Recent articles

Customer Data Integration Best Practices at Any Scale

The data you need in one tool is usually in another. This guide covers how & why to use choose the right customer data integration method for your businesses maturity.

Choosing Your Marketing Technology Stack in 2018 (The Martech Napkin)

7000+ martech tools; how do you choose? Here's our back-of-napkin framework to assess and “hire” tools for jobs-to-be-done.

Creating a “Single Source of Truth” for Your Customer Data

Learn how to create a golden customer record from all your customer data to act as your single source of truth for all your tools and tools. Part of The Complete Guide to Customer Data.

Recommended reads

How to Build a Better Qualified Lead

You must pinpoint "fit" and "intent". Weak mid-funnel marketing fails to qualify leads. Here are the best practices we've seen data-driven marketing teams use.

Customer Data Integration Best Practices at Any Scale

The data you need in one tool is usually in another. This guide covers how & why to use choose the right customer data integration method for your businesses maturity.

How to 10X your Account-Based Marketing with the Reveal Loop

With advanced ABM, “not enough data" is rarely the underlying problem. Your problem is tying all this data together.

All articles

1st October 2018

Customer Journey Mapping, Analytics & Attribution Modeling

Learn how to create a customer journey map to align your teams & understand the data you need to track, attribute & sync across your organization.

30th September 2018

How to create an ideal customer profile & data model

Ideal customer profiles (ICPs) enable strategic focus and define your customer data model. We recommend every team starts here. (Part 1 of our 7-Part Beginners Guide to Customer Data)

25th September 2018

Spotted: Multi-Touch Attribution Modeling

Multi-touch attribution is very similar to other data integration problems. Here's how teams like Pollfish, Drift & Lengow are building attribution models.

18th September 2018

Spotted: Sales Marketing Alignment in 2018

Sales and marketing don't easily work together. One of our largest Spotted posts addresses the best practices we've seen

12th April 2018

Spotted: Lead Scoring & Signals

Lead scoring is a widely used practice, but arbitrary scores have limited utility. Here’s how we’ve spotted teams using lead scoring & signals.

5th April 2018

Spotted: Data Enrichment Tools & Best Practices

Almost every team we work with at Hull uses data enrichment to qualify leads, personalize messages, and fill in their profiles. Here’s the best practices we’ve spotted.

26th March 2018

Spotted: Web personalization for B2B

Your website has the widest reach, but is the trickiest to personalize. Here’s the web personalization trends we noticed B2B teams using.