Heuristic attribution vs algorithmic attributionHeuristic Attribution vs. Algorithmic Attribution: A Comprehensive Guide for Organizations When it comes to understanding how marketing efforts drive revenue, attribution is the key. Attribution models help businesses determine which channels, campaigns, or touchpoints contribute most to customer conversions. But not all attribution methods are created equal. At the core, there […]
Marketing attribution is often treated as the ultimate answer to one of the most pressing questions in marketing: What’s driving our results? Yet, many marketers fall into the trap of using attribution models as if they were crystal balls, expecting them to pinpoint a single, definitive cause for a conversion. This approach not only oversimplifies […]
Mastering HubSpot Workflows: Automation Strategies for Every Stage of the Customer Journey Automation is like having an extra set of hands—or ten—working behind the scenes to keep things running smoothly. For businesses juggling dozens of tasks, HubSpot’s workflows are a game changer. They let you automate everything from lead nurturing to internal handoffs, freeing up […]
Data is the heartbeat of any successful marketing and sales strategy, but it’s not just about what data you collect—it’s about how it evolves over time. That’s where HubSpot Contact Property History becomes a game-changer. This feature allows you to track every update made to a contact’s properties, revealing trends and providing critical insights that […]
Why Having a CRM is Essential and Core Elements of an Effective CRM Strategy When I first started working with different businesses on their marketing and sales processes, one thing became quickly apparent—those without a solid CRM system were struggling. Not because they didn’t have great people or great ideas, but because they didn’t have […]
In a world where consumers are bombarded with ads, promotions, and constant sales pitches, many brands struggle to stand out. But then, there are those companies that effortlessly capture and maintain customer attention without being intrusive. What’s their secret? The shift to inbound marketing—an approach focused on attracting customers through valuable, relevant content and meaningful […]
Marketing automation has evolved significantly over the years. What started as a solution to automate repetitive tasks like sending emails or posting on social media has transformed into a sophisticated system capable of delivering highly personalized, data-driven marketing strategies. The driving force behind this shift? Artificial Intelligence (AI)—or more specifically, tools like Adobe Sensei, Salesforce […]
When it comes to marketing, generating leads is only half the battle. You can have a steady stream of prospects filling your CRM, but if you’re not nurturing those leads effectively, many will go cold, disappear, or worse—end up converting with your competitor. That’s why a well-thought-out lead nurture strategy is essential. Creating a lead […]
Customers no longer interact with brands in just one way. They discover products through social media, research them on websites, visit physical stores, and complete purchases through apps or online checkout. The modern customer journey is a winding path of interactions that take place across a variety of platforms and devices. As a result, businesses […]
The world of Customer Relationship Management (CRM) is evolving fast. Today, it’s not just about managing customer data or logging interactions—it’s about creating experiences that feel genuine and personalized. As customers expect more meaningful engagement, both CRM and Marketing Automation Platforms (MAPs) are stepping up, integrating powerful technologies like AI, predictive analytics, and sentiment analysis […]
