A desire to be more relevant— segmenting communications and delivering highly personalized customer experiences. A need to better utilize staff resources— gaining efficiencies by moving from manual processes to automated ones. These are all driving motivators for adopting a marketing automation platform (MAP), yet some marketers are highly successf...
No one could have predicted the devastation of the COVID-19 pandemic, the drastic impact on business operating environments, or the resulting economic downturn. However, as Charles Swindoll so aptly imparted, “Life is 10% what happens to you and 90% how you react to it.” Box, a leader in cloud content management, is a prime example. They actually e...
Call it “Jumanji of 2020” or whatever you want, but the past few months have been...really weird. To say it’s been a lot of pressure for marketers is an understatement. Truth is, many of us are feeling what’s called “Crisis Fatigue.” If you’re feeling tired or just plain worn out and sleep alone isn’t doing the trick, give yourself some grace. Unde...
Andy Stanley once said, “The greatest motivator of change is a crystal-clear vision of what the future should look like.” Such an appropriate quote, especially when looking to make a marketing impact. As one marketer to another, I ask you: what’s your vision, and what do you need to change to get there? Thanks to the COVID-19 crisis, many organizat
In a crisis, it's hard to find the right marketing message that isn't tone-deaf, comes across as genuine, and provides value and impact. The feeling of, "what can I say that would have any meaning?" is real. In this post, we provide practical examples of how organizations have adjusted their message to communicate their brand message with grace.
It’s safe to say that our current climate has caused quite a bit of change across just about every organization. Whether the normally frenetic pace of business has seemingly come to a complete halt, or your organization has experienced a massive surge, it’s clear that we’re treading in new territory. Stanford economist Paul Romer once said that, “a
History has repeatedly shown that during recessions, the companies that are quick to make deep cuts don’t come out on top. Regardless, during uncertain times, some tightening of the purse strings is expected...and many times, marketing seems to be first up on the chopping block. Of course, the challenge that arises with the knowledge that you need
The evolving COVID-19 pandemic continues to impact all industries in different ways. However, one thing remains constant across just about all verticals: now more than ever in this age of digital disruption, the ability to be agile and adjust the marketing sails of your ship is critical. Between canceled events, deployment of COVID-19 emails, the t
Mistakes happen. Let’s be honest...Marketo isn’t exactly easy to use. And, who hasn’t made a mistake? I remember my first day as a Perkuto employee. It was late in the day, and my team and I were rushing to get one last message out the door. (sound familiar?) In our haste, we accidentally deployed a promotional message as an operational message, so
An exploding MarTech landscape. A heightened emphasis on marketing operations. One of the fastest-growing careers in marketing — these are the signs of a thriving MOPS environment. As this industry continues to grow, we started asking how different leaders found their way to marketing operations, and what they see in store for the future. For this
As the MarTech landscape explodes, marketing automation becomes table stakes for organizations, and new career opportunities emerge, it comes as no surprise that many top MOPS leaders have had a less-than-linear journey to their current role. Yet, once they stumble upon the marketing operations niche, they’re hooked. As this industry continues to g
Creating a memorable customer experience...admittedly, there are days when this feels like an insurmountable task. I’m sure we’ve all heard that the human attention span is at its lowest ever, clocking in at a whopping 8 seconds. (That’s one second less than the attention span of a goldfish, to give you context.) Combine this with an estimated 4,00
Burnout is a word that’s been part of our lexicon for decades. It’s a word that’s tossed around a lot—so much, in fact, that its meaning, and the legitimacy of what is recognized as an actual psychological syndrome, has been diminished. For marketing operations professionals, job stress and burnout are all too real. The Toll of Ongoing Work-related
Google the phrase “break through the noise” and it generates over 573,000,000 results. Obviously, a topic that’s top of mind for many marketers, amidst the ongoing quest to boost open rates and improve customer engagement. In fact, according to Forrester, 72% of businesses say improving customer experience is their top priority. What’s one of your
If we were to alter Samuel Taylor Coleridge’s famous line from “The Rime of the Ancient Mariner” to describe marketing data collection practices, it would probably sound something like this: “Data data everywhere and not a field in sync…” Much like the original version of the quote, the point is, we’re surrounded by substance—data—but that data is