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Marketing Strategies Column

Trying to market during this uncertain holiday season? Stay focused on the job in front of you

What we’ve been going through is going to change the face of digital marketing – and you’re helping to shape our history. Stay...

Ryan Phelan | Nov 24, 2020 at 8:00 am ET

Is your transformation strategy really a strategy?

As you move from defining a strategy into planning and execution, if 95% of employees don’t know where you’re going, there’s a 100% chance...

Mark Berns | Nov 23, 2020 at 1:11 pm ET

Is your website at risk for an ADA accessibility lawsuit?

It's not only the right thing to comply to help users, but the majority of lawsuits over compliance with the Americans with Disability Act are...

Richard Horvath | Nov 12, 2020 at 8:00 am ET

 

How to effectively plan sprints for agile marketing teams

Being a little conservative on the commitment at first is better than constantly taking on too much work and not...

Stacey Ackerman | Nov 11, 2020 at 8:00 am ET

Data-first marketing: A strategy to stop wasting 30% of your budget

Focus on the fundamentals ensures the contact and account data generated from our marketing efforts is compliant, marketable, informed,...

Scott Vaughan | Nov 10, 2020 at 8:00 am ET

Here’s how email marketers can stay sane amid this holiday season’s uncertainty

Here are three ways you can navigate the uncertainty and focus on what you need to do to survive hurricanes, elections, COVID, working from home...

Ryan Phelan | Oct 21, 2020 at 12:00 pm ET

What your CMO needs to hear about agile marketing

Here's what to say (and what not to say) to your executive to identify the value of agile marketing and how to give your team the support it...

Stacey Ackerman | Oct 14, 2020 at 8:00 am ET

How to make your data sing

Stop reporting absolute numbers and put your data into context with ratios to engage your stakeholders with the smaller, but important, data...

Alan K'necht | Oct 13, 2020 at 8:00 am ET

Stop forcing your B2B marketing org structure on your buyer’s journey

Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and...

Scott Vaughan | Sep 25, 2020 at 11:00 am ET

This decade’s most important marketing question: What data rights do advertisers possess?

Google's move to reduce advertisers' visibility into search terms reporting raises big questions about data access in the age of automation....

Kirk Williams | Sep 17, 2020 at 9:27 am ET

Predictions for holiday 2020 V400.0? Be ready for anything

Consumer inboxes will likely see a tidal wave of email during the holiday season so let's dive into a few ways to get...

Ryan Phelan | Sep 17, 2020 at 8:00 am ET

3 ways to make your agility during the pandemic a foundational tool for the longterm

To succeed with agile, marketers need to accept imperfection and experiment to fine-tune as you learn more from doing, not just...

Stacey Ackerman | Sep 11, 2020 at 8:00 am ET

How to improve workflow with Kanban

Empowering teams to analyze their current work can uncover bottlenecks that help everyone work more efficiently to complete...

Stacey Ackerman | Aug 21, 2020 at 10:52 am ET

Business stress is no excuse to spam

Look at your email practices and make sure you are not stepping over ethical boundaries by assuming permission that has not been...

Ryan Phelan | Aug 4, 2020 at 10:26 am ET

Here’s an alternative to cookies for user tracking

Instead of having your analytics toolset read a cookie, pass a unique identifier associated with the user ID. Learn how to do it and keep it...

Alan K'necht | Jul 30, 2020 at 11:13 am ET

Rethinking progressive profiling to find out what’s happening with your customers now

Your data might not support you, but asking your customers questions to put them at the forefront of decision-making might get you through this...

Ryan Phelan | Jul 17, 2020 at 12:34 pm ET

Agile estimation techniques help marketers manage workload

Marketers who estimate can be predictable and confident about how much work they can handle and work at a realistic and sustainable...

Stacey Ackerman | Jul 15, 2020 at 8:00 am ET

Create TikTok ads that convert by embracing the platform’s storytelling style

In-feed ads are a great place to start with TikTok advertising but don’t just reuse ads from other...

Evan Horowitz | Jul 2, 2020 at 7:22 am ET

Soapbox: It’s clear the era of traditional mass messaging is over

We need to fundamentally rethink our strategies as we transition from mass messaging to targeted...

Greg Heist | Jun 30, 2020 at 7:36 am ET

Uncertainty and chaos: An ideal time for online events to get a makeover

There is room for innovation from both the hosts and the tech platform to improve the user interface and experience of virtual...

Scott Vaughan | Jun 26, 2020 at 7:10 am ET
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