Category: Marketing automation
-
You Ask, I Answer: Automation In a Recession?
Ann asks, “In the “great recession” is finding ways to automate process and free up time find efficiencies the biggest challenge for agency managers and leads?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may…
-
You Ask, I Answer: Google Analytics 4 and Lead Scoring?
Marcio asks, “Can you connect data from Google Analytics 4 into a lead scoring model via marketing automation?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer? Submit it here! Subscribe to my weekly newsletter for more useful…
-
Google Analytics 4 or Bust: Lessons from Google Marketing Live 2021
At the recent Google Marketing Platform’s Google Marketing Livestream virtual event, Google previewed a bunch of changes coming to the platform as a whole, but some of the features that most stood out were: Customer Match: the ability to encrypt and upload your customer data lists for ad targeting purposes – will be open to…
-
How to Think About Gating or Not Gating Content
There’s an endless debate in marketing – B2B marketing especially – about whether you should gate content or not. Let’s review some of the arguments for and against. In Favor of Gating Gating content, on the surface, makes logical sense. You as the marketer are providing a trade – information for information. It’s a barter.…
-
Marketing Data Science: KPIs Are Notification Thresholds
I was watching a session from the R Studio Global Conference recently, on dashboards and dashboard fatigue, and this quote from Sean Lopp really stood out to me and changed my thinking about KPIs (key performance indicators) and how we use them: “KPIs are notification thresholds.” In retrospect, this should have been obvious to me,…
-
Assessing a Marketing Automation Problem
Jim wrote in, "Hi Christopher – our question is about Twitter mainly. Our organization name is related to the name of many local, unaffiliated organizations. We’ve distinguished ourselves by adding "national" in front of our name, but every day, many times a day, people confuse and tag us in tweets about one or more of…
-
You Ask, I Answer: Best Landing Page Platforms?
Chavie asks, “I’m creating a landing page for a client who has a website but a really wonky one, and they don’t want to use the LP long term- is there a platform that would let them pay per month and then stop paying when it’s no longer live? What are the best planding page…
-
You Ask, I Answer: Mass Connection Requests on LinkedIn?
Darlene asks, “I’m getting lots of connection request sales pitches on LinkedIn. Does this spray and pray technique actually work?” Yes and no. It works in the short term, but is deleterious in the long term. It’s a favorite tactic to be automated, which means your account is at high risk of being banned. What…
-
You Ask, I Answer: Statistical Significance in A/B Testing?
Wanda asks, “How do I know if my A/B test is statistically significant?” Statistical significance requires understanding two important things: first, is there a difference that’s meaningful (as opposed to random noise) in your results, and second, is your result set large enough? Watch the video for a short walkthrough. Can’t see anything? Watch it…
-
You Ask, I Answer: Prioritizing Your MarTech Stack?
Ted asks, “How do you prioritize building an organization’s MarTech stack? How do you build a foundation that you can add to over time?” One of the biggest pieces is going to be your database environment, followed by your overall tech platform. Many companies have a major tech provider, and that puts some constraints on…
