5-Step Solution for False Click Links in Email
The Great Spam Click Bot War Over the past year, we’ve all seen erratic click activity on our emails, caused apparently by Email Security Servers like Barracuda clicking on one or more links. The link test is to verify that a link or visible URL, is in fact, safe to click for a human to…
Siftrock Advances Email Reply Automation
Email continues to be an important channel of communication for both salespeople and marketers at B2B firms. Every year, we hear about “the death of email,” yet we are all still using it. And with the resurgence of the cold email from Account Based Marketing & Sales vendors, email is even more active. According to…
Martech is About Scale
Marketing technology is about scale. Marketers tend to forget this because “scale” isn’t as sexy as Account Based Marketing or funnel reporting. ABM and funnel reporting are not new concepts, and they aren’t new tools. What is new is the ability to scale up such data collection, reporting, and analysis now that all interactions can…
Martech Pricing Models and Market Shift
Whether you are a martech vendor, or just embracing the subscription economy, your firm relies on a fair pricing model. Sometimes I see firms start life with a pricing model that made sense then, but now doesn’t make sense as the market shifts. Data Vendor Renewal Story: Needs Change, Product Stays the Same Many years…
Working with Martech Vendors – Stop Doing it Wrong
One of the first posts on this site was the Marketing Automation RFP. That post was born out of working with my first Marketing Automation RFP where I selected Marketo over Eloqua (and a few others). Having been a salesperson, as well as having worked with many event vendors, meant I had a fairly good…
Don’t Waste $100,000 on Marketing Automation
There are tons of articles on why Marketing Automation is amazing and will “transform your business.” There are also plenty of articles out there on why marketing automation fails. While quite a few are the “We forgot that token format, so everything went out as “Dear First Name,” a lot of the articles are about why…
Marketo and Marketing Automation Security
Marketo and Marketing Automation Security In this How To, I’ll review the principles and settings you should use to secure your Marketo or Marketing Automation Platform’s instance. Why Secure Your Instance? While every Marketing Automation Platform (MAP) vendor will build their system to minimize the potential for system break-ins, the reality is no service is…
When Does Account Based Marketing Hurt Scaling Up?
Several years ago, I encountered a situation I continue to reflect on. I was asked to create demand for a fintech firm that had built an interesting product on top of existing technology. As I learned more about the business they were in, I saw tremendous opportunity to make this area scalable for financial firms,…
Dealing with Duplicates in Marketing Automation
One of the great features of marketing automation platforms (MAPs) is the ability to automate deduping. Most MAPs look at Email Address as the unique identifier. While this doesn’t stop all dupes, it does take care of 80% of new dupes from imports, form fill outs, and events. But you will still have duplicates from Sales,…
How to Diagnose SFDC-Marketo Sync Errors
From time to time, Marketo and SFDC do not always agree on the sync of particular records. For many systems, this is a minor irritation that is resolved automatically. However, you will see Notifications in the upper right corner and you may be curious about these errors. And for high volume instances or complex SFDC…
