Exploring what makes marketing deliver results.
Before you put another keyword into a content calendar, ask a less comfortable question: would a customer actually ask about this, and can we give them a useful answer? If the honest answer is no, search volume won’t rescue the article. Would a customer ask you this? Search terms are clues to people’s questions. They […]
You need somewhere useful to send people after they click an ad, follow an email link, or hear about an offer. Whether you need another piece of software to create that destination is a separate…
“Let’s connect marketing automation to the CRM” sounds like a tidy project. Then two systems start updating the same field, an existing customer gets treated like a brand-new lead, and nobody can explain why a sales rep received three copies of the same person. A sync needs some decisions behind it Marketing and sales need […]