How did today’s known lead become a prospect? Did they click a digital ad on a site like LinkedIn, then check out pages on your company website? Which pages attracted their notice? Did they read a white paper, an executive briefing, or some other piece of digital content? Too often,...
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Suppose that your best friend set you up on a date. After the date, your best friend asks, “How did it go?” Since you’re a quantitative marketer, you put a hidden camera in your jacket so that afterward you could evaluate the engagement level of the date (privacy…what’s that?). You...
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Imagine that you hire a marketing intern, and on day one of the job, they make an odd request: “I want to know everything there is to know about this company’s customers. What can you tell me?” How are you supposed to answer? The scope of the question defies...
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One of the most predictable patterns in a free market is consolidation. It signifies that a market has become valuable and competitive. However, consolidation can be unpredictable for the companies involved and customers who depend on their products and services. Martech is no exception to this trend. By most accounts,...
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Funnels are a terrific tool for understanding how a sales and marketing operation works. In fact, when I would join a new company, getting the data and creating the funnel would be one of the first things I would do as the new VP of marketing. The reason funnels are...
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Full Circle Insights was founded in 2010 on the idea that you shouldn’t need a PhD in statistics to understand what’s happening with your marketing campaigns. We think it should be easy for you to get bullet-proof data that is credible throughout your organization, and over the last several years,...
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With the emergence of marketing automation solutions in the last 10 years, the automation of the last department in B2B companies has truly begun. Today over 6,000 martech startups have emerged to address many niche aspects of marketing automation and populate Scott Brinker’s B2B martech landscape. I had an investor...
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[in-sahyts ih-kon–uh-mee] Noun: All activities related to the production, consumption, and trade of insights. If you are reading this, chances are you have probably chosen already to contribute to the Insights Economy, and by the end of this discussion, I hope you will see that the Insights Economy is something really...
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This is the third in a series of blogs about the CMO / CFO relationship and with my interviews with Don Hawley, multi-time CEO and former CFO of Worlds of Wonder, the 1980s toy company that grew explosively and was famous for Teddy Ruxpin, the talking teddy bear. ...
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This is the second blog in the Chief Marketing Officer and Chief Financial Officer communication series featuring my discussion with Don Hawley former CFO and CEO, now president of DLH Consulting and Vistage Chair. BC: When we spoke a few weeks ago you mentioned to me how important it...
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