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Why Segmentation Is Critical to Personalization and Engagement
Consumers are bombarded with marketing messages – some relevant, most not. Whether a consumer reacts to seeing an ad, email, social post or marketing deliverable really depends on whether the content...
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Beneath the Surface of Marketing Automation App Development
Back in 2009, Apple trademarked the phrase “There’s an app for that,” spurring a running joke that there’s a mobile phone application for anything a person might possibly need. If the joke was true...
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6 Steps to to Fixing a Broken Marketing or Sales Operations Process
I’m a problem solver. While I’m currently a solutions architect at BDO Digital today, I was once a marketing and sales operations manager. It was my job to help my organization get to the root of...
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Demand Expansion: The Unsung Hero of Revenue Growth
I’ve spent over 15 years helping companies transform their marketing strategies to better connect with their customers. In that time, I’ve found that marketing is a lot of things: invigorating,...
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The Case for Creating Duplicate Leads in Eloqua and Salesforce
The benefits of aligning marketing and sales teams are well known at this point. One of the elements of a strong marketing-sales relationship is having a seamless integration between their tech tools,...
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Marketing During a Recession – Counterintuitive and Critical
Businesses are still feeling the pandemic’s impact where it hurts the most – their budgets. And unfortunately, an economic recession is likely. Growth is projected to slow from 6.1% last year to 3.2%...
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Demand Expansion: Marketing Beyond the First Purchase
Every existing customer in your business is also a potential future customer. In fact, they are arguably your most important potential customers — listen and learn from them, nurture and delight them....
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How to Scale Your Marketing Operations: 3 Essential Strategies
Marketing Operations is a function that’s relatively new to the corporate world. It was created to address the increasing complexity of running a marketing department, which now depends on effective...
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5 Key Takeaways from “How Optimize Your MarTech Stack to Drive Cost Savings”
If you are tasked with doing more for your company with fewer resources, taking a close look at your marketing technology (MarTech) stack is a must. A stack assessment will help you identify...
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How Digital Transformation Helps Marketers Meet Their Goals and Grow
Digital Transformation is no longer a buzzword – it’s the way of business today. Catalyzed by the pandemic, the hybrid workplace and the ever-increasing importance of delivering an exceptional and...
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Make Your Customers Feel Welcome in Every Room of Your Company’s House
Historically, Marketing, Sales, Customer Service, and IT have operated as single rooms with closed doors (and soundproof walls). That’s because tight integrations between different processes,...
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How to Build a World-Class Team During a Period of Rapid Growth
Throughout my career as a leader, manager, and coach, I’ve followed one key guiding principle when it comes to organizational development: Build a World-Class Team. That truly is my mission and I say...
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The Top 3 Universal Rules of Business My First Mentor Taught Me
When we start our careers, some of us are lucky enough to have a boss who is also a mentor. They share their years of experience with us in the hopes that we will not make the same mistakes they did....
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5 Tips to Prevent Your Latest MarTech Project from Becoming Shelfware
Have you ever taken a look at the usage data and metrics in your recently rolled out MarTech solution and realized that your shiny new tool isn’t being used? And, if people aren’t using it, why did...
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6 Daily Rituals to Keep Your Marketo Instance in Tip-Top Shape
We hear it from doctors, veterinarians, and mechanics: simple preventive measures we take now can help prevent more serious issues in the future. The same principle holds true for your Marketo...
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Key Takeaways from the 10-Step Playbook to Digital Transformation
Modern organizations are digitally transforming workflows, processes, products, and services at an unprecedented rate. IDC predicts that direct investments in digital transformation will reach $6.8...
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6 Best Practices for Hosting Successful Demand Generation Webinars
Webinars have been an effective marketing tool for many years — and during the pandemic, they were one of the only ways to connect with prospects and customers. As a result, their popularity is...
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5 of the Best Project Management Software and Tools in 2022
I’m a very organized person. I love staying on top of my tasks and projects, and I’m fortunate that I found my passion for project management very early in my career. As a result, I’ve had the...
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Create a Competitive Advantage by Becoming a CX ‘A-Team’
On a scale of one to 10, most people rate themselves at a seven or better. The phenomenon, known as “illusory superiority,” has been studied for years by David Dunning, a psychologist at Cornell. This...
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The Difference Between Mid-Market vs. Enterprise Marketing: A Q&A with Joe Paone
Splunk is a revolutionary data-to-everything platform that enables IT, security, and DevOps teams to gain visibility and insight into their machine data. Splunk provides companies with actionable...
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Now versus Then: The Evolution of Marketing Metrics
Every marketer knows that measuring the results of their marketing efforts is key to success. If you don’t examine and analyze the performance of your email or ad campaign, industry event, website...
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Five Critical Project Management Tips That Boost the Client Experience
Have you ever worked with a project manager who not only kept your project on track, but also made the experience a positive one? While some may think of project managers as the taskmaster who keeps...
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18 Simple Strategies to Create Email Marketing Campaigns That Stand Out
In today’s world, companies of all sizes are tightening their belts and paying close attention to how and where they spend their money. As a result, it’s becoming more important to stand out from the...
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Tips for Cleansing Your Account Engagement (Pardot) Database
If you had to guess, how much clutter would you say is currently in your Account Engagement (formerly Pardot) database? Would you say you’re always at or above your prospect limit? Do you sometimes...
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Marketing In A Tough Economy: How to Make Every Dollar Count
It’s a tough economy, and many businesses are pulling back on their marketing investments. Traditionally, marketing has been regarded by executive staff as more of a cost center than a revenue...
