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AMA Event Policies<\/a><\/h4>\n<!-- \/wp:heading -->","post_title":"From Numbers to Narrative: Data Storytelling & Visualization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"from-numbers-to-narrative-data-storytelling-visualization","to_ping":"","pinged":"","post_modified":"2024-07-22 14:05:04","post_modified_gmt":"2024-07-22 19:05:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=163516","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":197765,"post_author":"146335","post_date":"2025-06-17 13:43:39","post_date_gmt":"2025-06-17 18:43:39","post_content":"<!-- wp:paragraph -->\n<p>A practical blueprint for optimizing incentives and engagement<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In today\u2019s fragmented market, loyalty isn\u2019t just given - it\u2019s engineered. This guide helps enterprise manufacturers design distributor programs that drive real ROI through smarter segmentation, performance-based incentives, and behavioral data. It\u2019s a results-driven framework for scaling engagement, increasing visibility into the sales channel, and proving the value of your incentive budget without relying on soft metrics or outdated models.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/ama.tradepub.com\/c\/pubRD.mpl?secure=1\\u0026sr=pp\\u0026_t=pp:\\u0026qf=w_extu02\\u0026ch=\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_extu02&ch=\%22 download>Download<\/a>\n<!-- \/wp:ama\/download -->","post_title":"The No-Nonsense Guide to a High ROI Loyalty Program for Distributors","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-no-nonsense-guide-to-a-high-roi-loyalty-program-for-distributors","to_ping":"","pinged":"","post_modified":"2025-06-17 13:43:43","post_modified_gmt":"2025-06-17 18:43:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=197765","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":194182,"post_author":"205337","post_date":"2025-06-09 00:00:00","post_date_gmt":"2025-06-09 05:00:00","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-if-it-s-finally-time-to-invest-in-a-dam-or-to-upgrade-to-a-better-dam-platform-the-g2-dam-vendor-comparison-report-is-the-go-to-report\">If it\u2019s finally time to invest in a DAM, or to upgrade to a better DAM platform, the G2 DAM Vendor Comparison Report is the go-to report.<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>In the latest edition, you can compare the strengths of digital asset management platforms like Brandfolder, Bynder, Canto, and MediaValet. These strengths are in the areas that matter most to customers \u2014 including ease of use, support, video capabilities, brand management, and ROI.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This peer-powered report reveals the DAM platforms rated as Market Leaders by G2. If you\u2019re evaluating digital asset management platforms, this is the insider insight you need before making a move. Market Leader is the top level in the ranking system. Products in the Market Leader level are rated highly by G2 users and have considerable market presence. Not all DAMs are created equal. Read the report to learn what to look for in a DAM platform.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/www.mediavalet.com\/resources\/g2-dam-vendor-comparison-report?utm_source=content_syndication\\u0026utm_medium=ama\\u0026utm_campaign=2025_g2_comparison_report_ama\",\"buttonLabel\":\"Download Report\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////www.mediavalet.com//resources//g2-dam-vendor-comparison-report?utm_source=content_syndication&utm_medium=ama&utm_campaign=2025_g2_comparison_report_ama\%22 download>Download Report<\/a>\n<!-- \/wp:ama\/download -->","post_title":"The 2025 G2 DAM Vendor Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-2025-g2-dam-vendor-report","to_ping":"","pinged":"","post_modified":"2025-06-03 11:53:34","post_modified_gmt":"2025-06-03 16:53:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=194182","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":195368,"post_author":"210955","post_date":"2025-05-20 10:20:17","post_date_gmt":"2025-05-20 15:20:17","post_content":"<!-- wp:paragraph -->\n<p>Firms have long used social media platforms like Facebook, Instagram, and X (formerly Twitter) for disseminating information, customer service, targeting influencers to promote products, and building online communities with highly engaged audiences to promote products and services. As consumers seek more personalized and community-driven content, brands are creating unique, interactive experiences on platforms like X, and leveraging platform-specific features is becoming key to capturing and retaining audience attention.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241298654/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we investigate whether firms traditionally recognized as close competitors exhibit the same rivalry online through similar content strategies or whether they adopt more unique approaches on X. In a competitive digital landscape, marketers realize the importance of differentiating their social media strategies from competitors. Platforms like X offer distinct features such as real-time interaction, community building, and content co-creation that significantly enhance a firm\u2019s ability to stand out. We explore whether and how firms might differentiate themselves from close competitors using X.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our study examines 199 large consumer-facing retail brands on X over a five-year period, using a novel metric to assess content similarity between these firms and their closest traditional competitors. Results show firms that diverge from their competitors\u2019 strategies benefit from higher engagement and attract new followers more quickly.