Programmatic. Digital. Automated. These may not seem like cozy words to wrap around your prospects, yet an automated approach does an outstanding job of making your leads immediately feel at ease with your brand. While marketers have long recognized that…
Last week, we looked at who your audience is; this week, we’ll delve a little deeper into how your data about them is organized. The way you store data matters more than you might think, and a marketing database manager…
Data isn’t just a collection of names and numbers; it’s one of the most valuable resources your business has. You can pay to acquire more of it or enhance its quality. You can even lose part of its value through…
When moving from conventional marketing to a data-driven strategy that highlights customer knowledge and customized content, it’s easy to focus on the setup and lose sight of the ultimate goal – driving revenue. Without that long-range view, though, you could…
Last week, we looked at how art and science come together in data-driven content marketing. Today, we’ll look at the people who consume that content and what you can learn about them by analyzing the way they interact with your…
You don’t need to have watched Mad Men to see how technology has transformed advertising and marketing. Email, mobile technology, social media, SEO/SEM, and marketing automation have changed modern marketing at a bedrock level, turning it into a science as…
B2B business owners are increasingly aware of the need for account-based marketing. In marketing surveys of B2B executives, as many as 90 percent of them believe that ABM is a proven revenue enhancer. By treating key accounts as “segments of…
Individual data points may not look like much to the casual observer. When millions of pieces of information come together, though, they have incredible power. Contact information, demographic details, and firmographic data add up quickly to create a coherent profile…
Good database managers understand data; great database managers understand people. Every data point represents a small piece of knowledge about a real person, but it’s sometimes challenging to see the people those data sets represent instead of just collections of…
