Digital Transformation
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.
Mary Wallace is a modern marketer with the skills and ability to increase revenue and optimize campaign performance by leveraging technical, business, management, content, and marketing expertise. With over 25 years of industry experience, Mary has a diverse background in marketing, technology, media, consulting, and leadership that enables her to help clients implement solutions that produces optimal results. A leader in marketing automation and marketing technology, Mary provides thought leadership for a variety of publications.
Digital Transformation
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.
Mary Wallace | May 25, 2018 at 12:46 pm ETMarketing Management
Contributor Mary Wallace describes the elements you should put in place to help your employees become your company's most effective advocates.
Mary Wallace | Apr 26, 2018 at 1:53 pm ETMarketing Operations
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.
Mary Wallace | Mar 1, 2018 at 3:38 pm ETMarketing Operations
Implementing new marketing tools and technologies is no easy task. Columnist Mary Wallace shares three tips to ensure your next martech implementation is successful.
Mary Wallace | Feb 1, 2018 at 5:40 pm ETDigital Transformation
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.
Mary Wallace | Oct 12, 2017 at 3:40 pm ETMarketing Operations
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.
Mary Wallace | Sep 14, 2017 at 2:50 pm ETMarketing Management
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.
Mary Wallace | Jul 28, 2017 at 2:45 pm ETMarketing Operations
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.
Mary Wallace | Jun 22, 2017 at 3:44 pm ETPerformance Marketing
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.
Mary Wallace | May 24, 2017 at 11:15 am ETMarketing Operations
Marketers are rushing to adopt marketing automation platforms, but many are unable to implement it effectively. Columnist Mary Wallace explores the reasons for this.
Mary Wallace | Mar 29, 2017 at 1:45 pm ETDigital Transformation
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.
Mary Wallace | Mar 1, 2017 at 10:33 am ETMarketing Operations
Columnist Mary Wallace discusses the three primary reasons market segmentation strategies fail and explains what you can do to solve the problem.
Mary Wallace | Feb 3, 2017 at 3:00 pm ETMarketing Operations
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.
Mary Wallace | Jan 4, 2017 at 10:06 am ETMarketing Operations
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.
Mary Wallace | Dec 7, 2016 at 3:30 pm ETDigital Transformation
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.
Mary Wallace | Nov 8, 2016 at 9:40 am ETMarketing Operations
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.
Mary Wallace | Oct 11, 2016 at 9:47 am ETDigital Transformation
Looking to add to your arsenal of marketing knowledge? Columnist Mary Wallace shares her top reading recommendations.
Mary Wallace | Sep 14, 2016 at 10:01 am ETDigital Transformation
Change isn't easy. Columnist Mary Wallace discusses ways to get everyone in your organization on board with new solutions and technologies.
Mary Wallace | Aug 17, 2016 at 10:45 am ETDigital Transformation
Email marketing is never a guaranteed win. Columnist Mary Wallace shares six tips to help you drive engagement and ultimately improve your revenue.
Mary Wallace | Jul 19, 2016 at 11:00 am ETMarketing Operations
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.
Mary Wallace | Jun 21, 2016 at 12:34 pm ET