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The Gamification Of Business | Forrester Blogs

The Gamification Of Business | Forrester Blogs | The MarTech Digest | Scoop.it

Great article inasmuch as it points out the potential that gamification offers to the B2B marketer. We believe that B2B gamification can significantly supplement and compliment your content marketing strategy, which of course is the fuel to the marketing automation process. You can easily see how gamification could be the sole sources of content for marketing automation. No hard direction from this article, but rather wondering outloud, as you can read from this excerpt...


Many companies profess to be thought-leaders in their industry - especially in BtoB - yet few are good at engaging employees to use social tools like blogs to demonstrate this thought leadership in an engaging kind of way (IBM being an obvious exception). How might we use game theory to help employees see blogging as a game? Maybe something as simple as posting a company league table of KLOUT scores on the intranet would begin to change behavioural dynamics. Would this cause the leading thinkers in our organizations to challenge themselves to raise their Klout score? How can we create a game-like challenge so employees can solve it, just as gamers solve obstacles put in front of them in games?

marketingIO's insight:

 

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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us
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In-House Versus Outsourced Marketing Support: Who Do You Want In Your Corner? - Forbes

In-House Versus Outsourced Marketing Support: Who Do You Want In Your Corner? - Forbes | The MarTech Digest | Scoop.it
Before deciding, ask yourself these questions to determine which option will knock out the other:

• Do you feel confident in keeping all marketing activities -- creative and tactical -- in-house and running like a well-oiled machine? (If your answer is yes, stop here and stick with your own team.)

• Do you want to put more focus back into the creative activities in-house?

• Are you comfortable with outsourcing the nuts-and-bolts activities (i.e., building an email, setting up A/B testing, building a nurture campaign, creating lead scoring profiles)?


• Would you prefer handing creative control (i.e., brand awareness, campaign development) over to an outsourced team?

• Are you able to comfortably use your technology to its full potential and manage the nuts and bolts activities in-house instead?

• Do you want to expand on an existing vendor relationship or are you ready to start and manage a new partnership?
marketingIO's insight:

Cost/benefit analysis is the process.

 

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Chief marketing officers are spending more on external agencies and less on technology - CNBC

Chief marketing officers are spending more on external agencies and less on technology - CNBC | The MarTech Digest | Scoop.it
Whether a chief marketing officer (CMO) has $100,000 or $100 million in his or her budget, the question comes down to how the cash is spent. And according to a new report, spend is slowing with more pressure for marketers to prove returns.

Budgets have decreased from 12.1 percent of company revenue in 2016 to 11.3 percent in 2017, according to Gartner's 2017-2018 CMO Spend Survey. Marketing technology saw the steepest decline in investment between 2016 and 2017, with a reduction of 15 percent.

The technology, sometimes known as "martech,"is used by companies in various ways, including tracking customers' browsing habits on different devices and matching that behavior to buying. It can also be used to automatically place advertising on websites, a complex process that has been subject to fraud, and has also resulted in ads appearing next to undesirable content.
marketingIO's insight:

Justify the martech spending.

 

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How To Always Stay Ahead of the Digital Marketing Curve - AlleyWatch

How To Always Stay Ahead of the Digital Marketing Curve - AlleyWatch | The MarTech Digest | Scoop.it
Here’s how my team both examined and experimented with digital media industry trends to yield better insights and innovation.

Keep up with industry changes. 
Attend industry events and inexpensive classes. 
Know your customer. 
Research open rates. 
Always be testing. 
Focus on search engine optimization. 
Use clear metrics. 
marketingIO's insight:

Read The MarTech Digest: simple and convenient.

 

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Why have collaboration tools become so popular? - ClickZ

Why have collaboration tools become so popular? - ClickZ | The MarTech Digest | Scoop.it
Collaboration tools can improve efficiency whilst transforming the culture and communication of your business. With the market expected to reach $8.4 billion by 2020, up from $7.1 billion in 2015, we explore these tools increasing popularity and break down some of their key features.
marketingIO's insight:

Slack has everything except what Skype offers.

