Samuel Greengard

Rethinking the Rules of Engagement

One of the perplexities about today’s digital marketing frameworks is that, despite increasingly powerful tools and capabilities, companies constantly get their use wrong. They barrage customers with the right message at the wrong time, the wrong message at the wrong time, or simply spew too many messages all the time.

Put Some Life in Your Lifecycle with Direct Mail

When all the various touchpoints are aligned across the customer lifecycle, it’s possible to focus less on the act of selling and more on building a stronger and more attractive brand.

In the Crowded Attention Economy, Direct Mail Still Stands Out

One of the common traps marketing leaders fall into is expecting lightning-quick results. If a program or initiative doesn’t deliver immediate, decisive wins, it’s tempting to double down or, more often than not, move onto the “Next Great Thing.” Quick, easy, and relatively inexpensive digital messaging feeds this tornado.

The Metaverse and Web3 are Coming but the Physical World Rules

It’s remarkably easy to get caught up in digital hype. As wave after wave of new technologies appear, pundits and prognosticators inevitably forecast all the ways these newfangled systems will change the world.

More Tech Does Not Equal Better Martech

It’s no small matter. Forrester concluded that a more personalized, contextualized, and scalable hybrid platform makes it possible to take relationships and performance to a new level. Suddenly, automation is an ally rather than a hinderance.

Tough Economic Times Require Smarter Marketing Decisions

Behaving in economical and opportunistic ways isn’t mutually exclusive; they actually are two pieces of the same puzzle. When CMOs approach marketing from a hybrid perspective and use the right analytics tools to understand customers and conditions, their organization is positioned to make smarter investments and maximize ROI.

Elevating the Hybrid Experience is Critical for Customer Engagement

As marketing executives sort through today’s often confusing array of digital tools and channels, it’s painfully clear that success requires more than state-of-the-art technology. How a company approaches and interacts with customers is at the heart of engagement—and business success.

5 Ways CMOs Can Transform Marketing

If there’s a mantra for the digital age, it’s automate, automate, automate. To be sure, the ability to use computers to handle various tasks is often transformative. It slashes costs, boosts speed, and improves productivity—thus making a business more competitive.

Leadership Alliance 2021 Report: ABM Gets Personal

There’s no longer any debate about the value of personalized and relevant marketing. It’s an essential element for establishing trusted relationships with customers and building long-term brand affinity. Nevertheless, organizations of all shapes and sizes continue to struggle with the concept.

When Worlds Collide

At times, the task will seem formidable. Yet, as we wade deeper into the digital age, it becomes clearer that the online and offline worlds have indeed collided—and the right combination of digital and human touch is essential.

PFL Survey: Organizations Struggle to Adapt to the Attention Economy

While marketing isn’t likely to get any easier in the months and years ahead, it’s possible for business leaders to think smarter and act more strategically. The results of the 2022 PFL “Hybrid Audience Engagement Survey” clearly show that marketers must expand and deepen their thinking about how to gain traction in the attention economy of today, a place where personalization matters and content counts.

Business Must Understand Context to Create the Right CX At the Right Time

As organizations scale up business initiatives, data points replace physical touch points. Duplicating—or, at least, approximating—human interaction becomes more difficult…and the stakes are magnified.

As Consumers Seek to Minimize Digital Footprint, Savvy Marketers See an Opportunity

The concept of data ownership is changing, and consumers have increasing power and control over their personal data.

If Your Brand Vanished Tomorrow, Would Anybody Care?

When brand do these things right, and when they create integrated, orchestrated and impactful experiences at scale, they’re suddenly able to establish connections that transcend a simple transactional.

Let’s Get Physical, In a Digital Kind of Way

In a world where the signal-to-noise ratio is often deafening, marketers and sales professionals must step back and assess what works best in a particular situation.