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Demanding Views

This section provides insights from some of the most prominent industry thought leaders in the space.

Three Things CMOs Should Never Stop Thinking About

By Brian Reilly, VP of Marketing Automation Services, Harte-Hanks CMOs have a lot on their plates. One thing that’s most often top-of-mind is marketing automation. The overriding consideration is ensuring that marketing automation is a good investment both for the organization and its stakeholders. To help keep the focus on…

Why Funnel Metrics Are Essential To Marketing Operations

By Bonnie Crater, CEO, Full Circle CRM Funnels are a terrific tool for understanding how a sales and marketing operation works. In fact, when I would join a new company, getting the data and creating the funnel would be one of the first things I would do as the new VP…

Meet Your Next New System: The Customer Data Platform

By David M. Raab, Principal, Raab Associates My previous column described a trend toward predictive modeling systems in B2B marketing. I’ve since decided there’s more going on than that. What we’re seeing is an entirely new category of system: the Customer Data Platform (CDP).

The High Cost Of Status Quo

By Debbie Qaqish, Principal Partner and Chief Strategy Officer, The Pedowitz GroupIn the world of B2B marketing today, if you don’t already have some kind of direct revenue accountability as a marketing executive, don’t worry, you will. As I’ve watched and helped many marketing organizations make this transition, I’ve also…

Step-By Step Guide To Planning Your Content Marketing Strategy

By Anne Murphy, Managing Editor, Kapost You understand why content is key for a successful marketing strategy, and you know that targeted, informative content is critical to fueling marketing automation campaigns. But the question remains: how can marketers build a sustainable, successful content marketing operation that produces quality content at…
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Are You Outbounding Your Inbound Marketing?

By Peter Gracey, Co-Founder, President and COO, AG Salesworks Outbounding (verb). to communicate personally and proactively with a sales prospect via email or phone with the goal of determining their level of interest in your product or service.
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