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Orchestrators: the second key persona for modern marketing operations leaders

This 4-part series presents a framework that helps rationalize the roles and responsibilities modern marketing operations leaders are taking on. This installment summarizes the framework briefly, and dives into how MOps leaders are now “orchestrators.”  In case you missed it, part 1 is here. Inspiration for this framework Two years ago, marketing technology pioneer and […]...
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Cycle Planning: Getting started with the Agile Marketing Navigator

We recently introduced you to Agile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation. In recent […]...
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Five human issues that can wreck a technology implementation

There’s far more than tech to martech. That may seem counterintuitive, but the longer I work in this field, the more I realize it’s true. Especially when it comes to implementations and integrations. While there’s always the risk of technical problems, people-related issues can wreak as much havoc, if not more. Let’s examine some of […]...
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20 ways to make your marketing team more productive

Productive teams means happier clients. Happy clients means income which keeps your team employed and also happy. While this seems pretty obvious, it obviously isn’t easy to accomplish. One reason: Many marketing leaders were trained in archaic productivity techniques, such as meeting madness can kill enthusiasm and creativity and/or non-stop daily nagging via Slack. (That’s […]...
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6 things martech vendors don’t want you to know

We love martech, don’t we? To be honest, many of us owe our careers and jobs to marketing technology and the results it drives for marketers.  We also owe a debt of gratitude to many martech vendors, who not only build the platforms on which we work, but who also produce a plethora of marketing […]...
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HubSpot’s June releases: The manager’s guide

HubSpot’s been busy, but we’re betting you’ve got vacation on your mind. Here’s what you need to know about the June releases. Details are below:  Launching a new site? HubSpot wants you! Its content management system (CMS) and hosting are now  “free-forever” to anyone with any HubSpot account.  Managers with Sales Hub Professional or Enterprise […]...
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Using AI to improve customer experience and customer journey orchestration

Customer-centric messaging and experiences require smart responses managed by AI. If customers aren’t receiving relevant emails or other communications, they’ll simply opt out. “Right now, marketing is failing more than it works,” said Matthew Camuso, product marketing manager for CRM software company Pegasystems, at The MarTech Conference. “And if you think about why this fails, […]...
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How to tell a story with data and elevate your client reporting

In 2009, anthropological researchers made $8,000 on trinkets for which they paid just $1.25 each. What made these items feel valuable to buyers? Each trinket was accompanied by a compelling story written in the item’s eBay description.  The fact is, stories sell — whether you’re explaining s a product or, in your case, a data […]...
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