Strategy
Articles in Strategy from Marketing Tech Stack.
No Cookies? No Problem. Intent Marketing to the Rescue!
With third-party cookies doling out their last crumbs until Cookiepocalypse implodes in 2023, first-party data will become more important than ever. Why? Without all the great third-party data that comes from those little cookie crumbs, you’ll be left to mine customer insights from your own sites to create your marketing strategy. While a cookieless future […]
Pitching Martech to the Dunder Mifflin Team (Or Your Own Team)
Pitching new martech in a way that actually gets buy-in (and eventually, broad adoption) can be tough. You need to find the right spin for each decision maker, influencer and even those good ol’ challengers. This article takes a look at how we would position a martech stack to a well-known organization with a wide […]
Cookieless Reporting: That’s the Way the Data Crumbles
Just for fun, let’s imagine the late great Don LaFontaine (aka the King of Movie Trailers) voicing this intro: IN A WORLD WITHOUT COOKIES, marketers will face grave challenges. The digital universe as they know it will change. How will they track and measure campaign impact? How will they prove the VERY WORTH of their […]
Customer Data Platform (CDP), or, Where Should the Data Live?
Hey, got data? No doubt you do. The question is, where you got data? In a lot of organizations, customer data tends to linger in varying systems used by departments ranging from sales to customer service to product development to, obviously, marketing. Then there’s all the data customers leave behind every time they interact with […]
So, What Is Predictive Lead Scoring, and How Can It Help?
Let’s imagine your sales team is completely overwhelmed with marketing qualified leads. They’ve asked you multiple times to stop all marketing, to take a sabbatical and learn soap making or basket weaving. But your manager just sent an email with an idea for a new campaign. What now? Back before fancy technology like machine learning, […]