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.
Don't Panic: Avoiding Marketing Automation Errors
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.
Missing the Moment: The Post Event Problem
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.
Get Ready for Smart Marketing
Are technology gaps limiting cross-channel campaigns? Are data silos preventing effective reporting? It's time to tear down the walls in your martech stack.
GDPR: One Year On
GDPR has become the global benchmark for consumer privacy and data protection. Yet, many marketers still don't understand what the law means in practice.
Why Personas are Essential for Successful ABM
Account Based Marketing is in-depth personalisation and expanding target account penetration. Strong Buyer Personas are still critical to making this work.
PDF: The Responsive Content Problem
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?
The Return of Data-Driven Marketing
After years of hype and numerous waves of digital marketing applications, new technology is poised to finally make data-driven marketing a reality.
Is Web Tracking a GDPR Risk for Marketers?
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.
The Power of Marketing Automation Templates
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.