Marketing Optimization covers a lot of territory. Think of everything you could be doing more efficiently, from paid ads to emails in your nurture track. The task of optimizing them all can seem overwhelming. But in many respects, optimization IS marketing. It’s the constant effort [...]
Managing privacy and consent of our customers is nothing new. The passage of CAN-SPAM in 2003 made the practice of consent management a standard part of doing business and since then marketers have seen the regulatory landscape steadily expand as new requirements from double opt-in [...]
Omnichannel Marketing has mainly been thought of as a B2C practice, especially in retail where budgets are large and campaigns often look to saturate messaging across all media channels. However, there is a real and growing need today for B2B marketers to chart their own [...]
At some point, every marketing team will go through a major implementation. This can be a defining moment of change that moves the team forward, or in some cases, leave a marketing team struggling. Countless hours will be spent choosing the right platform with the [...]
As Marketers, we’re constantly working to keep customers from unsubscribing. We closely monitor unsubscribe rates to look for trends over time. We look for every possible way to prevent them from happening, believing that the lower the number the better. But I’d like to propose [...]
Governance within a marketing automation platform is commonly used as a tool for managing workflows and mitigating risk. Practices are typically well established and ingrained into the daily production routines of a marketing team’s processes, and they can often be overlooked or under appreciated when [...]
