This is the most popular content on Martech Zone.
Martech Zone’s Most Popular Articles
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Analytics & Testing
Google Analytics 4: How to Track Users Seamlessly Across Domains and Subdomains
For businesses and marketers seeking to comprehend the entire customer journey across websites, Google Analytics 4 (GA4) offers powerful capabilities—if implemented effectively. Unlike its predecessor, Universal Analytics (UA), GA4 rethinks how sessions and users are tracked, which means that configurations you previously took for granted may now require explicit setup. A key example is tracking users across multiple domains or…
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Sales and Marketing Training
Inbound vs. Outbound Marketing in B2B: How to Make the Best Out of Both
Why do so many B2B companies kick off with outbound marketing? The answer’s pretty straightforward: quick results without blowing the budget. However, as businesses evolve, mixing in some inbound tactics seems to be the secret sauce for steady growth. In the ever-evolving world of B2B, I’ve found that it’s not about choosing between inbound and outbound. It’s about merging the…
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Email Marketing & Automation
What is Expressed versus Implied Permission?
Canada took a stab at improving its regulations on SPAM, and the guidelines businesses must abide by when sending their email, mobile, and other push communications with the new Canada Anti-SPAM Legislation (CASL). From deliverability experts I’ve spoken to, the legislation isn’t all that clear – and I think it’s strange that we have national governments interfering with global issues.…
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Customer Data Platforms
Funnel: Collect, Transform, and Feed Marketing Data
As more and more tools are in your sales and marketing stack, producing centralized reports can be quite a chore. Most marketers I know spend a lot of time collecting and transforming data and then manually producing the reports they need to report on campaigns and other marketing metrics. Funnel: Integrations With Over 500 Data Sources Funnel takes messy, siloed…
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Email Marketing & Automation
AtData: Unleash the Power of First-Party Data With Email Intelligence
Harnessing the potential of data has become a pivotal factor for companies striving to gain a competitive edge. First-party (1P) data, in particular, has emerged as a goldmine of valuable insights. Recognizing this, AtData, an email intelligence company, offers a comprehensive suite of solutions designed to help businesses leverage and maximize their first-party data. By partnering with AtData, marketers can…
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Analytics & Testing
Chartbeat: Content Analytics and Insights for Publishers
Publishers constantly seek ways to engage their audiences, make informed editorial decisions, and build reader loyalty. One powerful tool trusted by thousands of content teams worldwide to achieve these goals is Chartbeat. This clever and robust software delivers real-time analytics, insights, and transformative tools that can be a game-changer for publishers. At the heart of Chartbeat’s offerings is its suite…
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Sales Enablement, Automation, and Performance
How to Set Up Appointment Scheduling With Your Google Workspace Account
One of the slippery slopes of running a business is periodically reviewing all of your software to ensure you’re not paying for duplicate services. Google Workspace now offers appointment scheduling so we no longer need to pay for Calendly. While we really liked Calendly, it’s just a matter of not wasting money when we can get the same functionality with…
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Artificial Intelligence
AI vs. AGI: And No… Artificial General Intelligence Is NOT Skynet!
The path from Artificial Intelligence (AI) to Artificial General Intelligence (AGI) is filled with scientific, technical, and philosophical challenges, and it’s difficult to predict a precise timeline for its realization… but there’s little doubt that we’re getting closer with each iteration of the platforms under development. Amidst the enthusiasm for the transformative potential of AGI, there is also a notable…
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Sales and Marketing Training
The Harsh Truth About Agency Margins and the Smarter Path Forward
Before the pandemic, I encouraged my employees to find new opportunities. When the last one did, I shifted my focus to being a fractional CMO. I didn’t want to close my doors; I cared deeply for my staff, was passionate about helping my clients, and was proud of our growth and achievements. But I was tired. I grew weary of…
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Content Marketing
DepositPhotos: Affordable Royalty-Free Stock Photos with Reverse Image Lookup!
A royalty is a payment made to an individual or entity for using their intellectual property (IP), such as a patent, trademark, or copyrighted work. In photography, a royalty would be paid to a photographer for using one of their photographs. For example, a photographer takes a photo of a popular landmark and licenses it to a travel website for…