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What Technical Founders Need to Know About Sales and Marketing

For some reason, startup advice has always been about tips for non-technical founders — or how they could scoop one of us up. But what about us technical founders? Yeah, we’re creative. But that creativity doesn’t automatically translate to sales and marketing. A number of fellow “nerds” have developed kick-ass products that led to no more than a […]

Customer Experience

How accurate is the marketing of accuracy in the reality capture world?

The rise of reality capture has opened up the market to more inexpensive, easier-to-use hardware, which is, in turn, leading many new professionals to use the technology. These professionals may not be familiar with the end products expected by clients—it takes education and experience to understand the nuances and complexities of that end product, and […]

Customer Experience

Marketing Innovation Starts And Ends With Customer Obsession

By Keith Johnston, Vice President, Research Director Despite all the monumental changes to technology and media that afford marketers the capabilities to build emotion-rich customer relationships, they frequently struggle to rise above roles as brand despots or sales vassals. But don’t blame the tools; it’s because marketing functions are mired in minutiae while prioritizing internal […]

Customer Experience

How to transition from PR to marketing: 6 execs offer their advice

PR can be a thankless and exhausting business. I’ve had countless conversations with PR executives ultimately want to get out of PR entirely and move into marketing. Having worked with PR professionals for 20 years, there are a few glaring educational deficits for many wanting to make the transition. It’s not just practical skills around […]

Customer Experience

What Marketers Should Know About Personality-Based Marketing

Communicators and marketers can now adopt a personalized approach to their work, ideally one based on behavioral science. But the execution lags behind the science while the claims of some marketers as to what personality marketing can do far exceed it. Moreover, public controversies like the Facebook and Cambridge Analytica story threaten personality marketing’s potential before […]

Customer Experience

Marketing to the elites – what the wealthy want and how to give it to them

High net worth individuals are a highly attractive and lucrative audience for any brand. So what traits define these individuals and what can marketers do to attract their attention? Tracey Porter investigates.   This article originally appeared in The Money Issue, our April/May 2018 issue of Marketing magazine. It is clear Australia’s financial elite are kicking some serious goals. […]

Customer Experience

Gartner Names Content Marketing Platform Leaders, Adobe Updates Experience Cloud, More News

Gartner released its first Magic Quadrant for Content Marketing Platforms (fee charged) March 27. The Stamford, Conn.-based research firm named NewsCred, Kapost, Contently and Percolate as its leaders. Skyword, ScribbleLive, Spredfast and Sprinklr were named “niche players.” Gartner defines content marketing platforms (CMPs) as software platforms that support the practice of content marketing. They include capabilities […]