POINT OF VIEW
ARTICLES

Expert thought leadership and global
insights from senior marketers.

Become a contributor

POINT OF VIEW

Want To Fuel Growth? Factor For FUD

By By Lisa Hicks and Edward Payne

Growing topline revenue is one of the most pressing issues organizations face. They first need to assess and overcome the impact of buyers’ Fear, Uncertainty and Doubt (FUD). More >

POINT OF VIEW

Your MarTech is Not What You Think

By Nav Thethi

With ever-evolving marketing needs businesses must adopt cutting-edge MarTech for a firm groundwork of data and infrastructure. More >

POINT OF VIEW

It’s Not About Sales, It’s About Trust

By Helena Mah

Looking after customer relationships means spending less on customer acquisitions over time. More >

POINT OF VIEW

CMO Playbook for 2023 Prioritizes Growth

By Scott Davis & David Novak

How many CMOs have moved beyond marketing leadership and are emerging as growth-oriented drivers of "what's next?" More >

POINT OF VIEW

Beyond The Bottom Line: How Innovative CMOs are Preparing for 2023 Engagement

By Lisa Nirell

How are innovative CMOs preparing for 2023? Stop obsessing over budget. Question your identity. Toss traditional segmentation. Make sure CX includes EX. More >

POINT OF VIEW

How Can a Business Improve Outreach

By Max Wolff

How can you convert leads into customers? Start personalizing your message. More >

POINT OF VIEW

Workplace Trends to Watch in 2023

By Jesse Meschuk

How will companies need to adapt themselves to the dynamic work environment and the constant shift in workplace trends? More >

POINT OF VIEW

Stage by Stage Closer to Purchase

By Helena Mah

Helping today's B2B buyers buy isn't a sales challenge anymore, it is becoming an information challenge. More >

POINT OF VIEW

How Puma’s NYFW Comeback is Redefining The Digital Crossover

By Mathieu Champigny

How do experts create an immersive in-store experience while utilizing the instant gratification of the digital world? PUMA has the answer. More >

POINT OF VIEW

Big Company Frustration Over Applied Innovation

By Jonathan Tofel and Carolina Sasson

Big CPG companies face many hurdles on the road to strategic innovation, which has stymied their growth. But they can choose to overcome them by embracing an entrepreneurial mindset. More >

POINT OF VIEW

Retail Media Networks and Beyond: Reaching the Right Buyers Based on Purchase Behavior

By Nick Mangiapane

How are consumer product marketers increasingly leveraging retail media networks to reach the right shoppers and boost recognition and sales? More >

POINT OF VIEW

How’s the Mental Health of Your Marketing Teams?

By Loretta Stagnitto

Mental health concerns of increased anxiety and burnout in the workplace are at an all-time high. See how to proactively address this to promote a rewarding work environment. More >

POINT OF VIEW

Optimizing Cost Per Acquisition In The Startup Environment With SEO

By Steve Hawky

Looking to optimize your startup's customer acquisition costs? Here's everything you need to grow using SEO. More >

POINT OF VIEW

Work on the Challenges of Today and Earn the Right to Exist Tomorrow

By Helena Mah

Growth, digitalization, and efficiency are the end goal for businesses. How can this be achieved when customers are the ones in control? More >

POINT OF VIEW

Starting a Green Business: Everything You Need to Know

By Vivek Mukherjee

Sustainable businesses are good for the planet, in keeping with the times, self-sustaining, and, perhaps most importantly, lucrative. Find out how you can go green. More >

POINT OF VIEW

Is Pervasive Patent Protection Good for Business?

