Marketing technology optimization is an evolution, not a revolution
It can be tempting to jump in with both feet when you're adopting new marketing technologies. But contributor Mary Wallace advises a gradual approach.
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Mary Wallace's latest articles
Can you afford not to empower your team to build their personal brand?
Contributor Mary Wallace describes the elements you should put in place to help your employees become your company's most effective advocates.
Putting a stop to click fraud
Where do we stand in the battle against invalid clicks that plagues online advertising? Columnist Mary Wallace sets the scene and outlines steps being taken.
3 tips to make every martech implementation a success
Implementing new marketing tools and technologies is no easy task. Columnist Mary Wallace shares three tips to ensure your next martech implementation is successful.
4 ways to revamp your email creation process
If your email creation process happens at the pace of a sloth, it's time for a change. Columnist Mary Wallace outlines four steps to help you streamline and improve communications with your target audience.
Stop wasting your marketing efforts: The 3 prongs to inbox placement
Columnist Mary Wallace explains how your technical setup, list management and marketing strategy all affect inbox placement and the chances of your messages being seen.
LEGO logic rocks marketing automation
Overwhelmed by the big picture when tackling marketing automation? Contributor Mary Wallace explains how a popular toy has inspired a useful way of thinking about and deploying campaigns.
Confessions of a marketing automation addict
Marketing automation is the future for digital marketers. But Mary Wallace, a columnist and marketing automation junkie, explains why in-person events and direct mail still have their place in the marketing mix.
12 email marketing fundamentals to master
Columnist Mary Wallace provides a primer on email marketing fundamentals for newbies and veterans alike, noting that advanced technology is useless if you don't get these right.
Marketing automation struggles to reach its full potential
Marketers are rushing to adopt marketing automation platforms, but many are unable to implement it effectively. Columnist Mary Wallace explores the reasons for this.
4 tips for creating epic nurture campaigns
Who says marketing has to be boring? Columnist Mary Wallace shares tips to help you shake up your strategy and craft a cool nurture campaign.
Solving a marketer’s top 3 segmentation dilemmas
Columnist Mary Wallace discusses the three primary reasons market segmentation strategies fail and explains what you can do to solve the problem.
Marketing automation for the little guy is helping to power the new economy
Just because startups and freelancers lack dedicated marketing departments, it doesn't mean they can't take advantage of marketing automation. Contributor Mary Wallace outlines the emerging opportunities.
Marketing automation is like icing on the cake
Does your marketing program have all the right ingredients? Columnist Mary Wallace explains why marketing automation is key to sweetening your efforts and engaging leads.
Tackling the martech integration challenge
With myriad solutions available today, integrating your marketing technology tools can be a daunting task. Columnist Mary Wallace offers four ways to make it easier.
Marketing automation made easy
Marketing automation doesn't have to be intimidating. Columnist Mary Wallace explains how to select the right tool and offers tips for launching a marketing automation project.
7 great reads to drive your marketing career
Looking to add to your arsenal of marketing knowledge? Columnist Mary Wallace shares her top reading recommendations.
3 tips for embracing martech
Change isn't easy. Columnist Mary Wallace discusses ways to get everyone in your organization on board with new solutions and technologies.
6 keys to more effective email marketing
Email marketing is never a guaranteed win. Columnist Mary Wallace shares six tips to help you drive engagement and ultimately improve your revenue.
Get the most out of your marketing automation investment
Are you getting the most value out of your marketing automation platform? Columnist Mary Wallace explains why you should be using it to nurture quality leads.
3 tips for success from today’s marketing rock stars
With marketing evolving at a rapid pace, what does it take to shine? Columnist Mary Wallace gathers some insight from three industry veterans.
3 techniques to keep your content from being ignored
It's not enough to just churn out content. Columnist Mary Wallace has tips on how to create engaging content that speaks to the right people at the right time.
Achieve sweet success with marketing segmentation
You can't get away with "spray and pray" marketing any longer. Columnist Mary Wallace details how to segment your audience and tailor your messaging for optimal results.
How To Market Successfully In A Digital World? Put Customers’ Needs First.
Customers are at the heart of what successful businesses do. Columnist Mary Wallace discusses why we need to harness the power of data and technology to better understand our customers and respond to their needs.
What Marketers Can Learn From David Bowie
Multi-faceted artist, musician and businessman David Bowie was a true innovator and legend. Columnist Mary Wallace explains what his accomplishments can teach marketers.
What Every Startup Needs To Know About Marketing
So you've built up a startup. Now what? Do you have what it takes to be a game changer? Columnist Mary Wallace has some tips on how to build a marketing program that will help you achieve your goals.
Growth Hack Your Marketing Career For 2016
How do you take your marketing career to the next level? Columnist Mary Wallace discusses shifts in the marketing technology landscape and the skills you'll need to get ahead in 2016.
Marketing Organizations Must Optimize, Or They Will Fail The Enterprise
Columnists Mary Wallace and Mike Samuels believe CMOs and their marketing organizations need to get better at what they do. How? It's all about aligning their processes, people and infrastructure.
Don’t Waste Marketing Leads: Achieve Revenue Goals With Sales Enablement
Columnist Mary Wallace explains the ins and outs of sales enablement and how it can help you improve the customer experience and increase sales productivity.
Marketers Need To Work Smarter, Not Harder
As the role of marketing expands, marketers are becoming ever more stressed — and for good reason. Columnist Mary Wallace explains how you can relieve some of that pressure while still taking on the increased responsibility.
Your Online Presence Is Failing: Here Are 4 Reasons Why
Is your online presence failing to drive sales? Columnist Mary Wallace lays out four reasons why and what you can do about it.
Technology And Creativity Must Play Nice Together In The Marketing Sandbox
Creativity and technology don't need to be at odds with one another. Columnist Mary Wallace explains why the two must work together to deliver the best marketing results.
The Power Of Martech Unleashed
Thinking about implementing marketing technology tools to optimize the customer experience? Don't wait too long, advises columnist Mary Wallace -- the time to adapt is now.
What Every CMO Should Know About Marketing Automation
Marketing automation is more than a tool for sending emails and storing leads. Columnist Mary Wallace explains why it's a key component of your strategy.
Why Using Buyer Personas Will Delight Your Customers And Improve Sales
By knowing who your customers are, you can deliver the right message and guide your business strategy, explains columnist Mary Wallace.
Tips For Selecting The Right Predictive Intelligence Solution
With a growing number of predictive intelligence options, columnist Mary Wallace explains how to choose the solution that’s right for your organization.
Why You Need Content & Martech To Work Together
Contributor Mary Wallace says martech is the conveyor belt that delivers the widget -- the content. No belt, no widget. No widget, no need for the belt.
Exploring The Cutting-Edge: Predictive Marketing Analytics
Columnist Mary Wallace explains how predictive analytics can be used to reach out to the right buyers at the right moment based on the big-data power of predictive lead scoring
Powered By Technology, The CMO Role Grows Up
No longer a cost center, marketing takes on a new role within the organization. Columnist Mary Wallace explores the evolution of CMO responsibilities.
3 Organizational Commitments Required For Marketing Success
The marketing environment is changing rapidly. Columnist Mary Wallace details three practices that can help companies keep ahead of the curve.