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Marketing Operations

As data-driven marketing becomes a focus for more B2B companies, the role of marketing operations is out front. This section takes a look at the role of marketing operations in developing best practices that focus on metrics dashboards, resource/asset management and other marketing automation tools

LinkedIn Launches Messaging-Based Ads

LinkedIn has launched Conversation Ads, a new marketing tool designed to personalize viewers’ experiences with a messaging-based ad format. Conversation Ads builds on the company’s current Message Ads offering (formerly Sponsored InMail) and features a “choose your own path” experience designed to help marketers create full-funnel campaigns with multiple customized calls-to-action,…

Alyce, Marketo Announce Integration Aimed To Boost Customer Engagement

Alyce, a personalized gifting platform, announced its collaboration with Adobe and full integration withMarketo Engage, part of Adobe Experience Cloud. Alyce for Marketo Engage is designed to enablemarketers, sales teams and SDRs to deliver a personal and relevant experience and measure the impactand attribution of their one-to-one gifting campaigns within…

B2B Companies Embrace Purpose-Driven Initiatives But Struggle With Impact

B2B companies are increasingly embracing purpose-oriented initiatives as potential drivers of business growth, contrary to the common belief that they lag their B2C counterparts. An overwhelming majority (86%) of B2B companies believe it is essential to bring a sense of purpose to their organizations. However, most have not experienced growth…
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