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Marketing operations managers tend to come and go (average tenure mirrors other B2B marketing roles at 2-4 years, especially in tech) and that transitory nature means that it’s more difficult – and less common – for companies to adopt a strategic, long-term vision for their marketing automation system. One of… Read More
There’s an old truism in marketing that says the three most important success factors are (in order of priority): List, Offer, and Creative. In more modern terms, this means that in order to drive conversions, and pipeline, and revenue, targeting the right audience is paramount. If you’re aiming at the… Read More
One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning. CRO isn’t a new concept, but traditionally has been more often the province of Web teams and SEO specialists. Increasingly, however, it’s being leveraged… Read More
Just as too much time on Instagram fawning after the photoshopped lives of internet influencers can create an unhealthy self-image, marketers too can fall victim to unrealistic standards and FOMO created by the marketing blogosphere and the breathy propaganda of martech vendors. Trust me: not all marketing campaigns perform at… Read More
If you ask most B2B marketers how they use chat platforms like Drift, the immediate answer would most likely be: converting Web visitors. And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context. However, chat is also a powerful… Read More
A client asks: “We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain. Is this something you’d recommend?” The most common business case for using a separate email domain is that doing so can help protect a company’s main… Read More
It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic. Modern, best-in-class lead nurture programs focus less on automation, and… Read More