How to Track and Measure Website Analytics

Let’s Talk Analytics When I’m talking to marketers one of the biggest questions I get is about web analytics. It feels a little bit like analytics is uncharted territory and there is a lot of confusion on how to set up an effective analytics strategy. In the early days of my web career I would…

10 Inspiring Tips from Moms in Marketing

“At the end of the day my most important job is still mom-in-chief.”  – Michelle Obama You don’t have to be a former First Lady to know the special call of motherhood. The work-life balancing act, the late night pampering and early morning meetings, and muting conference calls at a soccer game are all a…

5 Best Practices for a Successful Lead Scoring Model

There are some common scoring and grading scenarios that B2B companies may encounter when setting up a lead qualification model.  And how to handle the different combinations of lead scores and grades vary from company to company.  According to a study by Spear Marketing, 68% of B2B marketers are employing both behavioral and demographic scoring….

How to Adapt Your Marketing to a New Reality

When your business is centered around travel and the world suddenly comes to a standstill, your life and your business changes in an instant. That’s the situation Meagen Eisenberg and her team recently found themselves in.   Meagen is the CMO of TripActions, and when everything in the world started to shift, she was thrust into…

How to Qualify a Lead with Marketing Automation

Lead quality has long been a point of contention between marketing and sales. What if you could turn that contention into contentment?   How? By integrating a marketing automation platform. One of the reasons that our sales team loves using marketing automation is because of its lead qualification capabilities.  Lead scoring and lead grading are two…

How to Map Your Marketing Content to Align With Your Customer Journey

Long before the luxury of the Global Positioning System (aka GPS) guiding you every step of the way, there was such a thing called a map. We relied on it to get us from one place to another without getting lost.  Mapping your marketing content across  the customer journey is an effort to accomplish that…