Brands should get smarter about their retargeting programs as a priority and stop pouring good money after bad. To do so, they need to learn what retargeting really is, how best to use it, and why it can be a valuable tool for both optimization and new customer acquisition.

If accessing your content requires too much effort, customers will move on to a competitor with fewer hoops to jump through. In order not to risk losing a relationship that hasn't had a chance to develop, marketers need to think a bit more about the art of the ask.

How do you create a lead nurturing campaign based on best practices? It's all about the lead intelligence, which enables you to craft personalized, targeted campaigns that suit the needs of your leads. Following is must-have lead intelligence you need for effective segmentation and optimization.

Commercial insurance isn’t a glamour game, but it certainly is a big-bucks game. Just ask John Parker, chief marketing officer of Zurich North America Commercial. His division accounted for $1.1 billion in operating profit last year. That’s a number many entire companies would be thrilled to have. As CMO, Parker is charged with bringing an old-line business into the digital-marketing age. Not a simple task, but one that Parker has jumped into with gusto.