William Roberts

Programmers and software engineers have a great way of summing up the importance of clean, usable data: “Garbage in, garbage out,” or GIGO. Put poor data into a system, and your results might not be accurate; feed it quality data,…

How do prospects decide whether to make a purchase? Who will they buy from? When? These are some of the central questions sales and marketing teams face. To understand how prospects become leads and opportunities, we describe the buyer’s journey.…

Getting to know your customers is critical to meeting their needs, but you rarely have the luxury of a sit-down chat with them. Customer personas help you anticipate what your buyers want and predict what future customers might expect of…

Measuring the contribution to revenue of a given marketing activity is considered by many to be the holy grail of marketing. Marketing automation software enables us to move ever closer to this ideal with a feature known as attribution. It…

Traditionally, marketing has been more art than science. A successful campaign could not be easily reproduced. Marketing activities could not necessarily yield predictable business results, and marketing processes did not scale with your business.

Businesses and consumers are smart to question the staying power of a new technology before investing. Is it a transitory fad, a niche product for a particular segment, or does it have broad appeal and long term value? Think of…

I’ve used Datanyze as an indicator of market share and customer retention among software companies in the marketing automation sector. However, before readers draw too many conclusions, a few caveats about the data are in order. First, Datanyze tracks over…

Your customers have clear preferences, but they don’t always tell you about them. To discover those preferences, you need to test. Everything from email subject lines to the phrasing on your landing pages affects how your leads react; testing lets…