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Explaining Predictive Algorithms… to Your Grandma

It’s nearly impossible to comprehend the amount of data available to businesses today. More than 2 quintillion bytes of data—that’s 18 zeroes—are created in a single day. What are marketers doing with all that information? They’re finding better ways to sell, of course. Using data-driven models of consumer behavior, marketing teams are optimizing the...

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Here’s Why You Should be Mapping Out Your Customer Journey and How to Get Started

The path to purchase is not a linear one. Customers have a million and one ways to interact with our business, both before and after they make a purchase. An interesting thread recently came up in the MO Pros #strategy channel about mapping out the customer journey of a closed-won account: Great question, Tony!...

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Marketo + Google Sheet Hack for Online Event Management

As many of our offline events are turning virtual, my team is being slammed with webinar projects (really testing that Marketo <> Webex integration here). Additionally, all of our PMMs want a consolidated place to list all of their webinars (because, why wouldn’t you?) and to also be able to update “Register” links with...

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What Does a Marketing Operations Person ACTUALLY Do?

As my CEO, Justin Gray, puts it, “Marketing Operations is two words for a reason: Marketing = Should you? Operations = Can you?” Executed properly, marketing operations has its hands in the strategy behind the alignment of the people, processes and KPIs of the marketing organization. Success means keeping the structure strong to support...

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