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Help Me, Obi-Wan — Choosing Your Marketing Technology Vendors
Read part 1: Oh Look, A Squirrel – Avoiding “Shiny Toy” Syndrome with Strategy Read part 2: Who’s on First, What’s on Second? – Setting Technology Priorities When it comes to introducing new...
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How to Take Your Data on an Adventure
Marketers have more access to more data than ever before. How many times have you received an automated email or a slide deck with scores of numbers, tables, charts, and graphs from the multitude of...
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Get, Keep, Grow: The Strategic Value of Customer Scoring for Demand Generation
As marketers, we understand the importance of being customer-centric in our demand generation efforts. Keeping your ideal customer at the center of your demand generation strategy is a must if you...
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Benchmarking Your Demand Factory: Why Industry Benchmarks Don’t Mean What...
Recently, I gave a workshop for a client on the Demand Factory. It was going well with great engagement amongst the different teams as they tackled the big problems. There was that hope in the room...
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Keep Your Data in Check: Routinely Analyze your CRM and MAP Data Objects
You probably check your car’s tire pressure and oil level occasionally; most drivers have learned that under-inflated tires can cause poor performance and loss of control, and low oil can damage the...
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Is It Time to Clean Up Your Marketing Automation Platform — or Move to a New...
Marketers are sending out more digital communications than ever. That means they’re asking more of their MA platforms than ever before. Combine that with canceled in-person events and many of us...
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Simplifying the Impossible: Focus on the Most Impactful Task and the Rest...
Whether you’re just starting out, you’ve been doing this for a while, or you’re onboarding a complex marketing automation (MA) system or other MarTech, executing on your strategy and showing results...
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The Year of the Demand Factory™: 2015
The new year is upon us—and my single prediction for 2015 is that this will be THE YEAR that Marketing will be on center stage in the corporate limelight. After a decade of innovation in marketing...
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Do You Need a MarTech Council?
I can’t say that I’m surprised by some of the numbers I’ve seen recently describing the MarTech space: 7,040 solutions (Scott Brinker’s Marketing Technology Landscape Supergraphic) Accounts for 29% of...
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Make Your Data More Effective (Part 2): How Data Normalization Works
Read Part 1 What type of data should be normalized? Any open text field may be problematic, but data categories that describe the buyer persona or impact business processes are the best candidates for...
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What Marketers often Overlook When Determining Customer Lifetime Value (and...
Your VP just asked you to create a monthly report and dashboard that includes this key business metric: Customer Lifetime Value (CLV). A quick Google search uncovers some straightforward formulas...
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When Good Leads Go Bad: Is It Time to Freshen Up Your Lead Scoring Model?
You’ve implemented a lead scoring program and your team has started churning out campaign after campaign to fill the pipeline with Marketing Qualified Leads. Your job here is done, right? Maybe for...
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Side by Side to Success: My Passion for Sales and Marketing Alignment (Part 1)
In almost every way imaginable, marketing is in the midst of a dramatic transformation that is rewriting the rules of how companies large and small engage with prospects and customers. This...
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How MarTech Can Help Sales Survive This Unprecedented Pipeline Disruption
Optimization. That has been the term we have heard the most in recent months. It shouldn’t surprise anyone that our clients continue to ask us to help them optimize their acquisition, demand...
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MarTech in 2018: Five Way-Too-Early Predictions
I have been blogging on my employers’ platforms since 2005. I’ve always wanted to do a predictions list, but was more focused on planning than forecasting. I find these lists informing and mildly...
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Cloudy with a Chance of Awesome
While marketing automation systems remain a key part of the Demand Factory infrastructure, the last several years culminated in 2014’s official launch of the Marketing Cloud – a treasure trove of...
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Tetris and the Highly Skilled Team
Remember Tetris, the sixth best-selling Nintendo Entertainment System video game of all time? The objective of the game is to quickly fit different shapes together so that all the pieces line up...
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Optimization is more than just a bag of tactics. . .you’ve got to have a process
I’ve worked with a large variety of clients at different stages of maturity in using marketing technology. One of the most interesting – and difficult – points comes when you reach the point where all...
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How to Create a Positive Morning Routine That Sets the Tone for Your Entire Day
This past March marked my third anniversary with DemandGen (now BDO Digital). When I first joined the company, it was my first time working from home with an entirely distributed remote workforce. I...
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Recipe for Success: 5 Ingredients for a Winning Project Team
We’ve all heard the saying, There’s no ‘I’ in ‘team.’ Everyone always nods when that phrase is uttered. There’s a great deal of emphasis on good teams. When companies have challenging issues to solve,...
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