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Thought Leadership 
Published articles by Geoff Linton

Artificial Intelligence (AI)

Artificial Intelligence
January 22, 2024
Unlocking the Power of AI in Marketing: Navigating Challenges and Seizing Opportunities in 2023 and Beyond
Geoff Linton (LinkedIn)

In 2023, Artificial Intelligence (AI) burst to the forefront with lots of noise and hype in the media. From a strategic impact perspective, AI can provide marketers with better analysis and evaluation, as well as...Read more

May 3, 2023
The Momentum and Opportunity of AI for Marketers
Geoff Linton (Canadian Marketing Association)

Being an engineer, I always appreciate practical innovation, but I am also cautious and realistic of the business effort to adopt emerging technology. Businesses need to understand the basics of the tech and highlight meaningful use cases first before they jump with both feet. Companies are strategically experimenting with Artificial Intelligence (AI)...Read more



May 3, 2023
Where Are You on the MarTech Maturity Curve
by Connie Lam and Geoff Linton (Canadian Marketing Association)

After years of convincing your organization to invest in a modern MarTech stack, your marketing team is finally seeing traction and early results. But you can't help but be bombarded with new MarTech capabilities that are being introduced at lightning speed...Read more

Apr 25, 2023
How to Define the Stages of the MarTech Maturity Curve
by Geoff Linton (

Many modern marketers struggle to determine their future strategy and the roadmap required to support it. From a practitioner’s perspective, it is difficult to assess your MarTech maturity when the technology ecosystem plus your stack is much more complex than 5 years ago...Read more

Mar 21, 2023
Strategic Questions for Developing you MarTech Blueprint
by Paul Lacap and Geoff Linton (Canadian Marketing Association)

There has been a lot of change in martech over the last five years. The technology landscape continues to explode with new applications and platforms. Digital and AI is transforming not only marketing, but the world....Read more

Mar 7, 2023
Tips for Planning your MarTech Stack: A Practical Approach
by Geoff Linton, Michael Annett, and Patrick McQuaid (Canadian Marketing Association)

The martech industry continues to experience ongoing momentum and now accounts for 26 per cent of total marketing budgets...Read more

Feb 7, 2023
Why Your MarTech Maturity Matters
by Michael Annett and Geoff Linton (Canadian Marketing Association)

Martech maturity in Canada has always been a bit of a sensitive subject for Canadian firms. Generally, firms in Canada have smaller budgets than their U.S. counterparts and marketers tend to be overly cautious and hesitant....Read more

Jul 24, 2020
CMA Awards: A Judge’s Perspective
by Geoff Linton (LinkedIn)

Over the last decade, I’ve enjoyed being a judge for the CMA Awards. The industry has evolved from the early days of digital marketing, and the awards now include a MarTech category...Read more

June 2, 2020
Making Sense of the Changing MarTech Landscape
by Geoff Linton (LinkedIn)

Prior to COVID-19, I was really looking forward to attending the Discover MarTech event in early April.. Read more

Nov 15, 2018
Is “Martech” a Noun or a Verb? Two Mindsets to Consider

by Geoff Linton (LinkedIn)

The marketing industry is undergoing massive transformation. One of the hottest topics in marketing right now is Martech, where the vendor landscape ballooned from 1,500 vendors in 2014 to 7,000 in 2018...Read more

Marketing Industry

Marketing Industry

Dec 09, 2021
The “Pulse” of Marketing in Canada
by Geoff Linton (LinkedIn)

The marketing industry is never boring, but today it is more challenging and exciting than ever. I am fortunate to wear three hats: Chairing for the CMA Martech Council, running a tech agency and operating as a scale-up entrepreneur...Read more

February 17, 2022
The Role of Marketing: Perceptions and Insights on Marketing Team Performance
by Geoff Linton (LinkedIn)

To kick off the New Year, each January I conduct an annual review to reflect on key strategic lessons and insights from the previous 12 months. In 2021, the CMO Council published...Read more

Aug 31, 2020
Is it Time to Tame Complexity in the Marketing Industry?
by Geoff Linton (LinkedIn)