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-three-tiers-of-tweets\"><strong>Three Tiers of Tweets<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>A key discovery from our study is a hierarchical structure in content creation strategies. To better understand how firms differentiate their content strategies, we classify tweets into ten distinct categories, grouped into three tiers:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol class=\"wp-block-list\"><!-- wp:list-item -->\n<li>All firms we studied produced content to some degree in the five categories that represent the bottom tier, which focus on <strong>one-way information dissemination<\/strong>. Examples include promotional messages or product updates.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>A majority of firms (61%) also adopted content strategies that focused on <strong>community engagement<\/strong>.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>An even lower number of firms, around 35%, added content strategies that focused on <strong>user interaction and co-creation<\/strong>.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Firms that focus on community building and co-creation not only differentiate their content strategies from their close competitors but also perform better in terms of engagement and follower growth. In contrast, firms that are more similar to their competitors primarily create content in the base tier, where the content strategy is focused on vertical differentiation from the closest competitors.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The firms that perform best on social media are those that build strong relationships with their followers. These companies excel by using strategies that go beyond simple promotions to create interactive experiences. For example, some firms organize events or launch campaigns that encourage users to share their own content, participate in conversations, or provide feedback on new products. This level of engagement helps differentiate these firms from their competitors and results in stronger brand loyalty.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our research also highlights the importance of adaptability in social media strategy. As social media platforms like X evolve to offer new tools and features, firms that are quick to adapt and leverage these features are more likely to succeed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-marketers\">Lessons for Marketers<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>For marketers and business leaders, the implications of our study are clear. Firms should use novel solutions to monitor competitors\u2019 strategies and focus on differentiating their content strategies if they want to succeed on social media platforms. This means moving beyond basic promotions and embracing strategies that engage users, foster community, and encourage interaction and co-creation. Retailers that can leverage these effectively will see the greatest returns in terms of engagement and follower growth.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our findings provide vital lessons for Chief Marketing Officers:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Firms can rank competitors by dissimilarity of content to determine which of their top traditional competitors have a potential social media competitive advantage. This mapping of competitors can help firms better understand their own position in the social media competitive space and strategically develop their own social media content toward further differentiation.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Firms can use our hierarchical structure to better design their social media differentiation strategies. Our hierarchy connects specific content strategies with engagement on X. It is important for managers to know the capabilities of social media and how they can leverage those capabilities to increase social media engagement.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>To maximize engagement, firms could use emerging novel AI-based solutions that allow monitoring of competitors\u2019 actions and content in real time.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Managers should use memorable hashtags to create valuable communities of social media followers around their products, events, interactive marketing campaigns, and contests involving followers in value co-creation and co-innovation.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Platform providers can design mechanisms to facilitate co-creation interactions between firms and followers. For instance, a social media platform might offer a functionality to create \u201cvirtual design labs\u201d where firms would initiate discussions around new products and invite ideas and user-generated content from followers. Such value-added features can be priced differently and would serve as additional revenue streams for platforms.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429241298654\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Mikhail Lysyakov, P.K. Kannan, Siva Viswanathan, and Kunpeng Zhang, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241298654/" target=\"_blank\" rel=\"noreferrer noopener\">Retailer Differentiation in Social Media: An Investigation of Firm-Generated Content on Twitter<\/a>,\u201d<em> <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the\u00a0<em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"189762\",\"151890\",\"132657\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Standing Out in the Scroll: Why Content Differentiation Beats Imitation on X","post_excerpt":"A Journal of Marketing study shows how firms that diverge from their competitors\u2019 social media strategies see higher engagement and attract new followers more quickly.