Data flow diagrams are the difference between teams who understand their martech tools & data and those who don't. Here's how to draw yours.
The best practices in finding resources, organizing your teams, and maximizing efficiency across your company.
Personalization is more than “Hi {first name}!”. Orchestration and personalization are two sides of the same coin. Here's our six-part framework.
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.
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)
I hate to admit it, but this is not the first time I’ve heard Sales complain about poor quality MQLs.
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.
These are the exact steps high-performing companies took to knock their free-trial conversion rate out of the park.
I run Hull’s Customer Success department, which I can gladly say is running a sub 1% net churn rate this year. Here's how.
How do you manage perfect customer data with imperfect people? Here are the best practice we've observed in scaling startups
How do you orchestrate all your tools, teams, and data to design and deliver the perfect customer journey
Your customer operations is only as good as your data. How do you get your customer data fit for your customer operations?
Personalized content management is a pain-in-the-ass. Here's how to fix it.
Post Series B, your role as a marketing team expands into four key areas. You’re probably executing the first three already.
Bewildered by 5000+ Martech tools? Unsure of best practices for using marketing technology? How to unify dozens of siloed tools? This customer data management guide is for you.
Despite working in a world of abundant data, our personalization sucks. Why can't we do any better than “Hi {firstname}” ?
Customer profiling builds up an incredibly rich, detailed view of every Amazon customer account. How do you replicate that in your startup?
You need to stop, generic "send to all" broadcasts messages, and start talking to your leads and customers in the way that matters to them.
Your marketing is only as good as your data, and your personalization is only as good as your data. Personalization is powered by your data, which is defined by your ideal customer profiles.
B2B marketing is hard. Using so many tools makes it harder.
The final piece of your personalization strategy is to design your messaging plan.
The purpose of a tracking plan is to define the key stages of your lifecycle, and make sure that tracking is consistent in all your tools.
In sales and marketing, it’s helpful to think of funnels and lifecylces to illustrate how people move towards first becoming a customer, and then becoming a successful customer.