Strategy
Articles in Strategy from Marketing Tech Stack.
Pardot Engagement Studio: 6 Steps to an Awesome Inbound Campaign
After lunch, you’re just settling in behind your laptop. You decide to check for any recent conversions in Pardot. You see a name, Victor Hugo, and the time a download took place, 12:30 p.m. You let out a “Booya” in celebration. After all that hard work: writing an eBook, setting up a landing page, and […]
Marketing Personalization: We’re Not Talking “Dear Name” Anymore
Remember the good old days, when marketing personalization was a novelty in your toolbox? I mean, getting that first direct mail postcard with your name in the headline…ah, the feels! Things have evolved, to put it mildly. You can’t just pop your recipient’s name into an email subject or headline and expect it to do […]
Data Privacy & Martech: Protecting Your Visitors (And Your Brand)
Disclaimer: I’ve only visited a law school once, for a few minutes, to admire the library. This article isn’t legal advice. If you’re navigating compliance for your company, working with a legal professional will help ensure you’re on the right track. In 2018, the General Data Privacy Regulation (GDPR) introduced us to terms like legal […]
Sales and Marketing Alignment: Closing the Gap…Like a Boy Band?
What can I say about sales and marketing alignment? When I was a little-bitty editorial assistant at my first post-college job, I shared a cubicle wall with the organization’s top sales rep. Nice guy; he spent a lot of his time on the phone, naturally, and I pretty much tuned him out. Except that sometimes […]
ABM Technology is Cool and All, But ABM Is Really a Strategy
When marketers think about account-based marketing, ABM technology quickly springs to mind: tools that let you find, target, track and convert the accounts you want most. While technology is an important part of the puzzle, it’s easy to be lulled into thinking that in order to do ABM well, you just need to invest in […]