 

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10 Best Free CRM Tools for Businesses | G2 Crowd

10 Best Free CRM Tools for Businesses | G2 Crowd | The MarTech Digest | Scoop.it
Free CRM tools provide small businesses the opportunity to manage their leads and contacts while staying within a tight budget.
marketingIO's insight:

Take a look at the new SFDC Essentials before you commit to a free solution.

 

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The Key to Successful ABM: Marketing and Sales Alignment - Marketo

The Key to Successful ABM: Marketing and Sales Alignment - Marketo | The MarTech Digest | Scoop.it
Alignment between sales and marketing is beneficial for any organization, but if you want to get the most out of ABM (and what marketer doesn’t?), it’s crucial.

-Conversion rates improve when sales and marketing share ownership of lead nurturing and incubation.
-Companies with tightly aligned sales and marketing teams experience 36% higher customer retention rates and 38% higher sales win rates.
-When sales and marketing teams are aligned, leads are 67% more likely to become clients.

The good news is that ABM by its very nature brings the two teams together—as long as both sales and marketing can agree to work together. If you’re finding it challenging to get sales to buy-in at first, you’re not alone. Ultimately, you are working toward a sales and marketing partnership but the first step is, of course, alignment.
marketingIO's insight:

Merge Marketing with Sales if you want alignment.

 

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New Mondo Survey Reports on MarTech Hiring Trends for 2018: Data and Analytics Experts to Garner Top Salaries

New Mondo Survey Reports on MarTech Hiring Trends for 2018: Data and Analytics Experts to Garner Top Salaries | The MarTech Digest | Scoop.it
According to the Mondo survey, 66 percent of Digital Marketing professionals indicated that they are unable to take full advantage of their current MarTech solutions. When asked what MarTech solutions they used, 75 percent reported investing in email. In addition, respondents are investing in: social media and customer relationships (70%), data and analytics (69%), paid search and ad tech (65%), SEO, content, and UX, (57%) and eCommerce (22%). 

In addition, Mondo reported on the hottest MarTech jobs for 2018, with the following jobs predicted to offer the top salaries:

1) Data and Analytics: Salaries of $85-210,000; $95 an hour for contractors
2) Ecommerce: Salaries $90-200,000; $120 an hour for contractors
3) SEO, Content and UX: Salaries $75-175,000; $100 an hour for contractors
4) Paid Search and Ad Tech: Salaries $75-125,000; $90 an hour for contractors
5) Email Marketing: Salaries $65-120,000K; $80 an hour for contractors
6) Social Media and Customer Relationships: Salaries $55-100,000K; $70 an hour for contractors
marketingIO's insight:

The new MarTech salary study is available when you click through.

 

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FTC Cleans Up “Free” B2B Marketing | Lexology

FTC Cleans Up “Free” B2B Marketing | Lexology | The MarTech Digest | Scoop.it
The FTC is no stranger to cracking down on businesses offering so-called “free” products, only to charge the consumer for them later on. It wasn’t long ago that we wrote about that exact issue. But a recent FTC complaint shows that the FTC is not only cleaning up businesses selling directly to consumers, but also businesses selling to other businesses.

On October 30th, the FTC filed suit in Illinois against a number of cleaning product suppliers for violating the FTC Act, the FTC’s Telemarketing Sales Rule, and the Unordered Merchandise Statute. The complaint alleged that defendants, who sell office and cleaning supplies, called small businesses, hotels, municipalities, and charitable organizations, purporting to offer a free sample of their products. However, the samples were not free. Regardless of whether the consumer wanted the sample or not, the defendants would send one, and following not too far behind would be an invoice for that free sample.
marketingIO's insight:

Despite the current administration, the FTC is alive and well.

 

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4 Ways You Can Use Email Analytics Data to Power Segmentation – Litmus Software, Inc.

4 Ways You Can Use Email Analytics Data to Power Segmentation – Litmus Software, Inc. | The MarTech Digest | Scoop.it
  • USING EMAIL ANALYTICS DATA TO SEND BETTER EMAIL
  • USE DEVICE OPEN METRICS TO TARGET USERS OF SPECIFIC DEVICES ONLY
  • DIRECTLY TARGET YOUR MOST ENGAGED SUBSCRIBERS
  • TARGET YOUR AUDIENCE BY GEOLOCATION
marketingIO's insight:

The reality is that there isn't much that you can do to use email analytics to segment. It has to start with the behavior tracked within your DB.

