Tag

Process

The Truth About Email Testing

Everyone and their brother/sister are now singing the praises of A/B and multivariate email testing.  But as a marketer I like to differentiate myself so I’ll play devil’s advocate.  This post challenges these email testing methods to see how accurate they really are.  The results are a little scary. Background After almost a decade in…

Campaign Creation Template

I lead an extremely unstructured life.  Chauffer to two busy kids, husband to my wonderful wife, conference calls at all hours of the day and night (perks of working for a truly global company), frequent travel, and all the side projects you can imagine (including the never-ending basement reno!).  No two days are ever the…

Why Marketing Automation Can Fail and How to Ensure it Doesn’t

Summary This article examines some common causes of failed marketing automation implementations and presents solutions to help mitigate these risks. The Problem Over the past few years I’ve read many articles about the high rate of marketing automation failure.  I’ve also witnessed some failures first hand.  Failure can come in the form of low ROI…

Mountain Climbing

Re: Close the Gaps to Close More Sales with Marketing Automation

Sharon Drew Morgan recently wrote an article for Marketing Automation Software Guide outlining several gaps with marketing automation that are holding organizations back from realizing the full benefit of these systems.  You can read the full article here.  Building off of her points I’d like to add some further comments on the complexity of mapping…

Lead vs. Lead: Point of Interest vs. Point of Contact

B2B companies all experience similar problems when implementing lead management processes and technologies.  However, few problems are as universal as how they define a lead.  I don’t mean the definition of a qualified lead that marketing and sales agree on.  I’m referring to what a lead is at its core.  Is it a person or…

Marketing Automation: Privilege and Process

This post highlights my experience with the start of the marketing automation market, my view on one cause of marketing automation failure, and my advice on how to avoid this pitfall.  Specifically, I’ve witnessed a lot of organizations build a marketing automation system before they have a business process to automate.  Below is my take…