Kristen Rice, Senior Marketing AI Initiatives Manager at Okta, explores how data, AI, experimentation, and cross-functional alignment can transform modern growth marketing. From building connected GTM strategies and demand generation engines to turning complex data into actionable insights, Kristen ...
Marketing leaders are under increasing pressure to demonstrate measurable business impact while managing tighter budgets and rising customer expectations. Improving marketing ROI requires more than launching additional campaigns. It demands smarter decisions about where to invest, who to target, and...
The way B2B companies approach marketing has transformed. Traditional broad-based campaigns no longer deliver the precision or ROI that businesses require. Account-based marketing (ABM) offers a targeted, value-driven approach focused on engaging high-value accounts. However, while ABM delivers meas...
In today’s fast-paced B2B landscape, marketing automation is essential for staying ahead. As businesses strive to generate leads, nurture prospects, and drive conversions, automation has become a game-changer. Whether you’re a startup or an industry leader, it empowers your marketing and sales teams...
Why marketers still want a say! In 2025, there’s no shortage of tools that promise speed, automation, and hands-off execution. But as we test these hands-free approaches (agents), a quieter desire keeps surfacing: the need to stay involved. I wouldn’t micromanage, but I wouldn’t blindly ...