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"standing-out-in-the-scroll-why-content-differentiation-beats-imitation-on-x","to_ping":"","pinged":"","post_modified":"2025-05-20 11:47:58","post_modified_gmt":"2025-05-20 16:47:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=195368","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":192994,"post_author":"205337","post_date":"2025-04-21 00:00:00","post_date_gmt":"2025-04-21 05:00:00","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-a-framework-for-growth\">A framework for growth<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Experimentation is one of the most powerful ways you can drive growth. But it only works if it\u2019s ingrained in your organization\u2019s culture and approach to conversion rate optimization (CRO).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our latest guide walks you through that process, helping you connect experimentation to business growth. Discover how to:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Create a culture of web experimentation that fuels CRO<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Design an experimentation roadmap<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Discover the right tests for boosting acquisition and retention<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"http:\/\/amplitude.com\/resources\/web-experimentation?utm_source=ama-ads\\u0026utm_medium=sponsored-newsletter\\u0026utm_campaign=fy25q2-global-parent-campaign-marketing-persona\",\"buttonLabel\":\"Get a blueprint for your CRO strategy\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"http:////amplitude.com//resources//web-experimentation?utm_source=ama-ads&utm_medium=sponsored-newsletter&utm_campaign=fy25q2-global-parent-campaign-marketing-persona\%22 download>Get a blueprint for your CRO strategy<\/a>\n<!-- \/wp:ama\/download -->","post_title":"Web Experimentation: The Science of Conversion Rate Optimization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"web-experimentation-the-science-of-conversion-rate-optimization","to_ping":"","pinged":"","post_modified":"2025-04-15 15:48:25","post_modified_gmt":"2025-04-15 20:48:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=192994","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":192573,"post_author":"205337","post_date":"2025-04-10 12:14:06","post_date_gmt":"2025-04-10 17:14:06","post_content":"<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Think you're getting personalization right? Your customers might not agree.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Most brands stop at basic personalization like names in emails or broad suggestions. But today's consumers expect more: real-time, relevant, and intuitive experiences. Discover how hyper-personalization bridges the gap between expectation and reality.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In this practical guide, you'll learn how to move beyond one-size-fits-all approaches and start delivering truly tailored experiences across every touchpoint. Backed by real-world examples, from missed opportunities to success stories, you'll find out what works and why so many personalization strategies fall short.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>With this white paper, you'll:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Learn what top performers like Amazon and Spotify do differently<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Discover why customer profiles are essential for hyper-personalization<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Get 7 practical steps to make it work in your business.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>It's time to give your customers what they're really looking for.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/ama.tradepub.com\/free\/w_defa8294\/\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//free//w_defa8294///" download>Download<\/a>\n<!-- \/wp:ama\/download -->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"A practical guide to finally get your personalization strategy right","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"one-size-fits-none-how-to-shift-to-hyper-personalization","to_ping":"","pinged":"","post_modified":"2025-04-15 13:11:27","post_modified_gmt":"2025-04-15 18:11:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=192573","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":190578,"post_author":"55247","post_date":"2025-03-25 11:16:19","post_date_gmt":"2025-03-25 16:16:19","post_content":"<!-- wp:paragraph -->\n<p>Marketing automation is a booming industry, with investments expected to reach $9.7 billion by 2031. Businesses are increasingly relying on Automated Lead Nurturing (ALN) to guide potential customers through the sales funnel. But does ALN actually improve conversion rates, or is it just another trend?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251321417/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> finds that ALN is effective\u2014but only under specific conditions. Some businesses experience significant increases in sales, while others see little to no impact. The key factors determining success include the nature of the sales cycle, deal complexity, and whether the customer is new or returning.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We uncover a critical insight: ALN enhances lead interactions and improves the quality of sales conversations, but it does not guarantee higher conversion rates across all industries. ALN works best when used for new leads, short sales cycles, and lower-value deals. However, its benefits decline in high-ticket purchases or industries where buyers conduct extensive independent research.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>ALN works best when used for new leads, short sales cycles, and lower-value deals. However, its benefits decline in high-ticket purchases or industries where buyers conduct extensive independent research.<\/p>\n<!