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November 8, 2020

Migrating Marketing Automation Platforms: A Step-By-Step Migration Guide

Don’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…

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October 8, 2020

4 Fixes Most B2B Newsletters Need to See Better Results

B2B 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…

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September 23, 2020

What is Content Syndication in B2B Marketing?

Although 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…

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September 17, 2020

The End of Marketing Attribution and the Beginning of True Buyer Insight

Marketing 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…

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September 11, 2020

A Guide To Marketing Performance Management

When 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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August 18, 2020

4 Steps to Cleaner Marketing Data: A Guide for Marketers

Marketers aren’t traditionally “data” people. Historically, data has been an IT function. But today, marketing technology (MarTech) empowers marketers to collect and manage marketing data on their own. This data is used to make real-time decisions and dynamically adjust messaging to align to buyer pain points. All this can happen regardless of data quality, but it only happens well when…

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