Practical thinking on marketing automation, data strategy, customer experience, and the systems that make modern marketing organizations run.
Whether you're on Marketo, Eloqua, HubSpot, or SFMC — knowing how to design best-practice customer journeys inside your MAP is non-negotiable. Here's how to do it right.
Launching a campaign is the beginning, not the end. Here's how to build an optimization practice that actually improves performance over time.
Email has outlasted every 'email is dead' prediction. Here are the best practices that still matter — and a few that need updating for where we are now.
Your automation platform makes it easier than ever to reach contacts. That's exactly the problem. Here's how to keep your audience engaged without burning them out.
If you're managing subscriber data in SFMC, this distinction matters more than most people realize. Here's a clear breakdown of when to use which — and why most enterprise teams should default to Data Extensions.
The average enterprise marketing stack has ballooned to dozens of tools. Most teams are underutilizing the majority of them. A stack audit tells you what you have, what you need, and what's quietly draining budget.
Every MAP vendor will show you the most impressive features in the best possible light. Here's how to evaluate what you actually need before you get dazzled.
The landscape has shifted faster in the last two years than in the previous five. Here's what's actually moving the needle right now — and what's just noise.
Building a customer journey is easy. Building one that performs — and keeps performing — is a different challenge entirely. Here's what separates the two.
Before you automate anything, you need to understand what you're automating. Process mapping is the step most teams skip — and it's why their automation programs underperform.
Not every customer needs the same level of engagement from your team. Understanding the high-touch vs. low-touch distinction — and building your programs around it — is one of the highest-leverage things you can do.