Not long ago, few B2B companies had a marketing operations function. Today, this function is becoming an important facet of the marketing organization. The marketing operations function enables the ...

Plotting a digital marketing strategy can prompt even some of the savviest B2B marketers to ask for directions. Gartner recently unveiled its digital marketing transit map to provide a framework for ...

Christine Pilkington is the CEO and founder of Crisp, a fractional CMO and contract marketing services firm based in Vancouver, Canada. As a fractional CMO, I’m often called in to help when a ...

With almost constant change taking place in the marketing industry, it’s easy to get distracted and chase the new shiny object. While marketing teams do have to remain focused on relevance and finding ...

Marketing has always been about connecting the dots between buyers and sellers, but over the years, the game has arguably grown more complex. The introduction of technology and data to the marketing ...

Avoiding friction points is often discussed as specific to user experience. And that is indeed useful in marketing optimization. But, 'tis the season for thinking about next year before this year is ...

In 2019, global digital ad spend is predicted to rise by 17.6% to US$333.25 billion. In China, that percentage is even higher—22%, translating into US$79.82 billion. Needless to say, all eyes are on ...

One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general ...