The Real Time Marketing Tech Stack
The Real Time Martech Stack In his book, Real Time Marketing & PR (2010), David Meerman Scott suggests a possible Martech stack to use to implement real time marketing techniques. He did not call it a “stack” at the time, yet it is a prescient view of a full marketing automation system, and a partial…
Account Based Marketing Operations
With Account Based Marketing (ABM) all the sensation the past few months, I had to consider how ABM would work with marketing operations now that there is clamor to shift the burden from Sales to Marketing. I assume Marketing is being asked to do this because Sales no longer feels it has to do the…
Marketing Automation Relies on Permission Marketing
Permission marketing is the foundation of all marketing automation. Without permission from interested members of your audience, you are effectively blocked from direct marketing on the internet. Marketing automation systems cannot send out email content without permission from your leads. [A version of this post first appeared on HubSpot’s blog in April 2015, revised September 4,…
The Marketing Technology Maturity Model
In 2015, an interesting article from Chiefmartec described a report that 9% of firms are fully using their marketing tech stack. This trend has continued to evolve, but the martech stack and its options keep expanding. As companies scale up their efforts, so must their stack. While all this keeps changing, one thing remains constant, The…
How to Fix a Marketing Database Snafu
Did you just experience a data snafu? Did you just use a few other choice words for what happened? You aren’t alone. Every day, marketers, marketing operations staff, and business analysts hose their databases accidentally. Since you are reading this post, your initial panic has subsided and you are preparing to figure out how to…
Why Aren’t You Using Permission Marketing Yet?
As a marketer and marketing consultant, I have come across some situations where the database was not 100% opted in. Sure, you could always opt-out, but the mentality of the marketers was batch and blast until they opted-out. While that may not have been technically illegal in certain jurisdictions, using a non-opted in list (opt…
Improve Marketing Automation with One Rule
Do you need better marketing automation? Start by treating your customers the way you would want to be treated in the same situation. Ok, that’s the first rule – treat your customers well. The second rule is Process before Technology. “The first rule of any technology used in a business is that automation applied to an efficient…
Setup a Lead Lifecycle and Revenue Cycle Model
Do you want the ability to report on your sales funnel process? Do you want to show the management and board not only the number of leads at each State, but also the conversion percentages with 100% accuracy? You can with marketing automation! The vision of each marketing automation vendor is to show you the…
Using Marketo Trigger Logic
Logic in Marketo is important for managing things like segmentation, but also triggered campaigns. All orange triggers are considered to have an OR between them. This is an important and very powerful feature. If you have any Triggered criteria, you can only use ALL or ANY as options, but these operators only apply to the…
Logic Pitfalls in Marketing Automation
One of the biggest mistakes I see is with the Job Title field. Most firms allow a free text entry in Title because Title is a personal value that can vary widely. Occasionally, a firm will use a Role field with fixed picklist values to help segment the database more clearly. The Role is filled…
