Marketing Automation

What holds back marketers from creating one-to-one experiences?  Well, a lot of things, it turns out.  Lack of data, too much data, not understanding a customer’s journey, too much focus on journeys – the list is endless.  In the past, we’ve created rules engines to try to create personalized experiences, but we are finding that […]

The communication between your marketing and sales teams can be compared to the sync between Marketo and your CRM. If the sync between Marketo and your CRM is not 1:1, information becomes misaligned—database sizes might not match, record information may vary, etc. It causes marketing and sales efforts to be wasted. Communication is key. Whether […]

When I first heard the news that Adobe was acquiring Marketo, my first thought was ‘Wow, this immediately resets the Marketing Automation and Experience Management software platform market.’ In many ways, this was a long time in the making. In others, it will fundamentally transform the way customers consume, engage, and experience content and messaging. […]

As your marketing automation platform grows, it is important to keep a solid foundation for consistency and efficiency. If you have goals of scaling your efforts, it is worth looking into a global governance program before you start to scale. Our team has created this handy infographic to help you determine if you might be […]

When you hear you need to migrate your marketing automation platform, I would bet your first thought isn’t “Wow, I’m so excited for this!”. I am willing to bet your reaction more likely falls somewhere between anxiety and frustration. After all, the detailed marketing plan you created didn’t include this. It didn’t allow for downtime […]

When it comes to handling user information, safe and secure are two practices that come to mind almost immediately. No one ever says, “Hey! Let’s open our database to the entire internet.” That would be crazy. Imagine you’re the user (this shouldn’t be hard) submitting your personal information on a website to a company you […]

In Part One: Building Your Team, we learned how to create the right ABM team. Now it’s time to take your newly aligned team and ease into the ABM depths. But before diving into creating a program and tracking down your accounts it’s important to take a step back. What is the point of your […]

When asked to explain ABM I often find myself gravitating towards one word: efficiency. Think of the last time you watched a professional athlete – zero wasted movement or effort. Each motion rehearsed to be as efficient and effective as possible. Doesn’t it make sense that our marketing and sales efforts should be the same? […]

As the General Data Protection Regulation (GDPR) deadline approaches, we’re seeing two general trends: 1) Marketers are moving away from their reliance on third-party data and 2) Upcoming changes to European data privacy rules restricting the use of cookies, meaning that companies will face challenges in tracking prospective customers across the web. As GDPR is […]

Developing a Target Account strategy can seem like a daunting task. With so many stakeholders, politics and opinions to take into consideration, it’s often a task that is pushed to the wayside. Besides, an ABM platform is what you really need, right? …wrong. You can’t buy your way into an ABM Strategy and the same […]

Bidding automation within paid search, while a very exciting opportunity, can be a frustration for advertisers. For advertisers with specific and/or complex bidding needs, tools like Smart Bidding just aren’t flexible enough. Numerous bidding automation tools exist to help companies face these challenges. In a recent blog post, Tania Lau of  Perficient Digital discussed her favorite […]

Bidding automation in paid search is a hot topic and a growing area of opportunity for profit-minded advertisers. As the scope of digital marketing programs continues to increase, sophisticated bidding tools can provide greater scale and precision to reach optimal return targets. It’s no surprise that AdWords has been emphasizing its own Smart Bidding tools. […]