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Articles for Linda Pophal

Account-Based Marketing Refines Its Focus

Individual buyers will continue to replace larger accounts as marketing targets.

The Marketing Content Continuum

How to get the most bang out of marketing messages by reusing them effectively.

Marketing’s New Reality: The Metaverse

Some early adopters have seen great success, but it's important to learn all you can first.

Using ROAS to Maximize Your Limited Ad Dollars

Tools exist to provide insights into which channels and sites lead to conversions, but they require work.

Using AI to Make Marketing Resonate

Artificial intelligence can help determine which content and channels hit the mark.

The Top Marketing Trends for 2022: Cookieless Replaces Contactless

Marketing moves to new channels to meet changing demands.

Marketing’s New Strategy: Paying for Performance

Paying only when specific actions occur sets the new standard in building ROI.

Can AI Really Be Trusted?

How reliable are the marketing recommendations made by artificial intelligence?

Why You Need an Enterprise-Level Marketing Taxonomy

Cross-functional teams are the new normal in business, and data needs to follow suit.

Tips for Building Wallet Share to Gain Market Share

Market share and wallet share are complementary metrics to identify customer issues.

Which Market Research Platform Is Right for You?

Programmatic platforms provide a lot of insight, but you need to weigh how much of it you actually need.

The Top Marketing Trends: AI and Automation Drive Digital Interactions

Artificial intelligence now controls many aspects of marketing.

Shining a Light on the Dark Funnel

Marketing and sales professionals can't keep looking at customer journeys as linear.

Customer Intent: Elusive, but Not Impossible to Obtain

When it comes to customer purchases, understand why they buy, not just what

Tips for Remote Selling During and After COVID-19

New channels have surely emerged, but existing customers keep their value.

Use Digital Platforms to Drive In-Store Traffic, and Vice Versa

Online and offline environments are no longer competitors for the same retail customers

The Top Marketing Trends: Automation and AI Are the 'New Normal'

Marketers will continue to lean on chatbots, voice search, artificial intelligence, and video in the post-COVID world

Demystifying Cryptocurrencies: Promise and Potential Lead to Growing Appeal

Marketers can boost their image with tech-savvy consumers by accepting e-cash

Selling Opens Up with 3-D Visualization

Marketing and sales reps are using 3-D technology to reach potential customers wherever they might be

Get Back to Basics with Direct Mail

Companies still find value in letting the post office deliver their customer messaging