Articles

The future of customer data platforms (CDPs) is becoming increasingly important as businesses strive to make sense of their data and use it to drive growth.

Launching a digital marketplace has become a popular strategy for B2B and B2C brands alike. While marketplace businesses grew at double the pace of traditional digital commerce businesses last year, their complexity often creates unforeseen challenges.

Salesforce’s summer release delivers a series of enhancements to improve the user experience and saving time through efficiency. After all, what good is a tool if it’s challenging to use and takes up a bunch of time that none of us have? Highlights covered in this edition include admin and CRM enhancements, Account Engagement (formerly Pardot), and feature upgrades for Commerce.

Data is today’s marketing currency. Those who know how to build it, manage it and use it will create substantial competitive advantage for their businesses, no matter the industry. But possessing lots of customer data isn’t enough.

One of the most basic human needs is a feeling of safety and security, sitting just above water, food, shelter, and the like on Maslow’s Hierarchy.

Customer data platforms are not a silver bullet, says Peter Rogers of agency Merkle. For The Drum’s data deep dive, The New Data & Privacy Playbook, he argues that they only work well if your first-party data is in order too.

Content has always been at the heart of B2B marketing, from thought leadership to demand generation to sales enablement. Insightful, useful content builds brand affinity and engagement, serving as a critical element in the B2B experience. As we enter a cookieless world, content becomes even more valuable.

Winning at retail is more important than ever today. With an expected one in four media dollars being spent in retail media by 2026, building a thriving sales practice is critical.