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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
A client asks: “Should we be hosting our campaign landing pages in Marketo? We’ve always hosted them on our main site and simply embedded Marketo forms. Is there a big advantage to hosting them separately?” This question comes up all the time in client work, and not just with Marketo… Read More
[Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.] Marketing attribution is a hot topic these days in B2B circles. Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment… Read More
Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. Of these, GDPR is the most far-reaching in that it not… Read More
This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. (For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.) This… Read More
Let’s face it: most business inboxes get flooded every day with Webinar invitations. If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. 1. Sell the event, not the product. A Webinar… Read More
Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Let’s face it, most martech “guides” are written by, well, marketers, and are either sponsored by or authored by the technology vendors themselves, so the content needs to be read… Read More