7000+ martech tools; how do you choose? Here's our back-of-napkin framework to assess and “hire” tools for jobs-to-be-done.
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.
Learn how to create a customer journey map to align your teams & understand the data you need to track, attribute & sync across your organization.
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)
Multi-touch attribution is very similar to other data integration problems. Here's how teams like Pollfish, Drift & Lengow are building attribution models.
Sales and marketing don't easily work together. One of our largest Spotted posts addresses the best practices we've seen
Lead scoring is a widely used practice, but arbitrary scores have limited utility. Here’s how we’ve spotted teams using lead scoring & signals.
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.
Your website has the widest reach, but is the trickiest to personalize. Here’s the web personalization trends we noticed B2B teams using.
Scaling SaaS startups generate leads from more channels than ever. Here’s how they’re tracking, unifying and taking action on all of their lead data.