In an increasingly author-centric future where decisions of where to publish are driven by funder requirements and availability of APC funding, the need to differentiate is more critical than ever for publishers. But reaching authors with the right message requires good author data, sophisticated technologies, and the right mix of channels to get to authors with the right message at the right stage of their authoring journey. This session will laser in on how publishers are adapting Marketing to meet author needs, considering data and technology, channels, and best practice. The session should help the audience understand the relevance and impact of Marketing in this changing environment and what the likely next steps should be for publishers in the coming year.