Marketing
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The Best Outbound Channels to Reach Your Customer Base
Outbound marketing means the outreach to a customer, rather than trying to draw them in with compelling content and offers (inbound marketing.) Reaching customers effectively….
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Which Marketing KPIs are Worth Tracking?
Growth marketing is not just about getting more traffic or leads. It is about measuring how people move through the full customer journey and understanding which efforts actually drive sustainable business results. That is why choosing the right KPIs matters. The most important growth marketing KPIs usually fall into a few core categories. First, track…
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Say Goodbye to Gated Content
Say Goodbye to Gated Content A long time ago, I told my team that we weren’t going to gate a very expensive piece of analyst content. It was a vendor comparison, so every other vendor was using it to collect names and email addresses, but in this particular report, our product didn’t look so good.…
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Why Audiences Matter in Marketing
Why Audiences Matter in Marketing Marketing works best when it speaks to the right people, not just more people. That is where understanding your audience and defining your ideal customer profile, or ICP, becomes essential. An audience is the broader group of people who may be interested in your product or service. Your ideal customer…
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Why Should You Track Website Visitors?
Why Should You Track Website Visitors? One of my favorite memories of managing the go-to-market team at Cisco was our optimization meetings. Every week, I’d go through demand metrics with my ops lead, and then every month, my extended team would deep dive into Tweb, content and demand metrics and make decisions on what to…
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The Importance of Inbound Marketing and How to Start Driving Inbound Leads
Inbound marketing matters because it helps customers find you when they are already looking for answers, solutions, or products.
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What is a Marketing Content Strategy, and Do We Really Need One?
What is a Marketing Content Strategy, and Do We Really Need One? Being across both start-ups and companies that have to rebuild their marketing engines has opened my eyes to the importance of marketing content strategy. An engineer has a great idea – and out goes a random blog post. Trend du jour is all…