The most important part of designing experiments isn’t to have a single metric in mind or a rock solid hypothesis. It’s to create a knowledge base of insights from past experiments that everyone on your team can learn from. That’s what we’re calling sustainable experimentation.More
Tag Archives: funnel
38: How skilled do you need to be at marketing reporting?
You need to incorporate reporting into your skillset, and it’s not as scary as you think. There’s a lot that makes you qualified to produce reports, even if you don’t feel like an expert. Marketers, particularly in smaller companies, need to learn enough to be dangerous.More
36: Email marketing audits part 3: Trigger-based behaviour segments FTW
Instead of selling to all your email subscribers, segment your users by behaviour. Have they done anything in your product since signing up? Or have they completed all your onboarding steps and are more likely to buy? Your likelihood of re-activating dormant users increases tenfold with relevant personalized product steps.More
19: Steffen Hedebrandt: Reaching B2B attribution nirvana
Gone are the days where enterprises are the only people who can solve multi touch B2B attribution– tools like DreamData are solving this for startups and SMBs.More
17: Julie Beynon: Making marketing analytics not intimidating
Ottawa native Julie Beynon is head of Analytics at Clearbit and she shares why analytics and data warehousing no longer needs to be intimidating for marketers.More
16: Lifecycle: A Martech Saga part 5: No sales people were harmed in the making of your lifecycle
Every Mops/CRM needs lifecycle in some form or another to function optimally. You cannot make lifecycle work long term if you don’t partner with sales, not dictate to them, not train them, not get ‘buy-in’, you’ve got to partner with them.More
14: Lifecycle: A Martech Saga part 3: A simple formula for a basic lifecycle
It’s hard to even know where to start. Even after you get everyone to agree on a model and stages, you need to figure out how to deploy this thing. We’re going to give specific advice on the types of properties you need to deploy a basic lifecycle. Your mileage may vary depending on your tool or your business model, but the general principles hold true.More
13: Lifecycle: A Martech Saga part 2: Don’t overthink lifecycle
It is so easy to go down rabbit holes when revamping or deploying a lifecycle model. Be very careful not to overthink your lifecycle by creating too many microstages, or by over automating elements of the customer journey or sales process.More
12: Lifecycle: A Martech Saga part 1: Future-proof your Martech with lifecycle
Set yourself up for long term success with a solid Lifecycle program. Not only does it help you exert control and mastery over your reporting, it provides a framework for having tough discussions between sales & marketing.More
06: The best email program you’ll ever build
The most engaged email program you’ll ever build is a 5-day email course, and the best part is you won’t have to write any new content. More
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