Category Archives: Publications

How an Analytics Mindset Changes Marketing Culture

The most significant culture shift today for marketing teams is adopting an analytical marketing approach. Change has been forced on us, due to the steady creation of new digital channels that have affected customer expectations. The problem is that while marketers are thinking differently about their data, in many cases they’re not acting differently based on what the data is telling them. At SAS, where I work, we’ve built an analytical culture by focusing on three approaches.

Using Data to Change the Status Quo

How often are you relying on gut feelings to make decisions? We all rely on it more than we care to...
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What Marketing Automation Success Looks Like

Marketing automation has dramatically increased the effectiveness and efficiency of finding, nurturing and converting customers. But there are challenging obstacles to marketing automation success. Marketing automation streamlines marketing processes to improve time-intensive tactics such as lead nurturing, the most important objective for agencies. Reaching out to individually nurture leads one at a time isn’t realistic for most companies and takes a huge amount of time for the ones that do. Marketing automation’s strength is that by segmenting leads based on interests and stage in the buying cycle, you can have a one-on-one conversation... with thousands of people at once. Obstacles to Successful...
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Marketing Automation Strategy: Companies Are Adopting Marketing Automation More Aggressively Than Ever

95% of companies use or plan to use marketing automation. Once thought of as just a "buzzword," marketing automation is no longer a niche software only available to a select few. Now, almost all companies are exploring the benefits of marketing automation to drive more leads, close more sales, and optimize their marketing ROI. Virtually all companies believe marketing automation is important to the success of their marketing programs. Case study after case study show the tremendous results from using marketing automation. More leads, more won deals, higher revenue per deal, and shorter sales...
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