Martech

APRIL 3, 2025

Marketings obsession with short-term wins has created a dangerous cycle. Brands keep investing in whats immediately measurable while neglecting long-term growth a trap WARC calls the doom loop. Shrinking brand equity and unsustainable returns. Shrinking brand equity, diminishing returns and unsustainable growth.

Customer Acquisition

Hubspot Marketing

NOVEMBER 15, 2024

When we free marketing from swim lanes, we invite others to participate and own marketing’s principles and outcomes. Marketing then becomes a guide, directing customers, partners, and employees into a comprehensive, unified brand experience. Relationship marketing that champions your customers and marketing partners.

CMO

Martech

AUGUST 13, 2024

Marketers must adapt to a world where survival requires a deep understanding of consumer needs; innovation; and a relentless focus on delivering value. Listen, learn, respond Last year, there were several incidents where large groups of consumers used social media to complain about brand problems.

Transform

Martech

OCTOBER 31, 2024

They now expect personalized messaging and want brands to understand their preferences, interests and behaviors. Brands must meet these expectations if they want to stay relevant and drive meaningful engagement. Marketers identify high-volume keywords and craft content to rank for those terms, driving website traffic.

Analytics

Backlinko

DECEMBER 6, 2024

A marketing funnel is a way to think about your customer journey. It starts when they discover your brand and tracks through as they become a loyal customer. The better your marketing funnel, the more sales you can capture. The Marketing Funnel Explained How many stages a marketing funnel has and what you call them varies.

Customer Journey

Martech

SEPTEMBER 5, 2024

For non-branded campaigns, a free trial CTA showed nearly twice the CTR of a demo call to action. For non-branded campaigns, demos drove fewer conversions than trials per 1,000 impressions. For branded campaigns, free trials drove 167% more conversions per impression.

Non-Profit

Martech

DECEMBER 12, 2024

Dig deeper: What is mobile marketing: A guide for marketers Do the groundwork first Youre probably already using email pop-ups on your brand’s website to collect the addresses of new visitors. Usually, new subscribers use email to gauge your brand’s sending frequency and the value your content offers them.

Law

Martech

APRIL 7, 2025

ROI in B2B marketing is distracting us from what drives effectiveness. It’s the entirety of brand plus demand. We consented to the devaluation of B2B marketing I’m not saying ROI isn’t essential; it is. About 71% of CMOs say they pursue marketing tactics they can measure more easily.

Marketers

Martech

MARCH 17, 2025

Channel strategy: Doing more doing better More channels don’t always mean better marketing. Some brands thrive with an aggressive omnichannel approach. Instead of trying to be everywhere, brands should: Focus on high-impact channels that deliver measurable results. Others do better by going deep on just a few.

Marketers

Martech

OCTOBER 22, 2024

It provides insights into how your leads interact with your brand and indicates their position in the buyer’s journey. They suggest a prospect’s growing familiarity and affinity with your brand. Consider tracking the following engagement data points.

Communications

Martech

JANUARY 2, 2025

I realized that I had a promotional email with red buttons, because the brand colors were dark purple (it was almost black) and red. Dig deeper: Why we care about performance marketing External inspiration Your inbox Your inbox can be a treasure trove of inspiration for performance tests. and drive more revenue.

Performance Marketing

Martech

APRIL 3, 2025

You’re optimizing for attention, not intention Marketers spend too much on poorly optimized campaigns. While brand awareness is the essential first step for users on their path to purchase, considering top-of-funnel behavior as conversions is a flawed practice. Email: Business email address Sign me up!

User-Generated

Martech

JULY 30, 2024

Transitioning marketing as the business grows As your business expands, your marketing strategies must keep pace. Initially, most startups concentrate on building brand awareness in local markets and attracting early adopters with limited budgets. Lead magnets and calls to action (CTAs) are also widely used strategies.

CRM

Martech

APRIL 1, 2025

Its the foundation of brand credibility, lead generation and customer engagement. Establish a strong brand foundation Your brand is the essence of your business, conveying your values, mission and unique value proposition. A strong brand foundation informs every aspect of your website, from design elements to content tone.

Transform

Hubspot Marketing

NOVEMBER 25, 2024

I talked to a half dozen experts in the field, including both technical and content specialists, to tease out the difference between B2B newsletter marketing and other types of emails, guide you through best practices, and uncover some takeaways from indie newsletters that you can apply to your own brand.

Promotion

Martech

JANUARY 14, 2025

The “brand awareness” campaigns with no connection to revenue? These leaders arent just cutting costs theyre rebuilding marketing to be more nimble and effective. That annual trade show that eats 20% of your budget but generates zero pipeline? The martech stack bloated with overlapping tools nobody uses? Streamlined.

Transform

Search Engine Land

JULY 23, 2024

” Relief and positive reactions Asher Mirza , a digital and performance marketing specialist, said it was great news to wake up with as a performance marketer and shocking as a consumer. But annoyed that advertisers and brands don’t need to go through these many changes within a short while.

Advertisers

Martech

JULY 25, 2024

Manipulating consumer behavior can lead to distrust and damage your brand’s reputation. Herd mentality While this concept is arguably better to recognize than to use as a strategy, you can still use herd mentality by highlighting popular products to encourage purchases based on perceived popularity and approval.

Price

SmartBrief - Marketing

JUNE 2, 2025

Where AI has had the greatest impact in marketing is on the back end, doing what computer programs do best: analyzing data, looking for trends and insights and making data-based decisions. With the use of AI agents, Jellyfish says campaign launch times dropped 65%, performance is up 30% and infrastructure (labor, time, etc.)

