The most effective email marketing engages customers with the right messages as they move through the buying cycle. Email marketing automation tools are crucial to optimize delivery and manage the…
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Does your AI need a personality?
If you are Amazon with Alexa, clearly your AI needs a personality–Alexa wants to be your helpful friend. You talk to her. She talks back. No problem. But does your business…
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How do you segment your market?
Clients ask us all the time to help them with the right characteristics for personas–which are essentially market segments. We use what we call the A2G framework to help you…
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Everyone says their marketing is “data driven”
I used to like the term “data-driven marketing.” I really did. But I kept running into people telling me that they were doing data-driven marketing when it just didn’t seem…
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Why your sales team thinks marketing is useless
If you are in marketing, you are used to handing off your leads to the sales team and hearing two complaints back: First, the leads are no good. Second, there…
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Are you testing the right things on your website?
It doesn’t happen as much anymore, but it wasn’t long ago that every time I showed slides explaining how Amazon tests every change they make to their website, some wisenheimer…
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What is holding you back in digital marketing?
My days are divided between teaching professionals how to change their careers and teaching companies how to change their cultures–both of whom want to embrace digital marketing. But it takes…
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Half of your audience hates you
The contentious political times we live in offer scant places to hide for the average company. For every Patagonia that wears its collective ideology on its sleeve, there are thousands…
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Digital marketing is less about knowledge than about bravery
I teach digital marketing to many different audiences each year, so you would think that I would place digital marketing knowledge at the top of the heap for leading to…
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How do marketers manage their tech stack?
It wasn’t too many years ago that this would have been a silly question — if you drew a Venn diagram of marketing and technology, it would look like two…
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