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The Technical Manager: Managing Both People and Technology
I began my career 18 years ago in a technical marketing operations role, so I’ve always been heavily involved with understanding, implementing, and using various systems, tools, and platforms....
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Transforming Yourself into a Modern Marketer
Marketing as we know it is in the midst of a massive transformation. Are you prepared for the new reality, and ready to enter the new age of Modern Marketing? Way back in 1898, American Sales and...
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Data Governance Is a Bigger Priority Than Ever Before: A 3-Step Primer on...
Organizations’ data typically degrades about 20 to 30 percent annually, but this number is about to increase at a much faster rate due to the recent business downturn and subsequent unemployment...
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Back to Basics: 6 Top Email Best Practices
When you’ve got innovative solutions and creative ideas about marketing automation coming at you from all directions, it’s easy to lose focus on the basic tactics of your email marketing operations. As...
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Marketing-as-a-Service (MaaS)
For the past decade, Software-as-a-Service (SaaS) has transformed how companies are buying and using software. Many functions in large enterprises are outsourced in the “as-a-Service” model to provide...
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Reengage Inactive Leads in 3 Steps
Are you familiar with the saying, like throwing money out the window? Well, when you cast off leads that haven’t engaged with you within a certain amount of time, that is exactly how I’d describe it....
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Compartmentalizing Campaign Reporting
It’s time to come clean: there is not a one-size-fits-all solution when it comes to optimizing your systems for maximum marketing-based reporting output. So if you’ve been perusing the Interwebs...
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How to Hire Right: When It Comes to Your Team’s Success, Chemistry Is Everything
In November of 1984, production began on what would become one of the most beloved movies of all time. Years had been spent developing the script, shopping it to studios, and meticulously selecting...
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3 Steps for Successful A/B Testing: Start Small and Just Do It
When I ask clients if they’ve considered doing some A/B testing with their email campaigns, they often tell me they just don’t have the time. Back in the day, A/B testing wasn’t very easy to do. Now,...
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Take Aim at Campaign Success: Leverage your data to improve results
What one thing can improve the success of your campaign? Targeting the right audience. Slicing and dicing who will receive your content, and is most likely to respond to it, will boost your results....
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Getting a Handle on Your Email Groups in Eloqua
Your email campaign is queued up and ready to go. Your copy is attention-grabbing, your design is on point. But when’s the last time you freshened up your email groups in Eloqua? When you’re ready to...
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Rise of the Data Scientist
In the movie The Matrix, Tank is the skilled operator who stays in the ship , staring at the console all day and guiding Neo and the crew safely through the virtual world of the matrix: entry points,...
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Making Sense of Your Company’s Current MarTech Stack
Imagine taking a new marketing role and trying to grasp what all the MarTech tools do for the organization. (You may not even need to use your imagination for this.) The average number of jobs...
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The Age of Digital Direct Mail
On occasion, I might classify myself as “old school,” or even old-fashioned. Those terms would pertain to my taste in movies, music, clothing. . . and to some extent how I’ve viewed the ever-dynamic...
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Two Simple Tools for Building and Improving Relationships in a Remote World...
Are you a good listener? Do you consider yourself a kind person? What’s the connection between these two questions? Listening and kindness have always been important to building successful...
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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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