The martech lowdown: 2016 trends in review and a look at our bright future

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What’s in store for martech? Columnist James Green takes a look at the trends in 2016 and which advancements will shape the industry next year.

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What’s more important than a B2B buyer’s lead score?

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Columnist Jeffrey L. Cohen explains why success depends on not just your lead scoring, but also on your marketing automation system and its methodology for calculating that score.

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The 3 things to look for in a customer-centric marketing tool

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With a bevy of marketing tools to choose from, how do you pick the right one to help you meet your customer-centric goals? Contributor Jordan Elkind outlines three features that should be a no-brainer.

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Bringing ’90s nostalgia into a mobile world

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For Yahoo, it’s too little, too late. Meanwhile, Nintendo is riding on Pokémon Go’s success. Columnist Josh Todd takes a look at the mobile hits and misses of the two iconic brands and explains what marketers can learn from them.

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