By Merilee Kern

Explore the myths and mistakes that can undermine IP endeavors and short-circuit valuations. More >

POINT OF VIEW

A Culture of Learning for the Modern Marketer

By Jacqui Greeff

The fluidity and constant evolution of tech is both a gift and a curse for marketers. More >

POINT OF VIEW

How to Make Customers Stick in Changing Times

By Michael T. Capizzi

How do businesses utilize sales and loyalty data insights to enhance customer value and retain customers? More >

POINT OF VIEW

The Road to Reputation Resilience Can't Be Walked Alone

By Nir Kossovsky & Denise Williamee

21st century problems require 21st century solutions. How can your company be resilient in today's volatile social media climate? More >

POINT OF VIEW

Brands Should Solve Offer Fraud to Better Help Consumers During Tough Times

By Bobby Tinsley

At a time of high inflation, shoppers are feeling intensified financial pressures, how can companies refocus to benefit themselves and the consumer? More >

POINT OF VIEW

The Importance of Digital Disruption in Business and Marketing

By Nav Thethi

Understand the advantages and disadvantages of digital disruption in today’s economy. More >

POINT OF VIEW

Truly Moving the Needle

By Balaji Vaidyanathan

In a world where marketing is increasingly responsible for revenue generation, what do marketers need to focus on to truly move the needle? More >

POINT OF VIEW

The Relentless Hunt for Marketing ROI

By Fulya Uygun

What can be done to spot unsuccessful marketing initiatives and change course to something that benefits the company? More >

POINT OF VIEW

The Role of the Metaverse in Your 2022 Brand Plan

By Katie Brown

How can you get in on one of the hottest trends right now? Find out how you can make the most of the Metaverse, Web3, NFTs, and Virtual Reality. More >

POINT OF VIEW

Want Faster Time to Action? Innovate Your Management Style First

By Federico Salvitti

How much more successful would we be if we somehow shortened the time between intuition, idea, hypothesis, and execution of our marketing ideas? More >

POINT OF VIEW

Five Ways to Accelerate Customer Centricity Success

By Giles Colborne

Customer Centricity is about the way the entire company runs - from HR, to technology, to the product. See how and why you need to accelerate your customer-centricity success. More >

POINT OF VIEW

Combining Raw Data and Marketing Intuition as an Efficient Recipe for Progress

By Steve Hawky

Many marketers in the era of data-driven marketing put raw data in charge and anticipate it to guide them to success, but it may miss important human interest areas in your marketing strategy. More >

POINT OF VIEW

I am a Customer - and I am Human!

By Ian Ryder

Our CMO role requires us to do three things extremely well: Leadership, Strategy, and Strategy – and speak the language of the Boardroom. But who is ultimately responsible for the CJ and CX we give to our customers? More >

POINT OF VIEW

What's Wrong With Purpose? How Do You Fix It?

By Saul Betmead

If you are building a company's purpose, ESG must be integral. The jury is still out that it's more of a moral argument than an absolute commercial one – is this the right thing to do? More >

POINT OF VIEW

Understand Your Customers & Open Up a Gold Mine

By Nav Thethi

Providing the best digital experience is the most efficient way for companies to retain their old customers and gain new ones. Getting to know your customer is the key. More >

POINT OF VIEW

How Can Marketers Optimize Their Digital Content Strategy to Engage and Win Over Customers in an Omnichannel Environment?

By Balaji Vaydanathan

Organizations must integrate communications across channels for better CX. More >

POINT OF VIEW

Going Back to Live Events Doesn’t Mean “Return to Normal” – Expectations are Higher!

By Ophir Shalitin

What we consider "normal" may not be what we expected. Read Ophir Shalitin's thoughts. More >

POINT OF VIEW

Risk Management is a Great Story

By Nir Kossovsky

Risk management is about buying insurance...isn’t it? More >

POINT OF VIEW

CMOs Are Getting Targeted Demand Gen Confused with ABM

By Kristina Jaramillo

When we think of ABM as a whole, we often confuse it with other competitive strategies. Why is this and how can we tell? More >

POINT OF VIEW

Magic and Math: Why Marketing Leaders Need to Reconnect with Their Creative Roots

By Russ Somers

Marketers are over-reliant on the science of marketing at the expense of the art – yet both are requirements for effective marketing. More >

POINT OF VIEW

Marketing the Past, and the Present: How the Green Bay Packers Do It

By Bev Thorne

The Packers’ marketing team taps into their history while employing cutting-edge approaches and engaging with their widespread fanbase through various channels. More >

POINT OF VIEW

The Effects of Unconscious Bias in Communication & Marketing

By Kathryn Sakalis

Take a deep dive into unconscious biases and how it translates to your work, the way you communicate, and your brand images. More >