Gen Z

Martech

JULY 22, 2025

Even if sales enablement stands alone and has its dedicated budget, marketing still needs to be aligned with the story sales is telling. This goes astray when budgets are allocated almost exclusively to lead generation or brand awareness. You’ll want to develop metrics for brand health (e.g., Email: See terms.

CRM

Hubspot Marketing

DECEMBER 20, 2024

Over at Masters in Marketing, Caroline, Laura, and I have interviewed some very bright minds from some very bold brands. But we got to wondering: What happens when noted marketing masters get to ask each other the questions? Anna Sokratov, Brand manager for Jeppsons Malrt: A 31-gallon galvanized steel trash can with a lid.

Transform

Martech

DECEMBER 19, 2024

These approaches strengthen the relationship between your brand and your audience. Someone new to your brand needs a different prompt than a returning customer ready to make a purchase. Visual elements like colors, fonts and button designs should reflect your brand identity. Recognize loyalty with messages like, Welcome back!

Customer Journey

Martech

JULY 26, 2024

Relief and positive reactions Asher Mirza , a digital and performance marketing specialist, said it was great news to wake up with as a performance marketer and shocking as a consumer. Mixed feelings/need for adaptation John Gbemileke Adeoti , growth marketing lead, Expedier, said the news was both annoying and a relief.

Non-Profit

Martech

FEBRUARY 6, 2025

LinkedIn’s revenue attribution reports can connect LinkedIn engagement data with CRM revenue data to track leads, opportunities and closed-won deals influenced by LinkedIn marketing plus insights into deal size and time to close. Dig deeper: What do C-level execs think of their GTM strategies? The full report can be found here.

Marketers

Set Up

FEBRUARY 6, 2025

The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders. Set up CEO + Founder, Joe Koufman , spoke with Sergio Prez, the Chief Marketing Officer at Emmy Squared, a pizza restaurant founded in 2014 with 10 locations across the East coast. Q4 | What Brand inspires you?

CMO

Martech

APRIL 7, 2025

Dig deeper: 3 steps to an authentic brand Identity, intention and implementation The hidden competition you’re ignoring Businesses face two types of competition what Bob Moesta calls “supply-side” and “demand-side.” Survival depends on adaptability, not firm size or brand recognition.

Customer

Martech

JANUARY 14, 2025

The fallacy of top-of-funnel dominance We all want to be number one in search results, our brand in lights on a billboard, our commercials winning awards and prime spots during broadcasts. While mass marketing has its benefits, not every brand is for everyone. But these placements do more to feed our egos than bring us results.

Customer Acquisition

Martech

MAY 2, 2025

No single metric can be a surrogate for customer readiness or marketing’s value and emphasizing MQLs encourages inappropriate reliance on short-term performance marketing. Performance marketing is like coffee. It gives you a temporary boost but does nothing to increase your physical energy.

Non-Profit

SmartBrief - Marketing

JUNE 11, 2025

On its face, this shift is positioned as a productivity boost — a way to fast-track ad development, optimize performance and reduce the friction between campaign ideation and deployment. But for agencies and brands alike, this evolution raises a host of deeper questions: Who really controls the message? I also see the risks.

Retail

Sprout Social

FEBRUARY 26, 2025

What is an influencer marketing contract? An influencer marketing contract is a formal agreement that defines the terms of collaboration between a brand and an influencer. While marketing prioritizes flexibility to maximize content value, legal focuses on risk mitigation and securing long-term protection for the brand.

Affiliate Marketing

Martech

NOVEMBER 5, 2024

The concept is straightforward: if attention can be accurately measured, it can help forecast and improve the effectiveness of ads, from boosting brand lift to driving sales and even adjusting campaigns in real-time. Is it straightforward and product-focused to drive sales, or lighthearted and witty to build brand affinity?

Advertisers

Customers.ai

AUGUST 12, 2024

So while you’re busy building your brand and driving customer acquisition and retention initiatives, Customers.ai’s Shopify app for email and ad remarketing boosts your store’s sales by increasing the reach and efficiency of your highest performing marketing channels. Shopify Marketing App today.

eCommerce

Martech

JULY 3, 2025

Marketing example ( Les Binet-style ): Long-term brand building primes an audience emotionally, while short-term performance-focused campaigns convert that primed audience into buyers. Each alone performs OK. What are synergistic effects?

Marketers

Martech

APRIL 17, 2025

Take branded paid search. Someone looks up your brand, sees your paid search ad, clicks and makes a purchase. Did bidding on that branded term cause the conversion? Most marketers approach branded search with a healthy dose of skepticism. Because most performance marketing campaigns are conversion-optimized.

Non-Profit

Martech

MARCH 12, 2025

Content marketing, for example, often proves resilient in tough economic periods it’s typically 62% less expensive than other marketing tactics while generating three times the leads. brands earned over half a billion dollars in earned media value through TikTok influencer campaigns last year. Leading U.S.

Transform

Martech

OCTOBER 16, 2024

As a reader of the MarTech website and newsletter and an attendee at the MarTech Conference, you’re part of a community of marketers created by Third Door Media, the company that built and continues to invest in MarTech and its sibling brands Search Engine Land and SMX. Today, our company takes another step in its maturation.

Law

Martech

JULY 14, 2025

High-performing marketers do things differently: they don’t avoid comparison — they use it strategically. They reverse-engineer it. ” They know most marketing teams don’t suffer from a lack of ideas — they suffer from distraction. While the average team gets caught in chaos, these marketers stay focused.

Energy