marketing
The Complexity of Sales Workflows Enhancing Efficiency To Drive Results
B2B sales organizations face numerous challenges in managing diverse business streams such as new business opportunities, renewals, cross-selling, and upselling. These tasks are not only time-consuming but often require precise, tailored processes that involve multiple teams, stakeholders, and tools. To address these complexities and increase operational efficiency, sales platforms – especially...
marketing 23 Jan 2025
Counterfeiting in the Digital Age: How Technology is Reshaping the Fight Against Fake Goods
The $2 trillion counterfeit goods industry poses a severe threat to businesses and consumers alike, with small and medium-sized businesses hit hardest. Technologies like AI and ML are emerging as powerful tools to combat this issue, enabling brands to detect fakes, authenticate products, and secure supply chains, ultimately safeguarding brand integrity and consumer trust. In today’s fast-evolving...
marketing 18 Dec 2024
The Big Shift in Digital Selling: 3 Ways AI-Guided Selling Boosts B2B Sales Success
In today’s business-to-business (B2B) landscape, buyers are more connected and self-sufficient than ever, leveraging extensive resources and digital tools to make informed decisions independently. This shift means they often have access to the information they need before even engaging with a sales rep.However, despite the buyers’ increasing autonomy, sales reps find themselves spending a...
marketing 18 Dec 2024
How Newell Brands is using Gen AI to improve its marketing organization
The consumer goods sector is “operating in the dark” when it comes to marketing measurement, says Melanie Huet, President, Brand Management & Innovation at Newell Brands, but gen AI is “helping to shine a light on how the right data can enhance understanding”. Newell Brands, a global consumer products company with over 60 brands, including household names such as Sharpie®, Crock-Pot®, and Yankee...
marketing 15 Oct 2024
Don’t let creativity fly blind: why native campaigns need measurement
Native and sponsored content campaigns can provide an extremely powerful channel for advertisers to use to build positive perceptions towards their brand. They can integrate a brand’s message seamlessly into a publisher context in a creative way, taking advantage of the relevance of the environment and the trust of the audience. Research bears this out: a survey of around 2,000 campaigns for our...
marketing 10 Sep 2024
Navigating Google’s Crackdown on AI Spam: A New Era for Marketers
Google’s recent policy update, which took effect on May 5th, marks a significant shift in the digital marketing landscape. The tech giant aims to combat low-quality spam sites, reducing AI-generated content in search results by 40%. This is forcing marketers to rethink their content creation processes, emphasizing quality and relevance to maintain visibility and credibility in searches. By 2027...
marketing 10 Sep 2024
Project Management Failures Cost Companies: Modern PSA Software Delivers Significant ROI
Companies face mounting pressure to maintain healthy margins while navigating economic uncertainties. Profitability in the services industry alone dropped by 4.8% last year, underlining the multiple challenges businesses are grappling with today. On one hand, margins are being squeezed, and on the other, clients' ability to finance various projects and initiatives are threatened by broader...
marketing 9 Aug 2024
How marketers are harnessing AI for unprecedented personalisation
Personalisation has been a mainstay of marketing strategies for years, even decades. From banking to shoe shopping to the ritual of coffee on the way to work, the expectation is that a brand will tailor its service to me. But while marketers have long been engaging with personalisation tactics – well aware of the competitive advantages in conversion, retention and ROI – many have been unable to...
marketing 9 Aug 2024
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