In order to realize your performance potential, and maximize your content marketing return on investment (ROI), you’re going to need the right marketing technology.

Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and enhance the overall customer experience. Continue Reading

What happens when we are all artists, all storytellers, all flooding the ever-expanding array of digital and traditional channels with our brand content and calls to action?

Does content marketing — which promised to level the marketing playing field — regress into the inevitable battle of budgets?

Will success come down to who can hire the best writers, outsource to the top agencies, and buy the most sponsored content to generate the greatest number of impressions? Continue Reading

Measurement matters now more than ever.

Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but marketers are largely dropping the ball when it comes to monitoring, reporting, and improving performance.

Adobe’s Digital Distress study, which surveyed more than 1,000 marketers, found 76 percent of marketers believe measurement is important, though only 29 percent believe they are doing it well. Continue Reading