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Yes, Salesforce Is Part of Your MarTech Stack (so Treat It That Way)
MarTech is kind of our thing. We’ve been instrumental in helping some of the world’s leading sales and marketing teams manage their most critical sales and marketing systems. We’ve helped hundreds of...
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4 Common Email Rendering Issues in Microsoft Outlook and How to Fix Them
In my last article, I provided some tips on how to build a better email newsletter. But what if, after spending all that time designing your beautiful newsletter, Microsoft Outlook doesn’t render it...
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Understand Marketing’s Impact by Optimizing Adobe Marketo Measure
In today’s world, every business is keeping a close watch on budgets and productivity. Marketing departments are no exception to this rule. In fact, marketers may be feeling even more pressure now...
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Mental Health and the Modern Marketer: 3 Strategies to Help You Cope When...
If we take anything away from the Great Resignation, it should be this: employees have reached a breaking point where “just a job” just isn’t enough. Years of pandemic-induced isolation, skyrocketing...
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How To Extract Leads From Marketo Using Python
The world of marketing is an endless sea of opportunities to automate tedious and repetitive tasks with programming. These days, much of the required automation can be done natively within MAP and CRM...
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What Is Engagement Marketing?
Did you check your social channels today? I’m guessing you did. How many advertisements for products and services did you see? Did any of them catch your eye? Did you click through to learn more? Did...
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User Stories: Keeping End Users at the Center of Agile Development
As a business analyst at BDO Digital, my job involves managing Agile project development to help our teams and clients work in harmony toward a common goal. When working with a client to develop a new...
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Keep Them Coming Back for More: How to Create a Customer Scoring Program
Last month, my colleague discussed the benefits of developing a customer scoring program (and why you can’t just duplicate your lead scoring program). So, now that you’ve made the case to your...
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Don’t Keep Your Prospects Waiting: Empower Them with Automated Scheduling
Most of us are familiar with how simple it is to schedule a reservation for our favorite restaurant on OpenTable, or to order and schedule a delivery from that same restaurant using a service like...
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If You Want Your Email Campaigns to Be Successful, Make Sure You Have a Solid...
If your team builds email campaigns in your marketing automation platform, you likely already understand the importance of QA. And even if you don’t build and send out emails, you’ve likely received...
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How to Report on Your Pardot Engagement Studios in Salesforce
If you run lead nurturing campaigns or complex automations in Pardot’s Engagement Studio, you may have noticed that the standard, out-of-the-box reporting capabilities leave a little to be desired....
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Content Marketing Trends and Strategies in 2022
The evolution of content creation and delivery in digital marketing never sleeps. As we head deeper into 2022, changes in consumer habits and new digital marketing strategies will continue to emerge....
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A/B Testing: What, Why, and How
Marketers frequently talk about A/B testing. Although it sounds like a fancy marketing term, it’s a very straightforward method of honing your message and developing a better understanding of your...
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Four Best Practices for Accessibility in Email
Let’s talk about accessibility in email. Email accessibility seems to be one of those topics that companies either don’t consider, don’t think it applies to email or assume they are already...
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Making the Move to Marketo
Practical Advice for a Seamless Migration You’ve decided to make the move to Marketo. Congratulations on making a great decision on your journey to marketing maturity. While Marketo is built for speed...
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7 Tips To Keep in Mind When Using Content for Lead Generation
There’s a reason why they say content is king — it’s more than just words on a page; it’s a powerful marketing tactic. The right content marketing strategy can do amazing things for your business. It...
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5 Best Practices for Designing Winning Email Templates
Sending emails is a tried-and-true marketing tactic – and they deliver massive ROI. According to Hubspot, email marketing generates $42 for every $1 spent. That’s why 4 out of 5 marketers would rather...
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Boost Your Campaign Confidence With Engagement Marketing
I used to flinch when I was asked to show marketing ROI. “That’s not how marketing works!” I’d say to anyone who would listen. “You don’t show return on investment. You can’t measure awareness....
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4 Handy Tricks for Working With the MCAE (Pardot) Landing Page Builder
If you’re like me, you were excited about the drag-and-drop landing page builder released for the Marketing Cloud Account Engagement (the platform formerly known as Pardot) and the Lightning App in...
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Most Important Step in the User Acceptance Testing Process — The UAT...
You may think of the User Acceptance Testing phase as little more than the final step in a single software production job. If that’s the case, you’re missing a big opportunity to create a connection...
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3 Steps to Evaluating Your MarTech Stack
Marketing budgets are slowly returning to pre-2020 levels, with 25.4% of spending dedicated to Marketing Technology (MarTech). Yet today, industries face another stumbling block: a downturn in...
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3 Tips for Building Work Relationships that Last
I recently celebrated my seven-year work anniversary at BDO Digital (formerly DemandGen). There have been changes during that time — team members and clients who have come and gone — but also many...
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5 Best Practices for Switching to a Contacts-Only Approach in Salesforce
For CRM users, duplication is the enemy. Duplicate contact and company data can lead to wasted time, mistakes when engaging with prospects, and a poor customer experience. So why are there two objects...
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What Marketers often Overlook When Determining Customer Lifetime Value (and...
Your VP just asked you to create a monthly report and dashboard that includes this key business metric: Customer Lifetime Value (CLV). A quick Google search uncovers some straightforward formulas...
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How to Create a Positive Morning Routine That Sets the Tone for Your Entire Day
This past March marked my third anniversary with DemandGen (now BDO Digital). When I first joined the company, it was my first time working from home with an entirely distributed remote workforce. I...
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