Club Martech

As part of The Drum’s Future of TV initiative, Poppy Mason-Watts (WaterBear’s chief growth and impact officer) looks at the future of TV and how brands need to adapt to a new landscape by creating documentary-style content, to effectively showcase their credentials. Read the full article

Study: Marketing automation teams mired in execution, neglecting strategic priorities. A study of Marketo users shows nearly 75% of respondents execute more than 30 campaigns in a year and 74% manage a team of 0-3 employees. Read the full article

Linkedin is for a lot of B2B companies an important channel in demand and lead generation. Our friends at Impactable are specialisets in advertising on Linkedin. Check out their extensive article about all you need to know about Linkedin. Read the full article

An interesting survey report about replacements in the Martech stack. Number 1 is marketing automation followed by CRM. Growth in replacement (21 vs 22): SEO tooling and ABM. SEO might be related to AI content. ABM is an upcoming: In vendors but also for buyers. DMP and Analytics are less replaced (21 vs 22): Might have to do with the cost of replacing. You can download the complete report for free. Read the full article

We know that buyers conduct research at all stages of their buying journey. They look at product pages and dig through case studies, social media, and marketing content. When buyers think they’ve learned enough and it’s time to make a buying decision, they return to the website of the product or service that best matches their needs….. Read the full article

B2B is different from B2C in many ways, however, the 2 are growing towards each other more and more. Especially now that the decision-making unit becomes younger and millennials are a large part of the buying committee This changes the buying process completely, especially if you take their skepticism towards salespeople into account. A recent Harvard Business Review article even goes as far as stating that ‘Traditional B2B Sales and Marketing Are Becoming Obsolete’. Read…

The undeniable truth is that technology is an inevitable part of almost every sale. How effectively you and your team have truly adopted the technology is an essential stepping stone towards more robust workflows, closed deals, increased revenue, and future growth, among many other things. Read the full article