Blog.

Why Marketing Automation is a critical enabler for Digital Transformation. When it comes to digital transformation in marketing, we often see companies focus on technology first. They buy several software solutions and take the plunge without considering the technology's surrounding elements. A year later, we find that organisations have made little progress in business maturity or adoption level. This is because digital transformation is much more than merely buying IT tools and h...

Nurture your way to success. 2020 has changed many things. This age of uncertainty has challenged the norm of how we work and how companies around the world operate. However, there are a few things that - thankfully - never change. Marketing automation is one of these things and has shown to be an important tool for businesses since its inception. Over the last two decades, marketing automation has earned its irreplaceable side by digital marketers. It is the single best tool that...

No one cares about your marketing. It’s 2021, and things are changing.Cars are starting to drive themselves, augmented reality is introducing innovation - as well as Pokemon - into our homes, and Japan has plans to build a robotic moon base by the end of the year. With everything changing so fast, it shouldn’t surprise you that the way we talk about, market and promote our businesses is changing too. Here’s the bitter truth - no one cares about your marketing. The evidence for this...

Turning Quantity into Quality - A Guide to Conversion Rate Optimization. Marketing is often a very unpredictable science as much as it is a corporate artform. Unlike salespeople, so many marketers today struggle to find methods, formulas and principles that work for every kind of lead, circumstance and piece of content. What worked yesterday is not really something guaranteed to work a week - or sometimes even an hour from now. To make matters even more complicated, the marketing m...

5 Demand Generation Trends For More Customers. Does the term inbound-omnichannel-lead-collaborative-content-strategy scare you? In marketing, there are so many buzzwords, trends, tactics and concepts that it’s easy to get swept away by definitions. Sometimes, these words are even used inter-changeably adding more and more confusion to the concept. Demand generation is one of those terms. There is so much confusion surrounding such a powerful concept that marketers often miss out. ...

Always-on campaigns & the art of TLC. Let’s start by correcting a common misnomer. The term ‘always-on’ has been popular in the marketing automation world for a number of years. For many, it means shifting one’s campaign strategy from a one-hit, spray-and-pray approach to a campaign that never ends – one that simply repeats, thereby creating efficiency benefits for the business. That’s a simplified way to consider always-on campaigning, but it fails to consider the effect on...