As account-based marketing (ABM) has gained traction in recent years, clients have grapple with a common martech issue that is foundational to realizing ABM’s value: identity resolution. This article by, Phil Marsalona, Marketing Technology Consultant at Merkle, will help you enable identity resolution for your ABM strategy.
Say what? Turns out you may be focusing on the wrong things if you're fixated on click-through and conversion rates. Here are a number of reasons why.
Topics: Search Engine Optimization (SEO)
Analytics tools aren't just another level of your martech stack. Contributor Jose Cebrian argues that they should be interwoven throughout the technologies used in the marketing process.
Topics: Digital Analytics
To build a lasting relationship with powerful donors and potential donors, successful fundraisers must become people-based marketers.
In the world of martech, virtually every roadmap and investment strategy includes a CDP (Customer Data Platform) capability. But, not all CDPs are alike. However, one of the foundational and most coveted functionalities is a persistent and consistent view of the consumer’ says, Derek Galier, Vice President/Partner, Strategy Consulting at Merkle
How Understanding and Leveraging Response Data Can Give Your Nonprofit a Strategic Advantage
Contributor Andy Taylor shares his take on Google's expanded text ads (ETAs), drawing comparisons to the new responsive search ad (RSA) format.
You may be wondering why you'd want to buy brand keywords on Amazon since results will feature your products anyway. Contributor David Hassler argues protecting your brand space is well worth the time and money.