Courtney Marsh

Having been at this #martech thing for a minute, Scott's framing and reframing of marketing and martech both surprised / didn't surprise me one tiny bit. Since day one we've been asking "Is martech a thing?" We asked it so often that it became a joke of sorts. After all, if martech wasn't a thing, why on Earth were we building a brand around it? The CMO survey cited in Scott Brinker's post highlights for me, the core of what's going on in marketing today which is that you cannot do modern marketing without technology. It's like air at this point. No technology, no marketing. I'd bet that the 24.7% of CMOs reporting that their companies are not using marketing technology isn't a reflection of their competency or knowledge of their organization's stack but something much, much simpler. It's that MARTECH IS MARKETING - and for at least some of those CMOs, they don't care to make the distinction. And that's why we run the MarTech Conference and write on MarTech.org - because it's impossible today to "do marketing" without "marketing technology." Mike Pastore Chris Elwell Constantine von Hoffman Chris Wood Kim Davis https://lnkd.in/e9RFhYRs

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With the rapid changes in consumer and market behavior, OK-performing promotions performance isn't good enough. If tough to take the risk and do something different, but you can't wait around anymore. You need to get ahead of it and be able to make intelligent (and better) choices in your pricing & promotions. https://lnkd.in/gtc-VVF7

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Q: What's a marketer's favorite thing to do? A: Argue on LinkedIn about terminology. ...just ahead of arguing in internal meetings about terminology. And that's how we lose the forest for the trees. So, if we ever happen to be in the same forest, here's how I think about marketing's purpose in simple terms. 1. Create awareness ✔ Let your audience know you exist ✔ Build unaided recall (name, logo, and if you're really good, brand elements) ✔ Let them know WHY you exist (super important) 2. Create demand ✔ Describe your audience's problems, potential solutions, and roadblocks ✔ Share tools, templates, and examples ✔ Sear into your audience's brain the association between problem, solution, and your brand 3. Capture demand ✔ Be wherever your audience is when they decide to act so you're the easiest next step This applies to prospects, customers, and partners alike. The specific tactics and messages may change, but the overarching purpose is the same. And that's it. Now excuse me while I go steel myself for people to tell me marketing only really does one thing, while others tell me I'm missing tons of important nuance.

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What a coincidence that this article, Your AI Needs a Human Copyeditor https://lnkd.in/ekS8Fj3m from MarketingProfs came across my email today after just talking about this exact thing on a podcast. I've been working with AI for some to help me with marketing content and there are some nuances I've picked up on that AI does, and one of those is that it repeats a lot of the same words. Words I find AI tends to use are: delve, ensure, foster, empower, underscores, pioneer (and I gather there is a long list of others). When using AI, I remind myself that it's an additional resource and one that is meant to augment my work. Although it has sped up my work, I'm still having to read through, reiterate and refine the AI output - and if your not doing this, that is a big mistake.

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Great session today at the AI for Marketers Summit by Product Marketing Alliance on AI-powered storytelling. According to recent studies, people are 20 times more likely to recall information when it is delivered as a story. Elliott Rayner's insight on using AI as a "creative sparring partner" was fascinating. Thank you for the engaging session! #AIforMarketers #ProductMarketingAlliance #Storytelling #AIinsights

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Major changes for the world of email marketing have officially begun. No matter what industry you’re in, it’s critical you understand these new requirements and have a plan to meet them. #email #emailmarketing #lifecyclemarketing #marketing

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Consistent content marketing works. Boost your inbound leads and save money while doing so.

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Thrilled to be selected to moderate this very relevant digital marketing topic. With the additional of AI technology, marketers today have the ability to target and message customers across the journey with content that’s important to them. Thanks Strategy Insights for the opportunity and for hosting this innovative marketing forum. #AI #digitalmarketing #customerjourney #smartads #smartcampaigns #mediaefficiency