One of the outcomes of the COVID-19 pandemic is that it has forced businesses to pause and reflect. After talking to a cross-section of executives...Read more

February 10, 2021
The State of Confidence Among Marketers

by Geoff Linton (LinkedIn)

Over the past year, there’s been a lot of disruption in markets and businesses. These disruptions have taken a significant toll on confidence. US data from an AMA and Kantar survey of marketers showed...Read more

Dec 17, 2020
Connecting the Dots: Reflections on the Canadian Digital Marketing Pulse Survey
by Geoff Linton (LinkedIn)

The Canadian Digital Marketing Pulse Survey (conducted by Ipsos) surveys marketers, agencies, and consumers to provide a snapshot of digital marketing trends in Canada...Read more

Image by AbsolutVision
March 21, 2017
Rethinking The Marketing Ecosystem
by Geoff Linton (LinkedIn)

Many c-suite executives are uncertain about the current state of their digital marketing. There is a lot of talk by marketers but many companies don’t have a clear roadmap of their digital marketing strategy and end-to-end marketing model...Read more

Digital Messaging

Digital Messaging

April 14, 2023
The Importance of Benchmarking for Email Marketing
by Geoff Linton (Global Data and Marketing Alliance)

Measuring metrics and establishing marketing benchmarks are critical to improving performance and understanding return on investment (ROI). But over 47% of email marketers say that measuring performance is one of their top challenges...Read more

March 20, 2023
Global Email Benchmarking Study
by Geoff Linton (Canadian Marketing Association)

Email marketing has a long history in Canada and has been one of the top marketing vehicles for Canadian brands. Historically, benchmark reports indicate that Canadian marketers generate over 2x the metrics versus our US neighbours. So why does email perform so well in Canada?..Read more

January 13, 2022
Get on the Email Measurement Escalator
by Geoff Linton (LinkedIn)

Email marketing is one of the key tools in the communications mix that is more involved than it looks but can deliver solid results quickly...Read more

May 22, 2018
How Best To Leverage Mobile Marketing Trends
by Geoff Linton (LinkedIn)

According to Forrester Research, digital marketing spending in the U.S. will surpass $118 billion in 2018. Four of the top vehicles: paid search, display, on-line and email are growing between 8% – 18% compound annual growth rate (CAGR)...Read more

May 5, 2016
Find Your Optimal Email Marketing Balance
by Geoff Linton (LinkedIn)

A major charity recently asked me to give a “State of Marketing” address to their marketing team as part of their quarterly training and planning conclave...Read more

March 1, 2016
Marketing’s Mobile Shift
by Geoff Linton (LinkedIn)


Jan 30, 2023
Insider Secrets of Industry Leaders: Clarifying Your Marketing Model
by Geoff Linton (LinkedIn)

Today's modern marketers are busy integrating technology, enabling automation and adopting lean and agile marketing practices...Read more

Jan 5, 2023
Full-Stack Talent: The Future of the Workforce
by Geoff Linton (LinkedIn)

COVID-19 caused significant disruption and shifts in the way businesses operate. But pre-COVID, there were already huge changes happening. Significant advancements in technology (ex. Artificial Intelligence)...Read more

Dec 2, 2020
Doing the Right Things: A Crisis of Prioritization
by Geoff Linton (LinkedIn)
Oct 20, 2020
Decision-Making Challenges in Today's Uncertain Business World
by Geoff Linton (LinkedIn)

Since the beginning of COVID-19, I have observed that many organizations are stuck and are not making enough decisions. In these shifting markets... Read more

May 21, 2020
The Marketing Mantra of Leaders: So What? Now What?
by Geoff Linton (LinkedIn)

In the formative years of my marketing career, Bryan Pearson (former CEO at LoyaltyOne) instilled in me the idea that good marketers always ask so what?. It's more than just a question...Read more

Covid 19
March 30, 2020
Thoughts From the Trenches: A CEO's Perspective on COVID-19
by Geoff Linton (LinkedIn)

Panic is not productive. Think forward and be strategic. My mantra during crisis: Pause, Reflect, and Act. Over the last few weeks since the COVID-19 Pandemic has been declared, companies have been diligently meeting to discuss the best plan for action....Read more

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