By MarTech
It’s been more than a week since Salesforce and Braze announced to the world they were an item, and the hot takes on what it means for marketing organizations keep piling up like activation tools in the Salesforce portfolio.
Buying AI tools is easy. Getting people to change how they work? That’s the real challenge.
Congratulations! You — for the sake of argument — have managed to crack the great mysteries of getting mentioned in AI citations. Now you’ve got more traffic than Los Angeles at rush hour. That’s not enough to win B2B buyers. As Scott Gillum points out, if the proof is buried…
You look at the dashboard and see what’s happening in a campaign. Give the same data to your CEO — who wants to know about revenue, margin, or profit — and they’ll see hieroglyphics. Frans Riemersma gets into how to connect campaign data with the slower customer analysis that…
As we all know, AI doesn’t need any help making mistakes. Past prompt success is no indicator of future performance. Giving an agent messy source material increases the likelihood of that hugely.
AI can research audiences, create campaign assets, optimize performance, and coordinate complex workflows.
Do you ever answer those long customer surveys? I don’t. Who does? Are they really representative of your customers? That’s just one reason why so many voice of the customer programs might as well be mute.
Spoiler alert: The holidays are coming. So, how do you maximize customer numbers and purchases? One way is to make sure you’re not overpaying for those customers.
When a channel shows 4x ROAS, you feed success, right? That’s the right move unless most of that revenue would have happened anyway. That’s why you need incrementality testing. Tom Leonard shows that it gives marketers something more useful than another performance number…