All articles

4th December 2017

How to Make Sales Fight Over Your Marketing Qualified Leads

I hate to admit it, but this is not the first time I’ve heard Sales complain about poor quality MQLs.

28th November 2017

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.

16th November 2017

How to Convert More Free Trial Users into Revenue

These are the exact steps high-performing companies took to knock their free-trial conversion rate out of the park.

23rd October 2017

How Hull Achieved Less than 1% Net Churn Rate

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.

4th October 2017

Customer data governance for scaling, squabbling startups

How do you manage perfect customer data with imperfect people? Here are the best practice we've observed in scaling startups

14th September 2017

Coordinate all your tools, teams, and data with cloud orchestration

How do you orchestrate all your tools, teams, and data to design and deliver the perfect customer journey

30th August 2017

Data cleansing: How to wipe out your 34 layers of customer data puke

Your customer operations is only as good as your data. How do you get your customer data fit for your customer operations?

23rd August 2017

Customer journey mapping in real-time

Customer journey mapping should be more than a pretty picture. They come alive with real-time data.

17th August 2017

Content Mapping to Fix your Stone Age Messaging

Personalized content management is a pain-in-the-ass. Here's how to fix it.

11th August 2017

Lifecycle Marketing: The fourth marketing key beyond Series B

Post Series B, your role as a marketing team expands into four key areas. You’re probably executing the first three already.

8th August 2017

Customer data model: How the customer stack simplifies everything

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.

7th August 2017

Beyond personas: How to build an ideal customer profile process

If (and only if) you have a clear ideal customer profile, then you can align and optimize all your customer-facing teams to pull in one direction.

2nd August 2017

Dynamic Content Beyond "Hi {firstname}" for Advanced Growth Teams

Despite working in a world of abundant data, our personalization sucks. Why can't we do any better than “Hi {firstname}” ?

1st August 2017

How to build a B2B customer profiling strategy like Amazon would

Customer profiling builds up an incredibly rich, detailed view of every Amazon customer account. How do you replicate that in your startup?

25th July 2017

Customer data integration: How to fix your SaaS fRaNkenSTaCk

Your customer data is all over the place. But how do you bring it all together?

20th June 2017

120 Segmentation Methods for Advanced B2B Marketers

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.

8th June 2017

Secrets of Segmentation Strategy

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.

13th April 2017

Marketing tools assessment: Have you made a “Frankenstack” ?

B2B marketing is hard. Using so many tools makes it harder.

2nd November 2016

Create a Messaging Plan To Scale Personalization

The final piece of your personalization strategy is to design your messaging plan.

2nd November 2016

What Does Your Customer Lifecycle Look Like?

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.

2nd November 2016

Create a High-Level Tracking Plan To Track Your Customer Lifecycle

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.

6th September 2016

Learn customer data management

Master customer data management with our five-part series