How email marketing automation provides value in the B2B lead process


Most marketers have a good feeling for the area of email marketing and it’s possibilities. Zooming in on the B2B lead process, the possibilities on marketing automation side are less well known and even less often fully utilized. This is a big loss, because automated marketing campaigns are just as important for providing value and [...]

Slow and Steady: How to launch your new Email Service Provider in stages


If you’re close to finding a new email service provider (ESP), signing the contract and starting to think migration, here’s my advice for you: Go slow. Moving from one ESP to another can be an arduous task. Take the time to do it right so you don’t have any costly surprises when you launch with [...]

5 Best Practices for Email Marketing Agencies with Multiple Email Systems


Running a successful email marketing agency is not just about running great campaigns. It is also about operational and cost efficiencies. So how do you work efficiently as an email marketing agency with multiple clients across multiple marketing and data systems? Here are 5 tips that can help you.

Satisfaction with Marketing Automation; Plenty of Room for Improvement (and maybe a little vodka)


When you hear about marketing automation and its discontents, the question pops up whether the level of dissatisfaction is any higher with marketing automation than other systems. To some extent, this is asking whether the glass is half empty or half full; and, as the illustration suggests, the answer matters less than the fact that [...]

How big brands achieve cross channel marketing technology Integration


These days marketing systems are beginning to catch up to the hype. The level of integration we have always aspired is coming close. It is interesting to see how brands are able to execute campaigns as they work with different vendors across marketing platforms. How are brands making their technologies talk to each other in [...]

Why ESPs Need a 3rd Party Plugin Marketplace to Survive


The world of apps (short for application, meaning software) is continuing to both grow and change, becoming a bigger part of the B2B world. Email service providers should take note. These marketing apps are going to become a competitive advantage for the ESPs…if corralled into a marketplace.

11+ must know tips for collaborating with Marketing Agencies, Consultants and Vendors


In marketing (whether B2B or B2C), there is often reliance on third-party resources to help come up with ideas and/or to deliver a solution or result. Therefore collaboration can be critical for effectiveness in most functions and especially in marketing, regardless of a company’s size. But how do we successfully outsource and collaborate with Marketing [...]

Finding the ROI in Marketing Technology Promises


As the saying goes, “follow the money” and no one can deny the trend of marketing technology investments in both the public and private markets. Investors made huge bets in social media like Facebook and Twitter, marketing automation plays such as Pardot’s acquisition by Exact Target and Exact Target’s follow-on acquisition by, the Eloqua [...]

Behavioral email marketing: 4 examples and the tools you need to change your business forever


There has been a massive ressurgence in behavioral email as email marketers realize customers are increasingly savvy and no longer happy with the 'same old' style of daily, weekly or monthly newsletters. What does this mean for you? And what does your email marketing software need to be able to send these event driven emails?