One of the reasons nurture is often found to be ineffective is the lack of effort put into personalization & targeting. Marketers build the basic nurture first, but because it is never yields results, they never bother with the more targeted streams. In an era where personalization is more talked
I recently discovered David Cain's Rapititude, and #4 of his 88 truths article really stuck with me: " 4. The cheapest and most expensive models are usually both bad deals. " It's obvious once you put it that way, but in practice, we still get stung
There's this coffee shop that bakes the best homemade biscuits , just down the street from my house. It always has a line out the door. I avoided trying it for years as it just seemed like a huge hassle. Then one day I gave it a try. I
My car is in the shop, and the mechanic sent me a text message, rather than call or email, to let me know it was ready to be picked up. In that context, text messaging works great. I certainly don’t want a call. I never want a call. And
I’ve succeeded and grown in my career, up until a few years ago, purely through my ability to problem solve. And I love to problem solve. But as I shifted into increasingly more leadership-oriented roles, my roles demanded less of a direct hand in problem solving, and instead indirect
It used to be that an immature marketing organization would obsess about activities and leads, while a more mature org would focus on opportunities and revenue. Certainly the latter is better aligned with sales goals, but it's hardly the furthest a marketing team can evolve to. Pursuing true
Austin Kleon just wrote about his efforts to limit social media usage on his devices, and there's some worthwhile tips in there. I tried out the iOS screen time feature, but it tended to have the opposite effect on me. The little reminder that pops up is too
Every year there's some new piece of tech or idea that promises to change everything. Yet almost always, it's a bunch of hype that everyone gets swept up in, and the net result is small, incremental change. The latest trend to get this treatment is chatbots.
One of the most useful features of Eloqua is the ability to build groupings of filters that you can use over and over in segmentations. You can even modify them, and any segmentations that use them will automatically update to use the new logic. It's a pretty elegant
I'm not a huge fan of using mobile apps for social networking sites like Twitter and Linkedin. Part of it's because the mobile experiences are basically the same as their more bloated app counterparts, and partly because I don't want to temptation of distraction
When you're stuck using basic salesforce reporting or your marketing automation platform, it ends up limiting the extent of the insights you can create from the data. Of course, you can always play the export to excel and vlookup game, but the tolerance for that, and room for
I think a lot about durability in the systems I maintain these days. Durability, to me, means maintaining continued functioning even in non-ideal or unexpected situations. Durability is building around the increasingly common bot clicks on email links when designing scoring or activity alerts. Should we lower the weight of