Building efficiency in a B2B sales funnel is no small task. Between tracking the buyer’s journey, engaging multiple decision-makers and ensuring marketing and sales alignment, the process can quickly become overwhelming. Add manual follow-ups and the sheer volume of leads, and it’s clear why many businesses struggle to optimize their sales operations.  The good news? […]

Six years ago, I led a website content overhaul that nearly derailed when the product team and sales department had completely different ideas about our messaging priorities. Despite my experience with content strategies, I made a rookie mistake — I hadn’t created a stakeholder map. That experience pushed me to develop a systematic approach to […]

Most organizations use email marketing automation, but does your campaign have the right triggers for your marketing funnel and customer journeys? Are there additional automations that could drive more leads, revenue or conversions for your business? Here’s a blueprint to help you answer those questions — whether you’re optimizing existing automated journeys or setting up […]

Being a marketer in today’s landscape is equal parts exciting and terrifying, am I right? But a marketing audit has never been more crucial. The competition is fierce, and with AI on the horizon, it’s difficult to tell what the future will bring in the next five years or so. If you haven’t revisited your […]

The media shake-up is happening now, and traditional outlets are struggling to survive. Legacy media is clinging to outdated business models like a boomer still trying to print out MapQuest directions. Meanwhile, digital-first creators are raking in views, influence and cash at a pace that makes traditional networks look like retirement homes for irrelevance. Let’s […]

As a marketing consultant, I work on client accounts and ensure their marketing is working (i.e., making money for the business). To gauge marketing success, I particularly like two benchmarks: the cost per lead benchmark (CPL) and the customer acquisition costs benchmark (CAC). These benchmarks are helpful for everyone in business to know, but especially […]

Imagine getting a heartfelt email in your inbox from the CEO of a major retailer because they’re closing their stores. It’s meant to tug on your heartstrings and build a relationship. But if you’re part of the 1.3 billion people worldwide—16% of the world’s population—that have some form of disability, then you probably missed out […]

I didn’t make a year-end CDP prediction for 2025 last year, but if I had, consolidation among independent CDPs would have been my top call. With hindsight, I would have been right. This year marks a shift from slow growth to purposeful growth. We can better understand where the market’s headed by looking at how […]

If you’ve seen the award-winning HBO show “Succession,” you know how dramatic and challenging it can be to adequately succession plan for the next generation of business leaders. I’ve personally worked at companies that took succession planning seriously, and those that didn’t, and the difference was stark. According to this 2023 report, “three years is […]

Being involved in the highly competitive medical device industry means you understand the need for a strong sales enablement strategy to draw in new leads and convert them into believing customers. Beyond that, you need a sales enablement strategy that upholds compliance in a highly regulated field. Having a robust sales enablement strategy can ensure […]

Data-driven development leverages actionable insights to inform strategic decisions, enhancing user experience and increasing engagement. At LightHouse Graphics, we integrate data-driven methodologies to optimize your development process and align with your business goals for scalable growth. Source link Post Views: 10

In the rush to deploy generative AI for marketing, organizations have overlooked one thing: Training. People may assume marketers don’t need it because genAI uses natural language. However, being able to communicate with a technology and knowing how to use it are very different things. A 2024 report from The Marketing AI Institute found that […]

If, like me, you’ve worked in marketing for a long time, then the four Ps of marketing might seem like a throwback. They are a bit, but I’ve worked in marketing for over a decade now, and some things never change. The four Ps of marketing are still foundational today. Those who studied marketing in […]

Dark Mode. The tech industry started buzzing with these two words back when Apple added Dark Mode to its desktop email client in 2018. The following year, Dark Mode came to iOS Mail and other industry heavyweights, including Gmail, announced support for Dark Mode. Litmus’ Email Client Market Share indicates that of the opens tracked, […]