Navigating the martech maze: How to meet expectations
Morag Cuddeford-JonesThe final instalment in our series looks at having the right implementation in place to ensure marketers get the best out of martech in terms of value and creativity.
Navigating the martech maze: How to ensure implementation runs smoothly
Morag Cuddeford-JonesIn the second of our three-part series, in partnership with SAP, we find teething problems are par for the course with martech and something to prepare for from the start.
Navigating the martech maze: How to get started
Morag Cuddeford-JonesIn the first of Marketing Week’s new three-part series, in partnership with SAP, we chart the journey of buying marketing technology, giving marketers the guidance they need to avoid hitting dead ends.
How brands are putting voice-driven AI into action
Morag Cuddeford-JonesVoice assistants are moving beyond niche products and into the mainstream, meaning they are necessary in the customer journey for more and more brands.
Hiring internally versus externally: Which is the best way to cultivate talent?
Morag Cuddeford-JonesLarge organisations that have traditionally recruited marketers from within are realising they need the new skill sets external candidates bring, but there is still value in organisational knowledge and opportunities for marketers looking to rise through the ranks.
What B2B brands can teach B2C marketers about customer experience
Morag Cuddeford-JonesWith customer experience a focal point for businesses across all sectors, marketers shouldn’t just be looking at B2C brands for inspiration as B2B is increasingly seen to be leading the way.
How marketing can help brands build an export strategy post Brexit
Morag Cuddeford-JonesThe government is keen for businesses, particularly SMEs, to export goods as the UK readies to leave the EU, so what are the challenges and what role should marketing play?
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Why marketers lose influence as B2B brands grow
Morag Cuddeford-JonesA worrying trend appears to be emerging where B2B marketing influence dwindles as brands grow, resulting in marketers at big companies finding it difficult to get their message across at a senior level.
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The B2B struggle: Why are marketers still under pressure to prove their value?
Morag Cuddeford-JonesMarketing Week research sponsored by Omobono examines how B2B marketers can start driving business strategy instead of merely being told to execute it.
Why seamless service sets the best marketing apart
Morag Cuddeford-JonesCustomer experience may dominate marketers’ thinking, but they will never maximise its potential without collaborating with customer services staff.
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How small businesses are tackling GDPR
Morag Cuddeford-JonesNo business will be immune when GDPR comes into force in six weeks and while a huge number of SMEs admit they are still unprepared, those that have got the ball rolling are starting to see positive results.
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The challenge of achieving personalisation at scale
Morag Cuddeford-JonesCustomer expectations are continually changing, meaning brands need to offer relevant and smart personalisation across every touchpoint, but marketers at our roundtable, sponsored by Relay42, agreed it is sometimes easier said than done.
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Market research on a shoestring: How to get big insights from small budgets
Morag Cuddeford-JonesMarketers are forever being asked to achieve more with less so how can brands cut the budget without cutting corners when it comes to research?
Two entrepreneurs’ advice for businesses employing single parents
Morag Cuddeford-JonesThe founders of a marketing agency and a holiday business share their advice for improving working conditions for single parents.
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Why brands are failing to meet the needs of single parents
Morag Cuddeford-JonesDespite there being nearly three million lone-parent families in the UK, many employers and brands are still failing to meet the needs of this group.