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Optimization is more than just a bag of tactics. . .you’ve got to have a process
I’ve worked with a large variety of clients at different stages of maturity in using marketing technology. One of the most interesting – and difficult – points comes when you reach the point where all...
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How to Hire Right: When It Comes to Your Team’s Success, Chemistry Is Everything
In November of 1984, production began on what would become one of the most beloved movies of all time. Years had been spent developing the script, shopping it to studios, and meticulously selecting...
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The Technical Manager: Managing Both People and Technology
I began my career 18 years ago in a technical marketing operations role, so I’ve always been heavily involved with understanding, implementing, and using various systems, tools, and platforms....
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Transforming Yourself into a Modern Marketer
Marketing as we know it is in the midst of a massive transformation. Are you prepared for the new reality, and ready to enter the new age of Modern Marketing? Way back in 1898, American Sales and...
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Data Governance Is a Bigger Priority Than Ever Before: A 3-Step Primer on...
Organizations’ data typically degrades about 20 to 30 percent annually, but this number is about to increase at a much faster rate due to the recent business downturn and subsequent unemployment...
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Back to Basics: 6 Top Email Best Practices
When you’ve got innovative solutions and creative ideas about marketing automation coming at you from all directions, it’s easy to lose focus on the basic tactics of your email marketing operations. As...
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Marketing-as-a-Service (MaaS)
For the past decade, Software-as-a-Service (SaaS) has transformed how companies are buying and using software. Many functions in large enterprises are outsourced in the “as-a-Service” model to provide...
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Reengage Inactive Leads in 3 Steps
Are you familiar with the saying, like throwing money out the window? Well, when you cast off leads that haven’t engaged with you within a certain amount of time, that is exactly how I’d describe it....
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Compartmentalizing Campaign Reporting
It’s time to come clean: there is not a one-size-fits-all solution when it comes to optimizing your systems for maximum marketing-based reporting output. So if you’ve been perusing the Interwebs...
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Two Simple Tools for Building and Improving Relationships in a Remote World...
Are you a good listener? Do you consider yourself a kind person? What’s the connection between these two questions? Listening and kindness have always been important to building successful...
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3 Steps for Successful A/B Testing: Start Small and Just Do It
When I ask clients if they’ve considered doing some A/B testing with their email campaigns, they often tell me they just don’t have the time. Back in the day, A/B testing wasn’t very easy to do. Now,...
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Take Aim at Campaign Success: Leverage your data to improve results
What one thing can improve the success of your campaign? Targeting the right audience. Slicing and dicing who will receive your content, and is most likely to respond to it, will boost your results....
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Sandboxes Aren’t Just for Playing Around: The Pros and Cons of Marketo & SFDC...
Many of you are familiar with the Sandbox — a software concept where a replica instance of a production system, like Marketo or Salesforce, is generated so that it can be used to test out features and...
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Getting a Handle on Your Email Groups in Eloqua
Your email campaign is queued up and ready to go. Your copy is attention-grabbing, your design is on point. But when’s the last time you freshened up your email groups in Eloqua? When you’re ready to...
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Rise of the Data Scientist
In the movie The Matrix, Tank is the skilled operator who stays in the ship , staring at the console all day and guiding Neo and the crew safely through the virtual world of the matrix: entry points,...
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Making Sense of Your Company’s Current MarTech Stack
Imagine taking a new marketing role and trying to grasp what all the MarTech tools do for the organization. (You may not even need to use your imagination for this.) The average number of jobs...
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The Age of Digital Direct Mail
On occasion, I might classify myself as “old school,” or even old-fashioned. Those terms would pertain to my taste in movies, music, clothing. . . and to some extent how I’ve viewed the ever-dynamic...
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5 Tips to Accelerate Lead Response Times
Picture this: You’re in the market for a new car, so you do a little research online and browse some dealership websites and fill out a few interest forms online. You find two comparable cars you like...
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Account-Based Marketing: Is It Worth It?
ABM. A topic that is on every single one of my clients’ marketing technology roadmaps. There is no question of interest and desire. The question is: Is there a commitment? I can say from my time spent...
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Project to Partnership: Keys to a Successful Relationship
As an Account Director at DemandGen, I’m the primary liaison with clients and serve as the “quarterback” for the internal DemandGen team. Some client engagements are more complex than others and...
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