All articles

13th November 2018

How to Draw a Customer Data Flow Diagram

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.

30th October 2018

Customer Data Management & Operations without the politics

The best practices in finding resources, organizing your teams, and maximizing efficiency across your company.

23rd October 2018

Orchestration is Personalization at Scale

Personalization is more than “Hi {first name}!”. Orchestration and personalization are two sides of the same coin. Here's our six-part framework.

16th October 2018

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.

10th October 2018

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.

2nd October 2018

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.

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)

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?

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.

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?

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

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.

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.