-- \/wp:paragraph --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:paragraph -->\n<p>This distinction has major implications for businesses investing in ALN. Many companies measure ALN success using vanity metrics\u2014email opens, click-through rates, and engagement levels\u2014without assessing whether those interactions lead to actual sales. Our findings suggest that firms should rethink how they evaluate automation success and shift their focus to measuring ALN\u2019s impact on meaningful outcomes like sales meetings and conversions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-when-aln-works-and-when-it-doesn-t\"><strong>When ALN Works\u2014and When It Doesn\u2019t<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>For companies selling relatively simple products or services with shorter sales cycles, ALN can be a powerful tool. By delivering targeted content at the right time, ALN reduces uncertainty for potential buyers and ensures that sales teams engage with more informed prospects. Our research finds that in such cases, ALN can lead to a 23 percentage point increase in conversion rates.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>However, for industries with long and complex sales cycles, such as B2B enterprise software or industrial equipment, ALN\u2019s impact is less clear. In these cases, buyers rely on detailed research, peer recommendations, and in-depth consultations rather than automated content. ALN may increase engagement but does not necessarily lead to more closed deals.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Returning customers also respond differently to ALN compared to first-time buyers. Since they already have a relationship with the brand, they are less likely to need automated content to guide their purchase decision. This means companies must differentiate how they nurture new versus existing leads, rather than applying a one-size-fits-all approach.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-are-businesses-measuring-the-wrong-metrics\"><strong>Are Businesses Measuring the Wrong Metrics?<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>One of the biggest mistakes we observe is companies focusing too much on engagement metrics rather than true business outcomes. Many firms evaluate ALN success on the basis of email opens, website visits, or social media interactions. Although these indicators suggest interest, they do not necessarily translate into revenue.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our research suggests that businesses should measure ALN effectiveness by tracking:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Lead-to-sales meeting conversion rates<\/strong> (Does ALN drive actual conversations between buyers and sales teams?)<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Sales cycle speed<\/strong> (Does ALN shorten the time it takes to close a deal?)<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Revenue impact<\/strong> (Does ALN increase the number of closed deals and overall profitability?)<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Shifting to these meaningful metrics will help businesses make informed decisions about ALN\u2019s true value.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-how-companies-can-use-aln-strategically\"><strong>How Companies Can Use ALN Strategically<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We find that ALN works best as an enhancement\u2014not a replacement\u2014for human sales interactions. Companies that rely too heavily on automation risk alienating high-value prospects who expect personalized, consultative selling. Instead of viewing ALN as a standalone solution, businesses should:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Segment their leads<\/strong> and tailor ALN for different customer groups (e.g., new vs. returning buyers).<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Use ALN to complement human interactions,<\/strong> rather than replace them, particularly for complex sales.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Refine ALN strategies over time<\/strong> by tracking real business outcomes rather than engagement metrics.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>For marketing leaders, the takeaway is clear: ALN can be a powerful tool, but only if it is applied strategically. Businesses should test its impact before fully committing, ensuring that automation aligns with their sales process rather than relying on industry hype.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429251321417\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source: <\/strong>Johannes Habel, Nathaniel Hartmann, Phillip Wiseman, Michael Ahearne, and Shashank Vaid, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251321417/" target=\"_blank\" rel=\"noreferrer noopener\">Sales Pipeline Technology: Automated Lead Nurturing<\/a>,\u201d <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"151451\",\"187516\",\"189762\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Does Automated Lead Nurturing Really Work? A New Study Challenges the Hype","post_excerpt":"A Journal of Marketing study finds that Automated Lead Nurturing works best when used for new leads, short sales cycles, and lower-value deals. However, its benefits decline for high-ticket purchases or industries where buyers conduct extensive independent research.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"does-automated-lead-nurturing-really-work-a-new-study-challenges-the-hype","to_ping":"","pinged":"","post_modified":"2025-03-25 13:01:25","post_modified_gmt":"2025-03-25 18:01:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=190578","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":190124,"post_author":"205337","post_date":"2025-03-24 11:14:13","post_date_gmt":"2025-03-24 16:14:13","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-view-the-comparison-of-these-top-marketing-tools\">View the comparison of these top Marketing tools<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Salesforce Marketing Cloud or HubSpot Marketing Hub\u2014which is a better fit for your business? We analyzed over 850 software ratings and reviews for Salesforce Marketing Cloud and Hubspot Marketing Hub to help you determine if one of these tools could be a good fit for you.   <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Whether you\u2019re interested in understanding which tool is easier to use or offers more value - we\u2019ve got you covered in this guide. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Download this free report, and you\u2019ll get:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Honest feedback from people who have used these tools.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Reviews from users who have scored the products on value, ease of use, and more.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>A side-by-side comparison of each product\u2019s ratings, including number of reviews.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/ama.tradepub.com\/c\/pubRD.mpl?secure=1\\u0026sr=pp\\u0026_t=pp:\\u0026qf=w_defa8151\\u0026ch=\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa8151&ch=\%22 download>Download<\/a>\n<!-- \/wp:ama\/download -->","post_title":"Ratings Compared: Salesforce Marketing Cloud vs Hubspot Marketing Hub","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ratings-compared-salesforce-marketing-cloud-vs-hubspot-marketing-hub","to_ping":"","pinged":"","post_modified":"2025-03-24 11:14:18","post_modified_gmt":"2025-03-24 16:14:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=190124","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":187403,"post_author":"205337","post_date":"2025-03-10 00:00:00","post_date_gmt":"2025-03-10 05:00:00","post_content":"<!-- wp:paragraph -->\n<p>There\u2019s a science to marketing. The STEM-designated MS in Marketing concentrations at Drexel University\u2019s LeBow College of Business prepares leaders for data-driven careers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Marketing is now recognized as a STEM career, reflecting the field\u2019s increasing integration of science, technology, engineering and mathematics in recent years. The U.S. Department of Labor\u2019s Standard Occupational Classification System even includes search marketing strategists in the same category as information security analysts and biostatisticians, among other technical positions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Today\u2019s highly data-driven environment requires strategic thinking and ahead-of-the-curve skills, and the <a href=https://www.ama.org/"https:////www.lebow.drexel.edu//land//masters//marketing?utm_source=ll_ama&utm_medium=native&utm_campaign=ll_drx_leb_ms_mkt_fy25&utm_content=ama_content&utm_term=dom_pros_native\%22>Master of Science in Marketing<\/a> at Drexel University\u2019s LeBow College of Business mirrors this industry shift. It is designed to prepare professionals for leadership at the cutting-edge intersection of marketing, data and technology.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Through <strong>STEM-designated concentrations in digital marketing technology and marketing technology and analytics<\/strong>, Drexel LeBow\u2019s MS in Marketing provides critical skills with a foundation in data analysis, the scientific method and behavioral sciences. For example, students in the program learn how to:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Use data and scientific testing to optimize conversion rates.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Apply behavioral science to anticipate interactions with marketing automation technology.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Draw upon psychology, sociology and epistemology in content marketing to understand audience reactions.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Key courses in Drexel LeBow\u2019s MS in Marketing reinforce this industry emphasis on STEM, supporting students over a one- to two-year course of study as they engage in projects that call for data-led analysis, including:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Creating marketing plans that reflect known consumer psychology principles and behaviors.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Projecting ROI and customer lifetime value to make data-informed recommendations on strategy.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Studying consumer behavior through case studies, which may include experiments in LeBow\u2019s Behavioral Lab, equipped with eye-tracking devices, neurological monitors and other tools for gathering biometric data.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Using tools like Google Analytics and Tableau, along with developing skills and best practices to enhance user experience.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>In today\u2019s digital-first, data-informed landscape, marketers must evolve to stay ahead. Drexel LeBow\u2019s MS in Marketing provides students with the tools to create, innovate and thrive in their careers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/www.lebow.drexel.edu\/land\/masters\/marketing?utm_source=ll_ama\\u0026utm_medium=native\\u0026utm_campaign=ll_drx_leb_ms_mkt_fy25\\u0026utm_content=ama_content\\u0026utm_term=dom_pros_native\",\"buttonLabel\":\"LEARN MORE\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////www.lebow.drexel.edu//land//masters//marketing?utm_source=ll_ama&utm_medium=native&utm_campaign=ll_drx_leb_ms_mkt_fy25&utm_content=ama_content&utm_term=dom_pros_native\%22 download>LEARN MORE<\/a>\n<!-- \/wp:ama\/download -->","post_title":"Where Data Dominates, Marketing and STEM Work Hand in Hand","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"where-data-dominates-marketing-and-stem-work-hand-in-hand","to_ping":"","pinged":"","post_modified":"2025-03-19 15:25:30","post_modified_gmt":"2025-03-19 20:25:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=187403","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

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