You know the drill: the all-day workshop in a conference room with whiteboards and stale coffee to discuss a “framework”…
Getting to Meaningful Metrics: How Frameworks Underlie Your Ability to Measure Your Effectiveness
Don’t worry, I’m not going to talk about the “frameworks” that typically come out of the all-day strategy workshop with…
Beyond Data and Automation: Communicate Better with Your Prospects Using Buyer Personas
I love the term “data-driven marketer.” It emphasizes the shift in technologies and techniques away from guessing what might resonate…
When Looking to Improve Campaign Results, Look to Your Segmentation First
You’re probably familiar with the 40-40-20 rule for direct marketing: a campaign’s success is 40% due to the right mailing…
Optimization is more than just a bag of tactics. . .you’ve got to have a process
I’ve worked with a large variety of clients at different stages of maturity in using marketing technology. One of the…
When Building Your Campaigns, Don’t Forget About The Reporting
It’s a scenario that I’ve seen countless times. A well thought out campaign has just been started or has run its…