Author: Greg Kihlström

As marketers, we’re constantly seeking insights into the behaviors of our customers to help us drive marketing strategies. This includes analyzing the effectiveness of our marketing channels to determine where to allocate our resources. However, relying on a single marketing channel for measurement can present significant challenges in understanding…

What happens when a disruptive technology is introduced midway through the process of transformation? Unless you’ve got access to a time machine to travel back and forth, you and your team are likely grappling with how to incorporate artificial intelligence like generative AI into your plans.

This article was written by Greg Kihlström for Fast Company. The website redesign: It is an all-consuming, oft-repeated, difficult-to-measure process that seems to be a requirement for any brand wanting to stay on top of their customer expectations and competitive pressures.

Let’s look at five ways that creating a culture aligns with your mission statement, making customer service and brand care part of employees’ duties, allowing them to serve up experiences, aligning at all levels, tracking and sharing results, and rewarding their support can turn employees into brand ambassadors.

Intrapreneurs are individuals who possess the unique ability to innovate and drive businesses forward. They are the change agents within organizations or the individuals who take the leap and start their own ventures within an existing organization, thus driving innovation and growth of an existing entity.

Optimizing customer experience is table stakes these days, as we all know. Doing so consistently, and in a way that balance organizational strategy with competitive pressures, and customer expectations in a consistently improving way can be a challenge, however.

Artificial intelligence’s impact on business today, particularly in the marketing world, cannot be ignored. From the unprecedented adoption of ChatGPT to the constant buzz around new AI-based features, we are bombarded with information.

This article was written by Greg Kihlström for MarTech. In this four-part series, we’re exploring four categories of artificial intelligence (AI), how they can meaningfully impact marketers and their customers and what to potentially avoid.

In this four-part series, we’re exploring four categories of artificial intelligence (AI), how they can meaningfully impact marketers and their customers and what to potentially avoid. 

This article was written by Greg Kihlström for MarTech. Here’s what you need to know about generative AI in marketing and why it’s worth paying attention to.