POINT OF VIEW

How Traditional Marketing Methods Can Still Work

By Dean Burgess

The modern advancements of digital marketing have not rendered traditional methods obsolete.  More >

POINT OF VIEW

Defining the Right CX for Each Segment

By Vikram Mohan

Should all customers be given the royal treatment? Maybe not. More >

POINT OF VIEW

CMOs, a Key Player in M&A Success

By Howard Breindel

Launching a new brand following a major transaction can be a catalyst for success. But only if it's done right. More >

POINT OF VIEW

The Rapid Rise of Customer Experience

By Alon Ghelber

As marketers are making the shift from emphasizing customer service to customer experience, make sure you're covering all of your bases. More >

POINT OF VIEW

Monetizing Opportunities Over Vehicle Lifecycle

By Anuj Jain

The use of technology in vehicles allows real-time data analysis to provide top-notch customer experience.  More >

POINT OF VIEW

When it Comes to Loyalty, Cash is King

By Jordan Glazier

With so many ways to incentivize customer loyalty, is cash really the best way to keep customers around? More >

POINT OF VIEW

4 Common Cause Marketing Campaign Mistakes Committed by Big Businesses

By Sean Flint

When your heart is in the right place, championing causes important to your brand should come easily...right? More >

POINT OF VIEW

Enhancing B2B Marketing Engagement with BIMI and VMCs

By Mark Packham

Push past mailbox noise to up-level your brand, while increasing trust. More >

POINT OF VIEW

What are the Biggest Marketing Challenges for US Casinos in 2022?

By Max Wolff

What can marketers in the casino industry expect next year? More >

POINT OF VIEW

A Brief Introduction to Geo-Conquesting and Its Pitfalls

By Conrad Sturdy

Looking to add geo-conquesting technologies to your MarTech stack? Make sure you don't fall for these common mistakes. More >

POINT OF VIEW

Developing a Winning Digital Marketing Strategy for Your Brand

By Steve Hawky

Before you start your digital marketing journey, make sure you set yourself up for success to grow in the long run. More >

POINT OF VIEW

Does Language Really Matter in Marketing?

By Conrad Sturdy

We all understand the importance of syntax, vocabulary, and tone when we’re constructing a marketing campaign; however, the nuances of language don’t stop there.  More >

POINT OF VIEW

The Impact of Digital Disruption and its Evolution in the Financial Services Industry

By Aziz Amine

Fintech is transforming a variety of financial businesses, including real estate, insurance, marketplace lending, and personal banking More >

POINT OF VIEW

CMOs as Futurists to Navigate the Metaverse

By Rahul Mudgal

Getting to the bottom of what all this "metaverse" talk is all about. More >

POINT OF VIEW

Crossing the Digital Chasm with Trans-media Storytelling

By Rahul Mudgal

“Humans think in stories, and we try to make sense of the world by telling stories.” More >

POINT OF VIEW

New Survey Data Proves Social Media Ad Engagement Leads to Purchases

By Alon Leibovich

A recent BrandTotal survey reveals the truth behind customers' engagement with social media ads. More >

POINT OF VIEW

Coming Soon: Chatbots Will Be Salespeople and Products Will Be Services!

By Marcos Henrique Facó

How does AI affect customers' buying decisions? And how can you outsmart it? More >

POINT OF VIEW

Marketing Challenges of Online Gambling

By Bryan Ngure

The gambling industry comes with its own unique set of marketing challenges. Learn how casinos can navigate post-pandemic life. More >

POINT OF VIEW

Forging a New Path on the Road to Recovery

By Sithembile Ntombela

As we recover from the pandemic, how will marketers continue to be innovative and adaptable? More >

POINT OF VIEW

How to prove the value of Marketing to the Enterprise?

