Is Your Marketing Department In A “Best Practice” Rut?
Recently, I was talking to my VP Marketing about best practices in what we do, and he expressed his frustration that so often we hear…
Who Owns the Pipeline: Sales or Marketing? That’s the Wrong Question.
Sales and marketing have been fighting over who owns the pipeline since the pipeline was invented, but lately, it’s started to look as though marketing…
Why Content Strategy Is Still So Confusing for Marketers (And How to Simplify It)
I have developed strategies for content marketing for years now, and even I still need to rethink the elements that go into them. There are…
Attribution | Business Leadership | Marketing Technology
Revenue-Based Compensation: Coming Soon to a Marketing Job Near You
There’s a lot of talk about revenue attribution in marketing these days. Tying marketing activities directly to the organization’s revenues has the potential to elevate…
Business Leadership | Marketing Technology |
In the Era of Tech-Driven Marketing, Marketing Enablement Is No Longer an Option
Plug “sales enablement” into Google and you’ll return nearly 2.5 million hits. Google “marketing enablement” and you’ll get a tenth of that number. There’s not…
Marketing Technology | Marketo |
The #1 Forgotten Thing in Marketo That Could Compromise Marketing’s Impact
For years, marketers got away with creating beautiful advertisements, amazing copy, and that was about it. There was no way to know what worked, and…
Marketing Technology | Marketo |
Power to the Power Users: Effective Folder Structures
I’ve been working with my coworker Kiyana as she gains exposure to more Marketo instances beyond DemandLab’s own setup. And the experience of seeing how…
Walking the Tightrope between Supporting Optimistic Goals and Managing Realistic Expectations
We all think we’re superhuman at times, so it is not uncommon to start out a project with lofty, optimistic goals. However, in the race…
Marketing Technology | Marketo |
How to Triage an Out-of-Control Marketo Instance in 3 Steps
At some point in your marketing operations career, you may find yourself taking over a Marketo instance. When that happens, these three steps will save…
5 Reasons Your B2B Marketing Personas Aren’t Working
Virtually nonexistent 10 years ago, marketing personas are widely used today. But few marketers are seeing optimal value from this powerful marketing tool. If you…