There’s a rule in improvisational acting and comedy: You don’t say “no” to someone else’s scenario. Instead, you say “yes, and” before contributing your part to the narrative. If your partner starts with “We’re on a ship,” you don’t respond…
What keeps customers coming back? That’s a central question for any marketer, but it’s mission-critical to B2B organizations that typically have longer sales cycles and more invested in each lead. While data enhancement is an important tool for customer acquisition,…
Big data has deep roots in highly technical and scientific fields, but its utility makes it beautifully suited to marketing applications too. Fortunately, marketers don’t have to understand the complexity underlying big data to make use of it. Data-driven marketing…
If knowledge is power, then the reference works that act as repositories of knowledge are especially potent. The Civic Research Institute, a provider of reference publications across a wide spectrum of industries, gives professionals in numerous fields the power to…
Like pastrami and rye or Sundays and football, content and email marketing lists are natural pairs. A business blog enhances the lead gen value of your email list, which in turn guides the content of your blog as your analytics…
You may not know it, but you live in Goldilocks’ neighborhood. Scientists refer to the “Goldilocks Zone” as the just-right distance from the sun, the zone that’s neither too hot nor too cold to support life. Marketing data scientists also…
If you threw a party, would you care more about the number of people who showed up, or would you measure success by other standards – how much fun your guests had, for instance, or how long they stayed and…
At first blush, automation and customization seem like opposites. Automation might conjure images of sophisticated machines moving in an intricate ballet to produce identical items. Customization describes a product that’s lovingly crafted by hand to fit a specific need. In…
One of the toughest questions marketers face is how to know when their efforts are working. Which marketing activities pay off? What made your most successful campaigns soar? Where can you afford to cut back on marketing spend, and where…
