Despite the name, lead scoring can be applied to leads, customers, clients, visitors, users, subscribers…in fact, anyone who interacts with your brand. In its most basic form, contacts in your database are allocated a single score. As these contacts interact with your...
How do you compare? There is now a huge amount of noise around marketing automation and benchmarking your progress against your competitors can be difficult. Some companies are making big claims about their capabilities, but fear not, much of this is hot air – you...
Part 3: Analysing your results In part 1 we covered how to choose the software you need to prove value quickly and in part 2 we looked at how to design, build and deploy campaigns. This week we look at how to present your results. *** It’s nearly time for the big...
Part 2: Designing, building and deploying your campaigns This is the second in a series of three articles on how to prove the value of marketing automation quickly. You can find the first here: Part 1: Choosing your software Now you have the tools you need, it’s time...
We recently did some work for a magazine publisher in the UK. Their marketing automation system was brand new and they had spent a huge amount on setting themselves up to deliver epic eCRM programmes over the next five years. We started work and while the eCRM...
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