Changing sales models and the need for account based marketing, have changed the relationship between sales and marketing.
Attribution is an important concept for proving the value of marketing activity, just don't expect it to be an accurate measurement of campaign success.
It's a fact of life. Every marketing automation user has sent an email to the wrong list at some point. There is no quick fix to stop it from reoccurring.
Everyone knows that attendee follow-up should happen as soon as an event is over, but too few marketers do so in practice. A change of priorities is needed.
Account Based Marketing is in-depth personalisation and expanding target account penetration. Strong Buyer Personas are still critical to making this work.
PDF is still the most common way to distribute content over the web. Why do marketers persist with a file format that isn't optimised for mobile devices?
After years of hype and numerous waves of digital marketing applications, new technology is poised to finally make data-driven marketing a reality.
Web tracking is a fundamental part of digital marketing. The benefits are enormous, but B2B marketers are ignoring the legal risks that go alongside it.
Coding an email is easy, building a workflow to send that email is hard. Yet, many marketers ignore campaign templates and the reporting benefits they bring.
If updating the QA Checklist is your typical reaction to a campaign error, then its time to ask questions about whether you are testing campaigns properly.
