Martech vs. marketing strategy | 2021 ad budget changes | Instagram video performance | Customer engagement | Demand gen playbook

Learn with MarketingProfs: Your daily dose of marketing know-how. [MarketingProfs Today]( Together with growth marketing automation platform Tuesday, May 04, 2021 📋 Table of Contents 1. [5 Reasons Marketing Orchestration, Powered by the Right Tech Stack, Is Critical to Your Strategy Execution]( 2. [How Advertising Budgets Are Evolving in 2021]( 3. [Customer Engagement: How to Build a Full-Lifecycle Strategy]( sponsored webinar 4. [On Instagram, Video vs. IGTV Posts: Which Perform Better?](jVLSApzL6FGx/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) 5. [Demand Gen Playbook: A Guide](A/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) MarketingProfs e-book Scroll down for more, including industry news, community goings-on, and other useful resources. [5 Reasons Marketing Orchestration, Powered by the Right Tech Stack, Is Critical to Your Strategy Execution]( MarketingProfs article [5 Reasons Marketing Orchestration, Powered by the Right Tech Stack, Is Critical to Your Strategy Execution]( To execute marketing strategy, marketers need to synchronize and coordinate—they need to orchestrate—a host of marketing processes. Your tech stack can either empower or undermine that effort. [Here are five things you need to know. »]( [Growth '21: A Virtual Conference Featuring Ann Handley]( sponsored [Growth '21: A Virtual Conference Featuring Ann Handley](cAR/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) What does it take to deliver personalized experiences that can extend the customer lifecycle and elevate your brand? Get answers from marketing leaders Ann Handley, Rand Fishkin, Michael Brenner—and your pick of 20+ useful sessions and workshops. All free. [Register now! »]( [How Advertising Budgets Are Evolving in 2021]( research [How Advertising Budgets Are Evolving in 2021](cR/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) Most marketers plan to increase their ad spend in 2021 on digital channels, such as social media, search, and video, and either maintain or reduce their spend on traditional channels, such as television. [Check out findings from this study. »]( MarketingProfs sponsored webinar [Customer Engagement: How to Build a Full-Lifecycle Strategy]( These days, we are under pressure to support the full customer lifecycle—to manage customer retention, prevent churn, and build on existing business. We need strategies that engage customers—at scale—all the way through to post-sale. Learn how in this webinar. [Register now. »]( [On Instagram, Video vs. IGTV Posts: Which Perform Better?](8sz/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) infographic [On Instagram, Video vs. IGTV Posts: Which Perform Better?](NT3/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) Traditional video on Instagram tends to outperform IGTV (Instagram's long-form, immersive format), according to a recent analysis conducted by Social Insider. [Check out the infographic. »]( MarketingProfs e-book [Demand Gen Playbook: A Guide]( If you're ready to win the lead generation game, this playbook will help you clarify your strategy, build your groundwork, and find the perfect plays for you to run. Learn how to build and grow your list, engage and qualify leads, and attract better-paying customers. [Get the playbook now. »]( Sexy Doesn't Always Get Results MarketingProfs Master Class Just because there's a hot new sexy tactic in town doesn't mean it's worth your time. But knowing what to measure and how to apply your findings to your programs? Now that's 100% worth the effort. Join us next week for our new Master Class to learn how. [Take a look here.](/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) Profs Pick sponsored We marketers understand that personalizing our marketing for the customer journey is critical—generic marketing can't handle the complexities of today's digital journeys. But how can we actually build those personalized experiences across the customer lifecycle? Download Act-On's e-book "[Plan, Build, and Deliver Personalized Customer Journeys at Scale](" to begin building your incredibly effective personalized marketing program. [Get the e-book now.]( Afoot in the Neighborhood MarketingProfs community goings-on Soon! MarketingProfs Master Class, starting May 11. You'll get 13 bite-sized lessons to help you develop the financial acumen and measurement skills needed to make smarter marketing decisions, impress your CFO and management team, and prove your value. [Reserve your spot](. Customer experience done well can meaningfully improve your organization's bottom line. But is a customer experience investment worth it—is the ROI worth the effort? [MarketingProfs' CX guide]( has answers (and it's free). How about helping out your friends and colleagues? Just [let them know]( that they can sign up to this newsletter for great marketing advice, tips, and tactics. You can use your personal referral link at the bottom of this newsletter (see the big blue box), [and check out what's in it for you](! Are you a MarketingProfs PRO member—but not a member of our [PRO Facebook group](? Don't wait... head over to Facebook and join hundreds of fellow PRO members to exchange ideas, network, and keep up to date on community goings on. Including the most recent episode of [The PRO Show](8sKz/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) with Ann Handley and Kerry O'Shea Gorgone! If the buyers of your products or services can't tell how yours are different from the competition and you're struggling with overly long sales cycles, you may have a positioning problem. [MarketingProfs' guide to positioning can help](. It's a free download. We've launched a suite of B2B consulting and content services—called [MarketingProfs DNA](NT~3/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) (Defensible Net Advantage)—aligned with core marketing disciplines: [positioning & messaging](Vb-Fd/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) | [customer experience](jVLSApzL6Fx/ekZkT2l1WEZQVmxlZUY0MmxFbDZudGNESjMzU1FnQWJWcGgvVVZ2QXJoQjd6Z2p2aUZNK2pwSVFwc0FILzZHY2dDTk1IU0ttS3Zjdm9GOHNndDNFaFBhWC90RTltT3BOaXlhNEllWDArQ210cmFVdFRkSFZIQT09S0/) | and [demand generation](. They're especially designed for marketers who have strategic work to do but don't have the time or team to ensure success. See [how MarketingProfs can help](. Did You Miss Us? 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