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How are we supposed to grow when it's so quiet around here? A comment to that effect was posted in The Digital Experience (DX) Community slack the other day. I shared my thoughts on how marketing can help there and figured my thoughts would be valuable outside that community for martech in general, so here you go. These days, budgets are tight and people are risk-averse. Layer that on top of the fact that buyers for "marketingOS" tech (website, marketing automation, CRM, etc.) are really only in the market every 3 years at best, and often longer. I'm no chef, but that seems like a recipe for challenging growth. You can't change the outside factors, so here's what you can work on to maximize profitable growth. 1. Don't forget brand If people are rarely in-market and the signals only appear later in the process, you need to be top of mind to enter that shortlist. Actions: use audience research tools to find out where your audience is and what they're talking about, have internal SMEs post unique content (quality > quantity), ID partnerships for creating content or accessing audiences, reevaluate display channels/advertorial opportunities Results: Increasing inbound/organic demo requests/trials/opportunities 2. Focus on customer success Churn is a killer while renewal and expansion dollars are a lot easier than net-new. Understand what your customers see as "value" and help them realize that early and often. Actions: Join CS calls (or analyze data) to understand pain points and opportunities. Create content that extends your CS team's capability to reach accounts. Segment new feature campaigns based on value triggers per account. Results: Lower volume of at-risk accounts, reduced churn, higher expansion pipeline. 3. Optimize handoffs When fewer people are in-market, you have to handle them with kid gloves. Actions: Plug any leaks at handoff points (forms -> MA -> CRM -> SDR -> AE -> CS), lock down SLAs at each stage, ensure content underpromises so you can over-deliver (e.g. form promises a 24 hour response when your SLA is 4 hours) Results: Increased conversion rates deeper in the funnel This isn't magic sauce. None of this will generate outsize results on its own, but they absolutely are blockers that will kill whatever marketing momentum you do have. PS: Added thought that came to me while writing this. Leadership will be desperate to push more leads through your process. Understand which signals you have. Intent to learn is not intent to buy. If you overwhelm your process with leads that are not actually in-market, you'll be taking attention away from leads that are.

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"Millennials and Gen Z buyers rarely utilize traditional brick-and-mortar retail for personal purchases—so why would they choose traditional salesperson-led experiences when they have company dollars to spend? Most business buyers now actually prefer to transact digitally, even for purchases of $500K and beyond." Some really interesting insights on B2B marketing from Toptal's growth marketing practice lead. Great piece Jeffrey Gangemi!

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I enjoyed watching this episode with Rebecca Schneider on the "Content Matters Podcast" hosted by Barb Mosher Zinck. Dive deeper into this informative discussion sponsored by Ingeniux Corporation here: https://lnkd.in/ehPngecS. Do you believe Taxonomy, Metadata, and Structured Content are crucial elements in the world of AI, especially in e-commerce? Let me know in the comments below. #Taxonomy #MetaData #AI

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Completely agree. "Instead of relying on outdated lead generation tactics like cold-calling, heavy digital advertising, gated content and hidden pricing, firms must focus on engaging potential customers through genuine educational content, transparency and strategic nurturing that aligns with the buyers’ actual journey and creates a better experience. Such engagement is more likely to cultivate interest and trust in a company, reflecting an understanding of the B2B buyer’s challenges and how the solution can address them. And it is more likely to lead to meaningful conversions, faster sales cycles and higher win rates."

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I attended Forrester’s B2B Summit, and three themes resonated with me: AI, buyer groups, and buying signals. But more than anything, what I found incredibly valuable was hearing from other marketers. It’s reassuring to realize that we’re all grappling with similar challenges and can learn so much from each other’s experiences and insights. I’d love to join or create a small group of B2B content marketing leaders to keep these “roundtables” going. If you’re interested, DM me! When ChatGPT first made waves, I had a moment of panic - as most creatives did. But within a few days, I told my team to lean in, and lean in hard. We aimed to be prompt masters before we’d ever heard of that term. Someone described this moment we’re living through as similar to when the Internet was just getting started and some people bought url names and sold them for a lot of money while most had no idea what they were bearing witness to. There is so much opportunity, but we can’t see it because we’ve never seen this before. I feel fortunate to work at Feedzai, where I have the privilege of engaging with some of the brightest data scientists. So just maybe I’ll recognize a few urls. A special thanks to Robert Harris for providing me with the ticket to this invaluable experience. And to Will Henke for being our great partner at Forrester. Here’s to leaning in, learning more, and pushing the boundaries of what’s possible with AI in marketing! #contentmarketing #b2bmarketing #forrb2bsummit

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Welcome to Mazlevel! In this video, we dive into Voice Search Optimization (VSO), an essential SEO strategy to boost your website's visibility in voice search results. Learn how to optimize your content for voice queries, get featured by voice assistants like Google Assistant, Siri, Cortana, and Alexa, and enhance your digital marketing strategy.#VoiceSearchOptimization #VSO #DigitalMarketing #SEO #VoiceSEO #AIinMarketing #VoiceAssistants #GoogleAssistant #ContentMarketing #SearrrchEngineOptimization What is VSO? How to implement VSO in your digital marketing strategy Best practices for optimizing content for voice search Latest trends and updates in VSO Don't forget to: 👍 Subscribe to our channel 📤 Share this video 💬 Leave your comments and questions 📧 Contact us: info@maziar.tech 📧 Reach out to Maziar Tanha personally: maziar@usa.com

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