Management
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.
Operations
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.
Operations
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.
Transformation
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.
Operations
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.
Management
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.
Operations
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.
Performance
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.
Operations
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.
Operations
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.
Data
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.