Digital Marketing

Machine Learning’s Secret Sauce? Getting Your Data Right

PHOTO: catherine When it comes to new marketing technology obsessions, it’s easy to see why the likes of artificial intelligence (AI), cognitive computing and machine learning generate such hype. These evocative-sounding technologies conjure images of a brave new world where marketers can sit back, relax and let the machine do real-time, personalized, one-to-one marketing with effortless ease. 'Intelligent' Tech Needs Trustworthy Data...

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The Dirty Secret of the SaaS World: Customer Churn

PHOTO: Nik MacMillan We recently met with an early investor of ours, who shared with us an overriding concern he has with his SaaS portfolio companies — churn. He said to us, “churn is the dirty little secret in the SaaS world. If you could figure out how to reduce churn for SaaS companies that would be really valuable.”   My initial reaction...

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What is Marketing Automation and How Does It Help Marketers?

PHOTO: Thos Ballantyne Marketing automation is the process of using software to complete repetitive marketing tasks designed to nurture sales leads, personalize marketing messages and content and in the process, save marketers’ time and effort. By automating many of these tasks, users can more effectively send the right message, to the right user at the right time, according to Chris Davis,...

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Still Pushing Product? Time for a Reboot

If your marketing and sales approach starts with your product, all of your pitches will fall on deaf ears. PHOTO: Michael Prewett Look around you. In every aspect of society, all around the world, the way we’ve always done things has changed or is in the process of changing. We aren’t buying CDs, we’re streaming music. Video games are more popular than movies....

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Why Content Governance Is Key to Taming Content Chaos

Without a strong content governance framework in place, you open your organization up to brand damage or worse. PHOTO: Erik Eastman Large organizations are publishing more and more content across more and more channels. But combine that scale of content produced on a daily, or even hourly basis, with the diverse skill sets of the content creators, and bad processes such as checking...

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The Quality vs. Quantity Debate in Content Marketing Continues (Sigh)

Why would it even be a question if content marketers should publish quality content or not? PHOTO: Patrick Tomasso Recently, many of the experts you know and love predicted that content marketers will focus on quality not quantity in 2018.  This bothers me. Why is this treated as a groundbreaking prediction? Shouldn’t we have been focused on quality all along? Publishing For...

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Ditch the Trend Predictions and Reflect on What Matters

Trend decks inspire anxiety, which in turn inspires bad decisions, which in turn benefit no one. PHOTO: Verena Yunita Yapi Peter Drucker once famously advised business leaders to “follow effective action with quiet reflection.” Unfortunately, in the modern era of hyperconnectivity, quiet reflection has become something of a lost art. In theory, the beginning of a new year is a perfect time for reflection. With the breakneck pace...

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The Power of Minimum Viable Products (and the Key to Their Success)

Minimum viable products provide value to early adopters at the same time they provide valuable insights to growth marketers PHOTO: Kelly Sikkema If you’ve worked at an early-stage tech company or spent time with product management colleagues, you’ve undoubtedly heard the term “MVP” — and not just in reference to talented basketball players like Stephen Curry, Kevin Durant or LeBron James. No, the MVP I’m talking about is...

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8 Things Social Media Marketers Need to Know About Facebook’s News Feed Changes

Businesses need to be prepared for news ways to show up prominently in Facebook's News Feed through organic posts. PHOTO: English106 Facebook has announced it will prioritize "meaningful, social interactions" within the news feed in algorithm updates, in order to better connect users to meaningful posts between friends and family.  What does this means for marketers who run business Facebook pages? Facebook will show less of that...

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Marketing’s Chicken or Egg Silo Problem

Oftentimes attempts to solve the internal silo problem results in treating the symptoms, not the cause. PHOTO: Jairo Alzate Stop me if you’ve heard this before: “break down silos to create a better customer experience.” This mandate is equal parts grand vision, strategic goal, and, if history has anything to say about it, frustrating pipe dream.  It’s been more than a decade (2004) since Gartner introduced the idea...

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