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How to Build Your Marketing Budget for the First Time or the 100th
BlogOf all the courses missing from a modern marketing curriculum, the absence of a Marketing Budgets 101 course is the one we’re addressing today. Most marketers learn how to manage their budget from a few select sources: their boss, peers, vendors or trial and error. My aim with this blog is to provide the basics for first-time budget managers and…
Migrating Marketing Automation Platforms: A Step-By-Step Migration Guide
BlogDon’t believe the “6 Steps” type articles for this topic. Marketing Automation Platform (MAP) migration is a lot of work – and investment – and it’s incredibly custom to your business. Aside from the cost of the software itself, your biggest investment will be the time it takes to make decisions and rebuild. We’ve helped hundreds of companies through this…
4 Fixes Most B2B Newsletters Need to See Better Results
BlogB2B newsletters are terrible; you know it. As a journalist and editor who fell into brand strategy and never left, I’ve been working with a half dozen clients on newsletter strategies in Q3. I hear a lot of the same justifications for BNB: Bad Newsletter Behavior. You’re likely doing the same things without even realizing it. Read on and I’ll…
What is Content Syndication in B2B Marketing?
BlogAlthough you may have heard of content syndication and maybe even used it, many of my B2B marketing peers have asked me questions about how to find the best vendors and manage the leads provided. This blog details my many lessons learned in content syndication over ten years. First, here’s a textbook synopsis of what it is: Content syndication is web-based…
The End of Marketing Attribution and the Beginning of True Buyer Insight
BlogMarketing has been down a long and perilous path aimed at understanding behavioral customer journeys, all in the name of becoming ‘data driven’. The road hasn’t been easy, laden with integration challenges, data potholes, and rapid technology evolution cycles. And just when you think you have everything dialed in just so, someone comes along and starts asking questions. They want…
A Guide To Marketing Performance Management
BlogWhen you’re putting together your marketing strategy, you aren’t just doing that for the fun of it. You’re looking for results! The question is, how can you measure those results to evaluate your marketing performance? Your key performance metrics play a major role in how effectively you can measure the effectiveness of your strategy, and it’s critical that you incorporate…
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