Defining marketing metrics that matter—and using them to tell stories about how marketing moves the GTM needle. “To MQL or not to MQL. That is the question.” Even without a Hamlet-worthy skull to hold for Shakespearean-style drama and flare, the dilemma still stands: Do we ditch the MQL or redefine it? For years, marketers have
As the founder of a generative enterprise AI company, I’ve had countless discussions with Marketing Operations leaders over the past 2 years. My company has worked with hundreds of organizations to build internal AI models for automating scoring, qualification, nurturing, and more, and we’re now running close to half a billion daily predictions for them.
Of course every business wants to close more deals, but the cold, hard truth is: gaining a customer you can’t keep isn’t scalable. According to FirstPageSage, the average customer acquisition cost (CAC) for B2B tech companies is $720. And, if your organization leans heavily into PPC and SEM, it’s even higher at $841. With the
The MarTech landscape is bigger than ever in 2023 – standing at 11,000+ solutions (an 11% increase from last year). Yet, this doesn’t necessarily mean marketing operations teams are eager to continue adding tools to their stack. In fact, we’ve seen the opposite. Marketing operations teams are starting to reconsider the tools in their MarTech
Marketing operations have been around for decades, but it was not until the rise of MarTech that the industry experienced significant growth and evolution. In this blog post, we will take a closer look at the history of marketing operations and how it has evolved into the MarTech industry we know today. Marketing Automation in
Marketing is a dynamic landscape where innovation and technology blend to craft strategies that resonate with audiences in profound ways. The fusion of marketing and technology, known as MarTech, stands at the forefront of this evolution, offering a suite of tools that empower marketing professionals to execute their visions with precision and creativity. This guide
While AI and marketing may seem like science fiction, there are already many products and organizations using AI in different ways. As a marketing ops professional it’s critical you have a strong understanding of the applications of AI marketing so you can set your organization up for the future. What is Artificial Intelligence Marketing? Marketing
“So, what are our plans for next year?” This probably sounds like a familiar refrain right about now. The weather turns cooler, the pumpkins proliferate, and marketing organizations start to line up their priorities for next year. But the reality on the ground is that marketing is often an exercise in doing and not so
Have you been pouring dollars and process improvements into your marketing stack for years, but find that you still can’t tell if your plans are succeeding? Aligning planning—where resources, money, time, and people are allocated to achieve goals—with outcomes themselves often proves elusive for marketing departments. Spreadsheets and slides provide limited to no visibility into
Released in the fall of 2021, Apple’s Mail Privacy Protection (MPP) brought panic to the email industry. Since then, many articles have been written about the death of open rate and even email marketing itself. Open rate, regarded already by many marketers as a vanity metric can no longer be an email engagement benchmark, and