 

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Marketo® Enhances Native Salesforce CRM Integration to Enable Sales and Marketing Teams to Fuel Higher-Quality Pipeline for Revenue Growth

Marketo® Enhances Native Salesforce CRM Integration to Enable Sales and Marketing Teams to Fuel Higher-Quality Pipeline for Revenue Growth | The MarTech Digest | Scoop.it
Marketo, Inc., the leading provider of engagement marketing software and solutions, will increase the sync speed of their industry-leading native Salesforce CRM integration by up to 50% to empower marketing and sales teams to convert more leads to revenue. These enhancements will become generally available later this quarter.  

The enhanced integration between the Marketo Engagement Platform and Salesforce CRM enables marketing to better partner with sales teams so sales reps can:

Focus on higher-quality leads that result in better pipeline and faster revenue growth
Improve lead response times to engage customers before competitors do
Tailor conversations based on real-time customer behavior
marketingIO's insight:

FYI...

 

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Leanplum Raises $47 Million to Build Next Generation Marketing Cloud - MarTech Series

Leanplum Raises $47 Million to Build Next Generation Marketing Cloud - MarTech Series | The MarTech Digest | Scoop.it
Leanplum, one of the leaders in mobile engagement, announced a $47 million Series D round of financing led by Norwest Venture Partners with participation from existing investors Canaan Partners, Kleiner Perkins Caufield & Byers, and Shasta Ventures. Scott Beechuk, partner at Norwest and former SVP of product management at Salesforce Service Cloud, which he led to $2.3 billion in annual revenue, will join the Leanplum board of directors.

Leanplum is building the marketing cloud of the future, leveraging the unique power of mobile to help brands drive deep and meaningful customer relationships. This investment will accelerate product innovation in key areas such as machine learning, cross-channel automation, and one-to-one personalization. In addition, it will fuel international expansion to meet growing demand from marketers around the world.
marketingIO's insight:

Watch this space.

 

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[FREE] AT Internet named a Leader in Web Analytics by Forrester - AT Internet

[FREE] AT Internet named a Leader in Web Analytics by Forrester - AT Internet | The MarTech Digest | Scoop.it
The Forrester Wave™: Web Analytics, Q4 2017 names AT Internet a leader! Download the report for free and discover why Forrester has ranked us so highly.
marketingIO's insight:

And a FREE copy is available to you.

 

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Breaking Down Barriers Between Marketing Tech And Site Code - MediaPost

Breaking Down Barriers Between Marketing Tech And Site Code - MediaPost | The MarTech Digest | Scoop.it
Here are some ways companies are working around the code barrier:

•Leaving segmentation to places where it doesn’t break anything.

•Pulling engagement behavior into a separate, less fragile environment. 

•Sharing site ownership between marketing and development. 

And this situation will get even better based on a few more developments on the horizon:

•More API-like gates to enable low-risk sharing of information between data sources (like marketing sites) and insights developers (like Segment). 

•More of a modular approach for tracking, creating a safe area within the code where marketers can drop tags and enable tracking without affecting the display. 
marketingIO's insight:

It's inevitable that there will be code issues, especially with a fully integrated stack.

 

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Most Marketers Have Restructured to Take Advantage of New Technologies - eMarketer

Most Marketers Have Restructured to Take Advantage of New Technologies - eMarketer | The MarTech Digest | Scoop.it
They have also created explicit roles that deal with martech
marketingIO's insight:

Everyone restructures all the time. Oy.

 

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The Fourth Annual Edition of the Mega-popular Event Technology Landscape has Been Released by Cramer

The Fourth Annual Edition of the Mega-popular Event Technology Landscape has Been Released by Cramer | The MarTech Digest | Scoop.it
marketingIO's insight:

Very helpful landscape.

 

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Gartner Survey Shows Growth in Marketing Budgets Stalled in 2017 - Gartner

Gartner Survey Shows Growth in Marketing Budgets Stalled in 2017 - Gartner | The MarTech Digest | Scoop.it
Growth in marketing budgets has stalled after continued increases over recent years, according to a survey by Gartner, Inc. The survey found that marketing budgets hit a plateau in 2017 after three years of growth, with budgets falling from 12.1 percent of company revenue in 2016 to 11.3 percent in 2017, representing a return to 2015 levels.

