Your ABM Is Just a Merge Field (And They Can Tell)

You built the account list. You researched the logos. You dropped {{first_name}} and {{company}} into the sequence and turned it on. That…

AI Is Supposed to Make Marketing Teams Faster. But faster at What?

Most companies are asking their marketing teams to use AI to increase output. More content, more campaigns, more experimentation. The expectation is…

The Funnel Doesn’t End at the Sale (But Most Reporting Does)

For many organizations, the funnel ends the moment revenue is booked. A lead converts. A deal closes. A transaction clears. And reporting…

Most Businesses Don’t Have Customer Journeys. They Have Complicated Email Blasts.

Most businesses send email. It’s familiar, relatively inexpensive, and easy to activate when something needs attention. Promotions, announcements, newsletters, reminders—email becomes the…

Marketing Experiments Need a Control, Which Needs Control.

Marketing teams are experimenting more than ever. New channels appear. Messaging evolves. Budgets shift. Tools make it easier to launch tests quickly…

You Are Generating More Data Than You Are Using

Most businesses today generate an extraordinary amount of data without realizing how little of it actually influences decisions. Metrics are tracked, reports…

Most Companies Are Remarketing to the Wrong People

Remarketing is often treated as a sign that a company’s marketing has matured. The pixel is installed. Audiences are created. Ads follow…

What is blended Customer Acquisition Cost (bCAC)?

What Is Blended Cost of Acquisition (bCAC)? For all the sophistication in modern marketing, many organizations still don’t have a clear view…