Marketing Action Blog

Sales & Marketing Alignment: A Pragmatist’s View

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The term “sales and marketing alignment” is at the top of today’s Business Buzz Words list, as evidenced by the sheer magnitude written on the topic. (A quick search returns over 22 million results. Modify the term slightly and the results become seemingly infinite.) It’s good news. Most companies are keenly aware that the notorious… View Article

How Engagement Affects Email Deliverability

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Back in August 2013, I wrote a blog on 5 Keys to Email Inbox Delivery, which identified engagement as the Number One key to optimal email delivery. In the blog I briefly touched on how engagement is a metric used to determine which customers are interacting with your emails, and in what ways, such as… View Article

Health Care Marketing: Personalization, PHI, and Preference Centers

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Digital marketing in a highly regulated industry can be extremely challenging, and that’s especially true for the health insurance industry. Health insurers have a wealth of highly individualized data available to them about their members: Demographic information is captured when people sign up to receive coverage. Claims information is captured every time a member goes… View Article

Got CRM? Why You Need Marketing Automation Too

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A few decades ago, when I was a green B2B inside sales rep, we kept customer histories by hand on 3×5 cards and stored them in a “tickle” file organized by date. You’d have a conversation with a prospect, make notes on the card, jot down when next to call the prospect, and then slot… View Article

Sales and Marketing Alignment: the Essentials

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It’s a legendary conundrum: Sales and marketing cooperation is hampered by a lack of communication and agreement. Often the two teams are much like Mars and Venus, with different objectives and different styles – not to mention different ways of being judged by management, and different metrics. The first step to fostering cooperation is for… View Article

The Modern Marketing Agency Pitch

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Back when I worked at a marketing agency, assembling a client pitch was like putting on a really big show. There would be a flashy presentation, imaginative props, samples of creative executions, and of course, a heart-tugging story to tie it all together. Seriously, it was a huge deal. One pitch included a battered-looking suitcase… View Article

Customer Lifecycle Marketing: Reporting, Part 2

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This series looks at the five sequential stages in the B2B marketing lifecycle, and discusses the key metrics for each that can be used to gain key insights. In Part 1, we covered the first two stages: Attract and Capture. These are typically the stages that garner the most attention, as lead generation remains the… View Article

 5 Tips for Marketing in a Highly Regulated Industry

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Marketers working in highly controlled industries face multiple challenges when it comes to reaching their audiences in a personal, relevant way. Industries such as financial services and healthcare have a variety of protocols around how they can market to consumers – especially where personal or financial information is concerned. In the new world of marketing,… View Article