Chief marketing officers (CMOs) have modest expectations in 2018. Only 15 percent say they expect a significant increase in budget; 52 percent expect a slight increase. One-third expect their budgets will be cut or frozen.

The survey found that two-thirds (67 percent) of CMOs plan to increase investment in digital advertising, while traditional media faces budget losses. More than half of CMOs expect their investments in event marketing and partner/channel marketing to fall or flatline, with 63 percent of marketers stating they expect flat growth or cuts in offline advertising investment. At the same time, investments are growing across a range of digital channels, including websites (61 percent of CMOs expect to increase investment) and mobile (59 percent expect to increase spending). CMOs also show a strong and continued commitment to social marketing, with 64 percent planning to boost budgets.
marketingIO's insight:

How's your attribution?

 

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LinkedIn brings lead generation forms to Sponsored InMails - VentureBeat

LinkedIn brings lead generation forms to Sponsored InMails - VentureBeat | The MarTech Digest | Scoop.it
Seven months after introducing lead generation forms to sponsored posts, LinkedIn is adding support for the data collection tool to Sponsored InMails, creating an opportunity to target users of the professional social network both publicly in the news feed and privately via message. Marketers will be able to curate qualified leads and contact information easily, thanks to a button that prospects click in an ad, message, or post.

With Sponsored InMails, marketers are able to run personalized one-on-one messages to LinkedIn users as before, but while previously there was a noticeable drop-off among prospects in the last step where they’d provide their information, with lead generation forms, it’s easier to collect. LinkedIn said that marketers will be able to collect quality data like someone’s name, email address, job title, company name, and other select fields from their public profile.

One of the newest features to be added are custom questions. Within a sponsored post or InMail, marketers are able to not only use the default fields LinkedIn provides, but add their own, like multiple-choice, free-form fields, or a mixture of the two.
marketingIO's insight:

Long overdue...and yet another step towards an embedded CRM.

 

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Sales Intelligence Platform Vainu Launches Salesforce Integration - MarTech Series

Sales Intelligence Platform Vainu Launches Salesforce Integration - MarTech Series | The MarTech Digest | Scoop.it
Vainu, a SaaS sales platform that tracks and stores crucial open data on 108 million companies worldwide, now seamlessly integrates with the most recognized and widely used CRM, Salesforce.

With a U.S. database and ones across Europe in Denmark, Finland, Norway, Sweden, The Netherlands, the company is constantly leveraging open data and AI to improve the sales process for thousands of salespeople who already use the software. The Salesforce integration adds to other useful sales and workflow tools, including Pipedrive, Microsoft Dynamics, LinkedIn, Slack, Gmail and more.
marketingIO's insight:

Is it a CDP? Possibly.

 

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How to Evaluate the Best Account-Based Marketing Platforms and Tools - Integrate

How to Evaluate the Best Account-Based Marketing Platforms and Tools - Integrate | The MarTech Digest | Scoop.it
7 Evaluation Questions to Help Find the Right ABM Technologies for Your Organization:

1. Can It Help Identify Key Accounts and Decision-Makers?
2. Can It Help Reach Target Accounts?
3. Can It Help Us Engage Key Decision-Makers?
4. Can It Help Us Manage Account Data?
5. Does It Have Native Integrations with my MAP and CRM?
6. Does It Fill More than One Marketing Need?
7. What Do We Need to Make This System Work for ABM?
marketingIO's insight:

These are very targeted questions specific to ABM. Very helpful.

 

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7 Ways to Improve Your Retargeting Ad Campaigns - Social Media Examiner

7 Ways to Improve Your Retargeting Ad Campaigns - Social Media Examiner | The MarTech Digest | Scoop.it
#1: Run Separate Campaigns to New and Retargeting Audiences
#2: Use Descriptive Naming Conventions to Better Sort Campaign Results
#3: Create Separate Ad Groups for Each Retargeting Audience
#4: Cease Delivery to Underperforming Audiences
#5: Optimize for Click-Through Conversions Instead of View-Through Conversions
#6: Monitor and Adjust Your Retargeting Spend Over Time
#7: Adjust New Prospect Acquisition and Retargeting Spend to Find the Optimal Ad Budget
marketingIO's insight:

And if you're not using retargeting, then test now ahead of your 2018 budget.

