartner | The MarTech Digest | Scoop.it
Too often, we find, marketers treat features and functionality as the end goal, rather than focusing on the goals they want to achieve and using martech functionality as the means to that end. “Your ability to identify and deploy martech solutions that fit your organization and meet your business needs,” observes Adam Sarner (Gartner client subscription again required), “depends on accurately assessing your capabilities and goals. Forging ahead otherwise risks wasting martech resources on solutions that fall short of expectations.”

Start with your goals and work your way back to the functionality you need to realize them. Inventory your existing martech portfolio, identify areas where you can consolidate (including reducing unused seats or licenses) and squeeze more out of what you have by emphasizing ongoing training and education. These are three steps Bryan Yeager identifies (you know the drill) for marketers to follow to get the most value from their existing martech investments before adding new applications. A side benefit is that you also get to avoid the ignominious fate of becoming a “Martech Fred” (an organization that overspends on and subsequently underutilizes its marketing technology).
marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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How to turn marketing efficiency into growth | McKinsey & Company

How to turn marketing efficiency into growth | McKinsey & Company | The MarTech Digest | Scoop.it
Growth leaders are adept at finding money to invest in initiatives that drive revenue. In this interview, Libby Chambers, Western Union’s chief strategy, product and marketing officer since 2015, talks with McKinsey’s Barr Seitz about how she has focused on ratcheting up marketing effectiveness and efficiency to release funds for growth programs.

marketingIO's insight:

To outline the content in this article is to shortchange it. CT!

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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An email personalisation planning template (with brand examples) - Econsultancy

An email personalisation planning template (with brand examples) - Econsultancy | The MarTech Digest | Scoop.it

Marketers are doing these two things wrong
1) They treat personalisation as the objective instead of a tactic designed to achieve the objective
2) They lead with technology, not with strategy

A personalisation planning template, from objective to tactics
1. Determine the objective
2. Develop the strategy

  • a) Reward me
  • b) Remind me
  • c) Recognise me
  • d) Recommend for me
  • e) Support me

3. Choose the tactics. Overt versus covert personalisation:

Overt personalisation shows the recipient clearly that the email is meant for her and her alone by including data such as name, location, behaviour, purchases, recommendations, etc. 

Covert personalisation is subtle, appropriate when an in-your-face approach could turn off customers – they might not expect you to have that data on them, for example.  The covert approach allows you to send highly personalised messages without crossing the line into unexpected (creepy) personalisation.

marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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