Martin James

Recent Posts

3 Tips for Incorporating AI into Your B2B Marketing Strategy

By Martin James | Jun 26, 2019 8:00:00 AM | Digital B2B

AI has been a very popular topic of discussion in B2B marketing for several years now. More than 84% of B2B marketers and salespeople are using, implementing, planning to use or evaluating AI. While that is a high number, there is still a clear disconnect between understanding that AI is valuable and putting the time and resources into implementation. Here are some tips on how to overcome that initial hump and embrace AI.

1. Understand your challenges: It’s important to understand that you don’t need to learn AI at a deeply technical level. You do need to understand what challenges you need to solve and find the right technology solution to resolve those challenges.

How to Make Your Revenue Impact Visible

By Martin James | Jun 19, 2019 7:00:00 AM

The need for ROI visibility is only increasing as marketing spending continues to grow. A Forrester study notes that digital marketing spend will reach $146 billion by 2023, growing at a 9% compound annual growth rate. With that information, we know that the more money is spent on marketing, the bigger the need to show the impact of that spend. Here are three key ways to ensure that you highlight the fruits of your marketing labor:

15 Mind-Blowing Stats for B2B Marketers

By Martin James | Jun 12, 2019 8:00:00 AM | Digital B2B

Marketing to businesses has certain challenges that B2C marketers do not face, including attribution, ROI and influencers. Embracing digital marketing can be a way to raise the bar within your B2B space. Here's a look at some statistics from the industry:

Survey: CX Challenges on Both the Front-and-Back Ends

By Martin James | Jun 5, 2019 8:07:00 AM | Digital B2B

"Bad digital customer experiences are costing brands valuable revenue." 

Mailchimp Set to Launch Full-service Marketing Platform

By Martin James | May 29, 2019 8:36:04 AM | Digital B2B

Exciting news this month as Mailchimp revealed the launch of its first full-service marketing platform, which will come with a variety of new features.

6 Principles of Website Accessibility for Modern Marketers

By Martin James | May 22, 2019 8:00:00 AM | Digital B2B

When developing a website, keep these principles in mind to ensure your website is accessible by the broadest audience possible.

The CIO’s Big Job in the Next Data-Driven Era

By Martin James | May 15, 2019 8:00:00 AM | Digital B2B

Ensuring you keep up with—and even stay ahead of—the technology curve will be necessary to remain relevant in your industry. How does a CIO’s role fit into this?

These are the ABM Metrics to Measure for Your Quarterly Reporting

By Martin James | May 8, 2019 8:02:00 AM | Digital B2B

As you report on your ABM campaign, it’s important to understand how this process differs from reporting on traditional funnels.As noted in a recent Terminus article, there are two big problems with using a traditional demand funnel to measure ABM:

6 Developer Principles of Digital Accessibility for Modern Marketers

By Martin James | May 1, 2019 8:00:00 AM | Digital B2B

When developing a website, keep these principles in mind to ensure that it’s accessible by the broadest audience possible.

Awash in Data, Marketers Still Find Ad Targeting Capabilities Lacking

By Martin James | Apr 24, 2019 8:00:00 AM | Digital B2B

According to an Econsultancy and Adobe survey that concluded in December 2018, more than half of client-side marketers worldwide said leveraging data for more effective segmentation and targeting is among their top three organizational priorities in 2019.

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