 

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What SME marketers need to know about Twitter Promote Mode - Econsultancy

What SME marketers need to know about Twitter Promote Mode - Econsultancy | The MarTech Digest | Scoop.it
Twitter has unveiled a new ad offering dubbed Promote Mode that aims to help SME marketers advertise on Twitter. Here's what SME marketers need to know about Promote Mode, which is currently in public beta.

It automates the "amplification" of tweets
It's offered on a subscription basis
It's currently designed for accounts with up to 2,000 followers
Targeting options are fairly limited
Marketers can use Promote Mode alongside Twitter Ads
There are no guarantees
marketingIO's insight:

You'll want to click through for the details.

 

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Which Digital Marketing Trends Will Expire In  2018? - G2M Solutions

Which Digital Marketing Trends Will Expire In  2018? - G2M Solutions | The MarTech Digest | Scoop.it
1. Email Campaigns - with NO personalisation
2. Long (text-heavy) eBooks
3. Focusing on quality - not quantity in blogs
4. Overly complex lead scoring algorithms
5. Organic only Facebook strategies
6. Relying on a text-based SEO strategy
marketingIO's insight:

Click through for the details, but you really ought to move on from these tactics.

 

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Sales Reps Spend Only 37% of Time Selling According to Research from InsideSales.com - MarTech Series

Sales Reps Spend Only 37% of Time Selling According to Research from InsideSales.com - MarTech Series | The MarTech Digest | Scoop.it
Lindsey Armstrong, President of InsideSales.com, said, “Sales teams have a serious challenge with time management. When 63 percent of salespeople’s time is focused on activities other than selling—whether by necessity due to policies and tools or to lack of process and organization—revenue suffers. We can see that most organizations, and the sales industry at large, have a significant requirement (and opportunity) to get these issues resolved.”

- 28 percent of sales reps follow a structured time management system.
- 37 percent of sales reps’ time is spent on revenue-generating activities.
- 18 percent of sales reps’ time is spent using their customer relationship management system (CRM).

Perhaps the study’s most surprising result is the declining dependence on—and use of—CRM. 18 percent of a sales rep’s time is spent on CRM, while 61.7 percent of their time is spent using sales technology. Worse still, close to 10 percent of a sales rep’s time is spent in spreadsheets to help them accomplish what they wish they could do in CRM.
marketingIO's insight:

Astounding! So are the costs associated with hiring Sale Rep assistants outstripped by a doubling of time spent on selling? Kinda think so.

 

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New from Drift: Say Hello to Drift ABM – Drift

New from Drift: Say Hello to Drift ABM – Drift | The MarTech Digest | Scoop.it
You spend time, money and a lot of effort driving your highest valued accounts to your website. But when those VIP leads get to your site you force them to fill out forms. That’s like having a neon “open” sign on your storefront but a padlock on the front door.

Instead, roll out the red carpet for your dream customers by greeting them with a personalized message using Drift ABM.
marketingIO's insight:

Smart move by Drift.

 

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Data Engineers Will Be More Important Than Data Scientists - Forrester

Data Engineers Will Be More Important Than Data Scientists - Forrester | The MarTech Digest | Scoop.it

"So, let’s look at how insight driven businesses are overcoming these issues. They take back ownership of data engineering and the computer science side of data architecture, management and governance. Data Engineers instrument data and analytics. They harness the strategy and investment plans of Data Architects. They enable analytics and data science. They adopt and activate data governance policies. They ensure data and analytic investment is getting its full return vertically and horizontally.

 

  • Want to accelerate data science – create a data engineering workbench.
  • Want to ensure data lake adoption – create a data engineering workbench.
  • Want to activate data and analytics in systems and processes – create a data engineering workbench.
  • Want to create consistency and reduce data risk – create a data engineering workbench."
marketingIO's insight:

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