Successful lead generation campaigns rely on your ability to engage customers and prospects at the right time, with the right information, in the right way. In turn, this relies on your ability to segment and score your leads accurately.
A content matrix is a powerful tool that helps you develop and refine your Go to Market Strategy.
Building and executing marketing campaigns can be a complex process. It usually involves multiple stakeholders, requires a variety of assets, and relies on a mix of marketing operations skillsets.
There’s been a lot of talk in recent years about the relevance of MQLs to B2B marketing, particularly in the context of ABM. Forrester would have you believe that leads are a dead-end concept, holding back B2B marketers from delivering the real value of accelerating opportunity progression through the funnel. Most marketers I speak to … Continued
Data is everywhere in marketing. A successful marketing program requires finding the right audience, which is then measured with the right data. Everyone understands that good reporting requires good data. Yet, few people understand what good data actually looks like and where it can be found. Every technology platform has its own analytics features. Every … Continued
Many marketers view marketing operations through the operational responsibilities that give the discipline its name. However, marketing ops has many roles within the business. The day-to-day tasks of budgeting, campaign execution and lead flow management are crucial, but they frequently take precedence over the broader role that MOPs can play in the modern enterprise. By … Continued
In an uncertain economic environment, the question of business value is paramount. Marketing is a revenue generating activity. The most successful CMOs are measured on pipeline delivered as well as leads generated. However, not everything marketing does has an easy to measure revenue contribution. Brand awareness is an obvious example of this, but it applies … Continued
Any discussion on integrations and data management inevitably gets expanded to include references to a central data storage location controlled either by IT or a dedicated marketing data team. Terms typically used to refer to this database can include data warehouse, data lake or MDM.
If you watch me perform DIY, it will quickly become apparent that the right tools in the wrong hands are ineffective. As my thumbs can attest to, a hammer in the wrong hands can deliver more damage than good.