Quality over Quantity: Identifying Leads
Identifying what a good lead looks like is no easy task. There are multiple factors to consider and few marketing teams use all the available information.
Waking Up Your Database
Inactive contacts make up a majority of most marketing databases, but not all unengaged email subscribers are deadwood. The right message can reengage them.
The List Churn Challenge
The evolving career paths of B2B email subscribers are a challenge to marketing databases everywhere, but they are also an opportunity.
A Question of Reputation
Everyone knows that it's important. Few marketers pay attention to it. Email Deliverability needs to be better understood and more closely managed.
2020: The Age of Complexity
Marketing is getting more complicated. More data and more technology will mean to more integration and more alignment with the rest of the business.
Joining the Dots: The Big Data Problem
Bad data quality is a constant challenge for all marketers. Alas, there is no easy fix for bad data but AI does help.
Translating the Language Barrier
Translation is slow and expensive, but massively increases campaign results. Unfortunately, there are no shortcuts to producing better localised content.
The Content Waterfall Trap
In a world of always-on and content marketing, a well managed campaign calendar has become very important.
Moving beyond Sales Enablement
Changing sales models and the need for account based marketing, have changed the relationship between sales and marketing.
Misattributing Attribution
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.