Dear (Insert Name Here): Lessons Learned from Marketing to Marketers
At several points in my marketing career, my target audience has been marketers. I always found this group to be one of the most challenging – and rewarding – target audiences to work with. Let’s face...
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Avoid the “Used Car Salesman” Approach: Use Content Marketing to Educate First
When it comes to writing content, people often accidentally turn their polite offers of information into aggressive pressure to buy. I’m pretty sure almost everybody who has written marketing copy...
View ArticleAre You Guilty of These Top QA Blunders ?
You’re launching your campaign, you’ve got everything ready, but…wait a second. Did you check that last edit that someone made to the third email? Are you sure you’re ready to launch? Many marketers...
View ArticleIt’s Called a Deadline
The importance of a project plan comes as no surprise to anyone. Without documented and realistic campaign milestones, target dates and metrics objectives, you can find a fairly simple project...
View ArticleNeed a break from A/B testing? Try “T” testing!
Progressive marketers love to do A/B testing to try to make their campaigns better. The elements one can test seem endless: content, images, fonts, positioning, tone, products…. the list goes on and...
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The Marketing Kitchen: Recipe for Nurture
The idea of “Nurture Marketing” has really hit the shelves. Just Google the phrase “how to nurture market” and you’ll be amazed at all the so-called experts offering tips or best practices on how to...
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A Practical Guide to Starting with Marketo – Part 2
In Part 1, I talked about the big picture and how to start when you’re first learning Marketo. Very well and good, but now you need WHERE to start. What is the FIRST THING you need to do? Here are...
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Eloqua 2013 Fall Release – Top New Features to Get Excited About
While many of you were busy enjoying the sights, sounds and ideas at Eloqua Experience ’13, the Fall release was unveiled. The update was intended to provide a better UI experience, further depth in...
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Measuring Value of Your Marketing Database and Understanding Database Quality
Many marketers overlook the value of their marketing database itself. There are two key measures of database health that can set you ahead for this year: Database Quality and Database Value. Database...
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Your Leads Are People
We constantly talk about leads, contacts, accounts, and opportunities. What we forget in using these terms is that those are all associated with individuals, like you and me. And there are societal...
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10 Key Highlights of Marketo’s New Engagement Module
Some of us have been waiting a long time for something that would streamline the Traffic Cop process. I have to say, in seeing the demo of Marketo’s new Engagement Module, I’m thrilled by some of the...
View Article10 Commandments for Lead Nurturing Success
The importance of lead nurturing can’t be overstated. According to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads, at 33% lower cost. Lead nurturing benefits...
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Quit Spamming Canada
On July 1, 2014, Canada will implement a significant change to the laws governing electronic communications in that country. Canada’s Anti-Spam Law (CASL) may be less-known than the U.S. CAN-SPAM Act...
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Marketing Automation Quick Win: Lead Scoring
This is a brief intro to what lead scoring is and why you should do it. If you are already using lead scoring, I suggest you read 5 Reasons You Need a Lead Score Refresh. If you are using Marketing...
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6 Essentials for Putting the Q in QA
When I tell my Marketo students that, in a perfect world, half their time for any digital marketing initiative should be spent designing and building and half testing and QA, they laugh at me. The...
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6 Tips for Using Your Preference Center
So you have an unsubscribe link, think that’s enough? Think again. Many people think that an unsubscribe link and a website/landing page that confirms you have unsubscribed is enough, but from the...
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A Consumer’s View of List Purchasing
“Hello, this is Samantha with Acme Insurance, may I please speak with Ms. Downing?” This is the 4th call in as many weeks that I’ve received from a random insurance company, regarding a request that I...
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Welcome to the World of Marketing Automation. What Now?
So, you finally got the go-ahead to implement that new marketing automation platform (MA) you’ve been wanting. It took some convincing, sure: grand promises of metrics and forecasts. But your...
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What if Your Leads Just Aren’t That Into You?
A few years back, Greg Behrendt and Liz Tuccillo wrote a book called “He’s Just Not That Into You: The No-Excuses Truth to Understanding Guys.” According to Behrendt and Tuccillo, “He’s just not that...
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Redefining Marketing Automation: Marketing in the Revenue Age
This morning, while sipping my coffee, I read a very interesting article on ClickZ, Marketing Automation Redefined. In it, Nate Young (Director of Demand Generation at Kenshoo, a company that builds...
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