By Helena Mah

Learn how marketers have the opportunity to seize central role and drive organization’s broader growth by reimagining customer experience and innovation agenda More >

POINT OF VIEW

Informal Economy

By CMO Council

Learn about the impact of the coronavirus (COVID-19) pandemic has had on emerging market and developing economies that have large informal sectors an how different countries are handling it More >

POINT OF VIEW

The Elusive and Deceptive "Tipping Point"

By Mike Lakusta

America is a lot more diverse than we may think. Let's take a look at how demographics alone don't always paint marketers the most accurate picture. More >

POINT OF VIEW

2020: Marketing leadership lessons from the hardest year

By Victoria Peppiatt

2020 was full of hard lessons, but as we move further along into 2021, we're seeing how all these pieces of wisdom are coming in handy. More >

POINT OF VIEW

How Different States Utilize their Market Advantage

By Lars Holmström

The United States economic success and stability is composed from the individual states success in their industrial sectors.  More >

POINT OF VIEW

Reality Manipulation, Accountability, and Civil Service: Brand Purpose Evolves In The Pandemic Aftershock

By Camilo La Cruz

Camilo La Cruz weighs in on how the COVID-19 pandemic has changed brand purpose and what the future holds. More >

POINT OF VIEW

Platform Thinking to be Hyper-Relevant in 2021 and Beyond

By Rahul Mudgal

Rahul Mudgal discusses how CMOs can create differentiation and relevance amidst this unravelling of the normal. More >

POINT OF VIEW

Is Corporate America Ready for a Multicultural America?

By Dr. Jake Beniflah

Dr. Jake Beniflah breaks down the message behind his new book, The Big Shift, and discusses the importance of companies embracing diversity and multiculturalism. More >

POINT OF VIEW

What CMOs Need to Know About Email Subject Lines

By Parry Malm

Don't get stuck in the spam filter or banished to the trash bin in 2021. More >

POINT OF VIEW

8 Ways to Reimagine Your Content Thumbnails to Increase ROI in 2021

By Joel Goobich

Without a thumbnail image that entices users to click on your content, your hard work will be passed up for something more captivating to an audience--no matter how relevant your topic is. More >

POINT OF VIEW

Why Purpose is Profitable

By Cheryl Burgess

In a world full of distractions and disruption, marketers need to create un-disruptable bonds with their customers. More >

POINT OF VIEW

Secret SaaS: Marketers' Best-Kept Secrets on Attribution Models for SaaS Products

By Ran Yosef

Attribution models can be intimidating, this how-to guide for finding the "secret sauce" of what works best for your brand is here to help. More >

POINT OF VIEW

Intuition is Your Superpower

By Sue Hawkes

Intuition is a language of its own. Learn how to tap into your ability to think with more than just your mind. More >

POINT OF VIEW

Marketing Psychology: 5 Powerful Principles of Human Behavior

By Ross Kimbarovsky

Psychology is an underrated and easily accessible tool to help supercharge your marketing strategy. Here are some strategies to help get you started. More >

POINT OF VIEW

Getting Emotional: The Secret to B2B Branding on a Budget

By Mary Peterson

Marketing budgets have been under fire in the wake of COVID-19, but the biggest asset in effective marketing doesn't cost a penny. More >

POINT OF VIEW

Data Science: The #1 Function for Marketers as They Work In, Through and Out of the Pandemic

By Ogzur Dogan

As anxiety grows and the pandemic spreads, business leaders have a tough choice to make. Will you sink or swim? More >

POINT OF VIEW

Exiting Stronger Than Ever: Crisis as an Opportunity

By Helena Mah

A global crisis doesn't have to mean a crisis within your organization. Learn how to use this time as an opportunity to strengthen your relationships and emerge stronger than ever. More >

POINT OF VIEW

Your Fist and the Future of Marketing

By Jonathan Martin

In a world where marketers are constantly fighting for attention, using your fist to fight takes on a whole new meaning. More >

POINT OF VIEW

Markets Do It Vertically. Consumers Do It Horizontally

By Michael R. Solomon

Don't just wish upon a star for better costumer engagement. Constellation marketing is the "Holy Grail" of marketing to consumers in the 21st century. More >

POINT OF VIEW

Loyalty Lasts if the Customer Comes First

By Mahesh Enjeti

Are your customer relationships transactional or loyal? As we move into an increasingly connected world, loyal customers are more important than ever. Shifting your relationships may be easier than you think. More >

POINT OF VIEW

The Role of Marketing Today: Understanding Shifting Customer Needs

By Suman Sarkar

Understanding what today's customers want and need is an increasingly daunting task for marketers across all industries. Why is that? More >