Confessions
Read candid marketing confessions and practical responses to everyday challenges at work.
Marketing Confession: I Never Revisit My Lead Scoring
Dear Irene, All the best practices on lead scoring say it needs to be an iterative process. I know I’m supposed to revisit things every once in a while to make sure the model is working. I’m a marketer in the 21st century; I’m supposed to learn from the data and get better. I get […]
Our Writer’s Favorite Articles: 2021 in Review
What the Heck is Headless CMS? By Karen Tizer You know what makes an article about martech great? When the author distills a complicated topic so it’s easy to understand. That’s exactly what Karen does in my favorite article from 2021. I’m not too proud to admit that I had a hard time understanding where […]
Couples Therapy: In-house Marketer and Agency
Relationships are hard. It’s no different at the office (maybe even more so when said office is virtual and/or teams are distributed). This can be especially true of the in-house marketer and agency one. To get a perspective from both sides, I sat down with two MTS contributors who have each had a chance to […]
Hey, Marketing Ops, Can’t You Just [Fill in the Blank]?
Dear Irene, In my role of marketing ops, I’m really busy. I make sure our campaigns run on time, keep our systems and tools from becoming a swamp of bad data, and I pull the reports to make sure that our marketing strategy is delivering ROI. For the most part, I feel like my role […]
Sales Rejects All of My Qualified Leads As “Not Leads” – What Do I Do?
Dear Irene, I enjoy my work; I really do. But my sales team seems dead set on rejecting all of the (obviously) qualified leads I’m generating for them! I spend a lot of time creating and gating content, promoting it, converting cold leads and then nurturing them through email. Then the critical moment arrives and […]