​The future of digital advertising is about brands being customer-led, not advertising-led, creating a value exchange with consumers, ramping up diversity, and acknowledging they’ve lost channel control.

No technology is going to save marketers who don’t build up a human workforce that’s skilled, diverse, creative or aligned enough to support their customer outcomes, Adobe’s experience marketing lead says.

TAL’s head of CRM, Mike Nixon, is the first to admit the group’s marketers got a little too excited when they deployed their shiny new campaign management platform. It’s been a hefty lesson that’s pervaded every aspect of process, approach and strategy since.

All the latest martech, customer tech and adtech news from Optimizely, Zendesk, Adobe, Bold360, Acquia, Adform, Genesy, M-Files, AnyVision and Meltwater.

Take a dive into any B2B marketing playbook today and you’re likely to encounter account-based marketing (ABM) in the mix.

Fostering an organisational mindset shift to experience-driven business is a key task marketers must own, says Adobe VP marketing for APAC, Alvaro Del Pozo. As nominations for the 2019 CMO50 list open, we catch up with the marketing chief to find out how he’s ensuring his approach to modern marketing is a winning one.

All the latest martech and adtech news this week from CM Group, Adobe, Amazon, Talend, Pegasystems, Informatica, Curiious, Qualtrics, Acquia, BigCommerce, InMoment and IntelligenceBank.

Adobe, IBM, Marketo, Oracle, SAP, SAS and Salesforce have been named as ‘leaders’ in Gartner’s recent Magic Quadrant for Multichannel Marketing Hubs report.

Ask any CMO what skills they’re investing in to support the modern marketing function, and chances are a big one will be ‘insights’.

More than $60 million in student value and 110,000 highly qualified leads are just two highlight wins for educational promotional body, Education New Zealand, after undergoing a digital marketing transformation.

The next-generation customer data management space is rapidly heating up, with upstart US vendor, Segment, raising a whopping US$175 million in funding for its new customer data infrastructure offering.

It’s a conundrum all too many marketers are still facing: How to harness new technologies, tools and data sets at their disposal to better personalise engagement with prospects and customers.

When crafting the blueprint for marketing technology transformation at Australian industry super fund, CBUS, its head of technology and digital, Rob Pickering, turned to customer experience design as his first port of call.

There’s no doubt about it: Marketers are being asked to be change agents within their organisations. And it became apparent at this week’s Adobe Summit that technology marketing leaders have been successfully doing just that.

​Account-based marketing is front and centre for Marketo under its new owner, Adobe, and the group is claiming a world-first on conversational ABM to prove it.

It was improving access to student services and not acquisition activity that the team at University of NSW chose as the pilot project to try out its newly acquired marketing technology stack.

The more brands invoke the unmet, unarticulated needs of consumers by showing empathy, the more they will innovate.

All the latest martech and adtech news this week from HCL, ReachLocal, Hootsuite, Adobe, McDonald's, Dynamic Yield, Pocketmath, Intercom, Domo, Salesforce, TripleLift, and more.

Measuring commercial success in retail must shift away from traffic and conversion rates to how many customers you have relationships with and how you retain those customers in a way that’s relevant to them.

A real-time customer data engine and platform, Customer Experience cloud improvements, a new Commerce Cloud and integration of Marketo into Marketing Cloud are among Adobe’s latest efforts to deliver the customer experience management vendor of choice to enterprises.

Using the personality and online reach of in-store staff online could be a vital differentiator for retail brands looking to compete against digital upstarts and better meet consumer demand for experience-led shopping, Magento global CEO, Mark Lavelle, believes.