Why One Channel Never Delivers ROI Most marketing budgets are reviewed one channel at a time. The ads report shows its...
Seven Touches: Why One Channel Never Delivers Marketing ROI
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Grow Your Business Articles
How We Build an AI Outbound Campaign, Step by Step
How We Build an AI Outbound Campaign On Tuesday I argued that AI outbound isn’t spam at scale unless it’s done badly,...
AI Outbound Isn’t Spam at Scale
AI Outbound Isn’t Spam at Scale Say “outbound” to most business owners and they’ll think of the emails they delete...
Define Your B2B Ideal Customer Profile
Defining Your Ideal Customer Profile — and Sizing the Market Behind It On Tuesday I argued that marketing should be...
Marketing Is Capital, Not Cost
Marketing Is Capital, Not Cost: Judging Marketing Like Plant and Machinery A manufacturer looking at a new CNC machine...
Setting a Marketing Baseline Before You Build
Setting the Marketing Baseline at Day 0 On Tuesday I defined ROI, but there’s a problem with it: you can only prove a...
What Marketing ROI Actually Means
What Marketing ROI Actually Means “ROI” might be the most used and least defined term in marketing. Agencies use it to...
Are Your CRM, Sales and Ad Data Connected?
Are Your CRM, Sales and Ad Data Connected? On Tuesday I asked whether you know where your margin is. For most...
Do You Know Where Your Margin Is?
Do You Know Where Your Margin Is? Last week I set out the eight areas I look at in any marketing evaluation, and this...
The 8 Areas of a Marketing Evaluation
The Eight Areas of a Marketing Evaluation On Tuesday I argued that a real marketing evaluation starts with the...
What a Real Marketing Evaluation Looks Like
What a Real Marketing Evaluation Looks Like Every business I meet has had a marketing audit at some point, usually...
Inside the £495 AI Pipeline Audit: What Happens in 90 Minutes
What Happens in the £495 AI Pipeline Audit On Tuesday I said that every marketing decision should be tested against...