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Having Trouble Testing Web Content? Persado Web Standalone Can Help

ByLiza Colburn

In an ideal world, every company would be able to experiment with different approaches to content, and measure which types resonate with customers. Isn’t that what we were promised with the advent of the Internet – that digital platforms would allow us to know what is performing and why? Reality is messier. Rules around the…

Brighton Jones’ CMO Uses AI to Enhance Marketing Personalization
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Brighton Jones’ CMO Uses AI to Enhance Marketing Personalization

ByLiza Colburn

In a recent episode of our CMOs series, Paul Roetzer sat down with John Dougherty, CMO of Brighton Jones, for a discussion on how AI is changing the marketing landscape at Brighton Jones.  Brighton Jones provides a combination of investment management and financial planning services. As one of the largest financial planning organizations in the…

marketing AI
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How CMOs Can Innovate with Marketing AI Today

ByLiza Colburn

The CMO of 2022 is in trouble. Largely viewed by the C-suite as lacking tech savvy, CMOs are losing their seat at the leadership table.  CMOs were ranked second-to-last among the C-suite for their tech knowledge, and CEOs identified CIOs and CTOs as twice as likely to play a crucial role over the next two…

Why Personalization Matters for Capturing New Customers and Driving Loyalty
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Why Personalization Matters for Capturing New Customers and Driving Loyalty

ByLiza Colburn

Marketers have been talking about personalization since the first web browsers began tracking customer behavior using third-party cookies. For good reason. Customers increasingly demand that organizations deliver a relevant and personalized experience for them. This is a natural outcome of the explosion in digital channels, and the ease with which brands can blast customer inboxes…

The pandemic changed customer motivation
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The pandemic changed customer motivation. What’s happening now?

ByLiza Colburn

At Persado, we talk a lot about how messages motivate customers to take action. One of the ways they do that is by tapping into a feeling or emotion that fits the context of a campaign. And quite frankly, during this pandemic, we’ve all had a lot of feelings.  By “feelings”—or its more formal equivalent,…

5 Tips for Scaling Marketing AI
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5 Ways to Scale Your Marketing AI

ByLiza Colburn

Business leaders across industries can unlock transformative possibilities with AI. In today’s digital marketing landscape, AI is an essential member of marketing teams, creating hyper-personalized language, unlocking enterprise creativity, and helping teams engage with more consumers than ever before. AI picks up where people leave off, allowing human marketers to do what they do best…

Ally Financial’s CMO Uses AI to Further Innovation
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Ally Financial’s CMO Uses AI to Further Innovation

ByLiza Colburn

For the second episode in our CMOs series, Paul Roetzer sits down with Andrea Brimmer, Chief Marketing and PR Officer of Ally, for a discussion about the role AI in marketing plays at the all-digital financial services organization.  Founded in 2007, Ally is one of the only full-scale digital financial services companies in the United…

AI for content marketing
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CMOs are being sidelined. AI can get them back on the field.

ByLiza Colburn

CMOs are being sidelined. That’s according to a new report by the Marketing AI Institute and Persado. Instead of leading digital transformation, CMOs are watching their budgets and influence shrink. According to the 2021 Gartner CMO Spend Survey, marketing budgets (as a slice of company revenue) have gone from 11% in 2020 to just over…

The 3 Content Problems Your Organization Needs to Solve
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The 3 Content Problems Your Organization Needs to Solve

ByLiza Colburn

Most business leaders recognize that strong communication improves their odds of success. It affects whether people buy your products, whether high-demand talent wants to work for you, whether you benefit from key partnerships — essentially every goal your organization wants to achieve is more easily reached with strong communication. And all that communication requires content….

Contextual Adaptive Algorithm
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How to deliver personalized content when you don’t know your user

ByLiza Colburn

Business leaders have long viewed personalization as the ultimate way to optimize customer experience. By capturing customer data and mining it for insights into the customer’s interests, organizations can deliver more relevant digital experiences. At least in theory. Practice, however, has revealed that it’s not always easy to identify who is visiting your website and…