Gordon Plutsky

Read more about the marketing use cases for research, brainstorming, audience targeting, and content reuse that I’ve seen success with in using AI tools.

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While the possibilities with #MarTech and how it can enhance #marketing efforts are endless, that potential can also lead to an endless loop of questions and confusion when it comes to implementation and integration. Check out these recommendations: https://lnkd.in/gYdBNvn

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Thanks so much for featuring our 3-step guide to B2B Demand Gen Factors.ai! Our 3, non-negotiable steps are: (1) Deeply understand your customers (2) Build relationships with helpful content (3) Accelerate demand with Paid Media and ABM -- Want to know how to do each of these? Check out the guide at Factors! #b2b #b2bmarketing #demandgen #demandgeneration  

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Whether you are new to Propensity, or simply new to ABM, a good place to start is with Propensity Strategy docs! We’re compiling a wealth of information to help ABM enthusiasts answer everyday marketing questions like: 💭 How do I build an intent-driven audience? 💭 What’s the difference between a cohort and a campaign? 💭 Is there a way to measure ROI? 💭 How can I build sequences? 💭 Are there effective ways to engage with clients? Find answers to all your ABM questions here in our convenient doc repository: https://ow.ly/wFnb50StPf6

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🔍 New information brought to light: B2B organizations' ABM efforts are delivering a mix of outcomes—along with presenting confidence challenges—according to Enlyft's 2024 ABM Benchmark Survey. Go-to-market teams are navigating these 4 key challenges--> https://buff.ly/3VBRTgg #AccountBasedMarketing #ABM #SurveyResults #eBook #UnlockGTMSuccessThroughPrecision #Enlyft

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Our Gartner Marketing Symposium/XPO opening keynote emphasized the need for leading CMOs to stop simply reacting to disruption, and instead to anticipate and re-direct it to help their orgs evolve. A great tool for this is Gartner Futures Lab's Tapestry of Trends, which recently published and is available to Gartner clients here: https://lnkd.in/eREZy_VB Not a client? Check out our insights here: https://gtnr.it/GExpert Tapestry examines the political, environmental, economic, societal, and other forces that will impact your business in the coming years and what you should do about them today. #cmo #digitalmarketing #marketing

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The “AI everywhere” era is here, and IT decision-makers are feeling the pressure to effectively implement these solutions into their business. View Foundry’s tech marketers guide to help AI-focused buyers throughout their purchase process https://ow.ly/AECy50RqYqM

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Almost a quarter of marketers rate their personalization success as “best in class” while 71% say their personalization is “somewhat successful in assisting them to achieve marketing objectives,” according to a new Ascend2 study focused on AI’s current and future influence on marketing personalization. “In a landscape where personalization reigns as a crucial tool for marketing success,” the study says, “these findings challenge us to delve deeper into the strategies and tactics working in marketing personalization so that all marketing professionals find ways to advance their personalization program to new heights in 2024.” Titled “The Use of AI To Advance Personalization in 2024,” the study surveyed 355 marketing professionals in mid-March, finding that most believe AI could further improve predictive analytics of customer behavior (55%) and enhance dynamic content creation and optimization (54%). Nearly half (49%) believe it could enable real-time adjustments based on customer interactions. “Marketers are excited about AI's ability to help them expand and scale the complexity of future personalization programs,” the study says, with 69% anticipating a significant or moderate impact from AI on their personalization performance. Of the anticipated challenges, 48% said the lack of skilled personnel capable of implementing AI solutions was the largest limitation in leveraging its capabilities. Other concerns included data privacy and security (46%) and the complexity of its technologies (42%), but, as the study concludes, “It is essential to understand the challenges you will face so that you can overcome them, use AI to give you a competitive advantage, and deliver exceptional results in your personalization program.” #personalization #aimarketing #marketingpersonalization #AIpersonalization #AIsoftware #AImarketingsoftware #marketingoptimization #publishing #publishingindustry #digitalpublishing #mediapublishing #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: Ascend2)

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How has thinking on the buyer-side (agencies, marketers) changed in recent years? Buyer-seller relationships are becoming more disconnected, especially on the digital front. Buyers are working in self-serve environments, planning, executing, and evaluating campaigns with limited-to-no-interaction with publishers. Media planning and media buying have evolved and so have AAM's solutions. In the "old days" publishers would distribute their AAM reports to buyers. That still happens, but more often AAM accredited publisher data flows directly into the agency databases and buying tools via API, informing media decisions in the planning, execution, and evaluation phases. Alliance for Audited Media - Transact with Trust!

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Senior leaders interested in integrating Generative AI into their organization need to prepare, says Protiviti’s Jim DeLoach. Here are a few questions to get you started.

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Despite the proven power of account-based marketing, early-stage pilot programs can sometimes fail to deliver results. So why do ABM programs sputter? 1️⃣ A lack of cross-functional alignment derails progress. Without shared goals between sales, marketing, and leadership, ABM becomes a disjointed effort. Misalignment also makes it hard to prove ROI and expand the program. 2️⃣ Companies try to boil the ocean from day one. Launching at scale prematurely overwhelms resources and muddies insights. It's smarter to start small, refine the approach, and expand strategically. 3️⃣ ABM operates in a silo, disconnected from stakeholders. When key players like sales don't provide input or feel ownership, the program loses momentum. To drive ongoing success, constant collaboration is essential. But with the right approach, you can finally get your ABM pilot soaring. Join Meg Noonan as she shares how she launched an ABM pilot program at Veracode which was able to generate pipeline and prove ROI extremely quickly. Tune into the latest ABM MBA class airing tomorrow, May 29th at 12PM ET | 9AM ET Register here: https://bit.ly/3R2frrM PS: Our friends at Reachdesk will be giving away limited edition ABM MBA merch to 3 students who attend live!

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This week’s webinar lineup ⬇️ Browse our webinar calendar for live (and on-demand webinars) that will help you achieve your mission critical priorities: https://gtnr.it/3tVhl4N #AI #CostOptimization #GenAI #Audit #Webinar

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Taking ABM measurement a grade higher! Appropriate positioning of ABM is directly associated with higher ROI, so position the ABM strategy like an organization-wide relationship-building initiative.  Read more here: https://lnkd.in/emBM-Naj #abm #accountbasedmarketing #b2bmarketing #b2b #abmhero #marketingstrategy

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Focus on people first 🙌 That’s what my chat with Director of ABM Strategy & Global Programs at Cloud Software Group, Gabrielle Pirzad, is all about. Customer engagement can help with your ABM strategy in many ways but is an absolute asset in helping you segment your accounts. ✍️ Learn how to… ☁️ measure customer engagement in your ABM strategy ☁️ make those segmentation decisions ☁️ evaluate the success of your targeted ABM campaigns 🎧 https://bit.ly/3VjoqGD 👈 Tune in now to find out more 😎 #abm #accountbasedmarketing #marketing #podcast #customer #customerengagement #growth

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Intent is inherently a human characteristic because it involves conscious decision-making, goal-setting, and the capacity for abstract thought. There's no shortage of debate about the risks and tension between AI and human intent (read: autonomous vehicles) but less about its value in designing better experiences for brands and organizations. My colleague Chidi Achara gives a great perspective on this and rebalancing the relationship between humans and machines in our latest IX podcast. Give it a listen and send us your thoughts.

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