Strategic Approach to Filtering Competitors from Your Lead Generation Process: A Guide for Marketers and Sales
Recently I heard the question "...should I filter our competitors (some are also customers)?" How to decide what to do and how to setup.
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William Lum
Jan 316 min read
Optimizing Your Business Strategy: Best Practices for Configuring Leads and Contacts
Best Practices for Configuring Leads and Contacts to maximize your Business Strategy
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William Lum
Jul 30, 20221 min read
A maturity model for MarTech to help you know where to start
Marketing Operations and the MarTech stack covers so much today and it can be hard to know where to start without a maturity model.
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William Lum
May 31, 20223 min read
Marketing Attribution of Pipeline and why it matters
Attributing pipeline help us calculate the ROI of budget used and how much budget that team should get in the future.
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William Lum
Feb 27, 202210 min read
9 Different Data Type you need to Supercharge Marketing
We use a lot of data in marketing, and it can supercharge all that you do when used appropriately. Here is a framework of 9 types of data.
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William Lum
Dec 31, 202110 min read
How to translate business goals to effective Marketing targets
Converting business goals to marketing targets needs some modeling to be detailed enough to identify course corrections during each quarter.
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William Lum
Dec 28, 20215 min read
How a framework for business planning can help you achieve strategic goals
Setting goals for marketing needs some modeling to be robust and detailed enough to identify course corrections during each quarter.
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William Lum
Oct 29, 20215 min read
CDP Maturity Curve - How to evolve your Customer Data Platform
It's better to evolve you CDP rather than go right to the ultimate form. There are learnings and validations along the way.
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William Lum
Sep 30, 20214 min read
8 steps plan for Marketing Ops to launch a successful CDP
Building a CDP properly will take a lot of care. Here are the step to planning a successful CDP deployment.
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William Lum
Aug 30, 20215 min read
A simple approach to demystifying effective marketing reports
Most things you are measuring in marketing can be thought of as a Amount or Flow that should be coupled with a Quality measure.
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William Lum
Jul 18, 20215 min read
Are your campaigns effective? Do you have the right Attribution model to find out?
Marketing Attribution helps you understand which channels and content (assets) had the greatest impact on conversion. What are you using?
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William Lum
Apr 12, 20212 min read
How to Audit your MarTech processes to fix issues and optimize your funnel
Auditing and troubleshooting can be very time intensive. Here's a guide to narrow down what to look into in a process framework.
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William Lum
Mar 15, 20212 min read
How to setup UTMs to understand what marketing is driving site traffic
The quality of your analytics reports depends on the proper tracking being setup on your marketing links. How to use UTMs in your marketing.
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William Lum
Feb 23, 20216 min read
8. Evaluate what was effective and cost-efficient. Plan your programs to meet forecast targets.
Evaluate what was effective and cost-efficient. Knowing conversion rates, build your plan. Forecast demand with Leading Indicators.
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William Lum
Feb 15, 20214 min read
7. Supply strategic and tactical intelligence to help sales team with making plays
As the Sales Team works the prospects, marketing takes a supporting role. Structure for tracking progress, useful information and options.
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William Lum
Feb 5, 20217 min read
6. Salespeople are expensive resources... Improve Prioritization of prospects for follow-up
This is where Marketing and Sales overlap the most... Scoring methodology, how to prioritize, and how to assign ownership.
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William Lum
Jan 29, 20216 min read
5. Reduce headaches by bringing order to the Capture and Processing of marketing responses
This is often not given much attention as it's not sexy... it's all about taking something inherently messy and convoluted and making...
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William Lum
Dec 17, 20205 min read
2. Maximize engagement and reduce campaign audience conflicts with Content to Audience Match rules
Prioritize Segments of companies and group contacts by role, then match content recommendations to them
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William Lum
Dec 10, 20204 min read
1. More effective campaigns depend on crisp targeting and proven content matches
For more effective campaigning, get a better understanding of who to target and what assets are proven to work best
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