3 Refreshing Ideas from the Marketing Nation Summit

May 4, 2017 | By Ed King

The overarching theme at last week’s Marketing Nation Summit was, without a doubt: the engagement economy. We found these three ideas from the Summit especially refreshing, and believe they will inspire and help you boost engagement and ultimately, drive revenue. LESS IS MORE. ENGAGE CUSTOMERS WITH SCARCER, BUT HYPER-TARGETED EXPERIENCES. The average person receives 500 …

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Key Takeaways from Oracle Modern Customer Experience (MCE) from a Die-Hard Marketo Summit Groupie

May 3, 2017 | By Allen Pogorzelski

Golden Globe-nominated actor and HitRECord online production company founder Joseph Gordon-Levitt shared his vision on what it takes to build an online community. We Marketo users are as close to a cult as they come in enterprise software. Many of us have attended Marketo Summit for many years and look forward to catching up with …

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5 Key Considerations for Effective De-Duping

May 3, 2017 | By Ed King

To conclude this blog series on deduplication, to bring it all together, let’s highlight five key take-aways. 1. The Hard Parts are the Surviving Logic & Merge Deduplication is not a simple and trivial task, despite what your solution vendors may say. Vendors like to talk about how comprehensive their duplicate identification algorithm is, but …

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When eHarmony Meets B2B Marketing—the Under Appreciated Value of Couple-Based Referrals

business couple
April 19, 2017 | By Ed King

This blog post would have been perfect right before Valentine’s Day, but hey, things don’t always happen when you want them to. In the past two weeks we received two inbound referrals that were the result of dinner conversations between significant others. In the first case, the husband ran a demand gen team for a …

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The Fallacy of More Marketing Data

the fallacy of too much data
April 5, 2017 | By Ed King

There’s no doubt that this is the age of data-driven marketing. In fact, if you’re a marketer seeking new employment, that term better be in your resume and interview answers somewhere. Today, there’s a constant stream of new marketing and sales technologies offering you more data, more insight, more intent, and more buying signals–as if …

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Managing “Legitimate” Duplicate Records

March 27, 2017 | By Ed King

Not all duplicate records are created equal and not all duplicate records should be removed. There are many business situations where duplicate records should be kept. We like to call these “legitimate dupes.” Here are some of the more popular cases of legitimate dupes we see: Brokers and Channel Partners Many businesses sell through partners. …

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Dealing with Merge Blockers in the Dedupe Process

March 23, 2017 | By Ed King

When you merge duplicate records, depending on the system you are working with, there can be many situations where your merge will not be allowed. Here are the most common ones we see in and how to remediate them. Merging a Lead with a Contact You can’t merge records of different object types. Although …

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Manual Review and Overwrite of Dedupe Results

March 17, 2017 | By Ed King

So far we’ve covered all the required planning, setup, and automated deduplication steps, including the first three steps: Identifying the duplicates Picking the surviving records Merging the non-surviving records into the surviving records Frequently, the next step is manually reviewing and overwriting the automated dedupe results. We have a very clear and strong position on …

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How to Merge Duplicate Records

February 15, 2017 | By Ed King

Once you have identified the duplicate records and figured out which surviving records to keep, the last part of your deduplication logic is to merge the non-surviving records into the surviving record. In some cases you may want to simply discard the non-surviving records. That simple scenario requires no further discussion. First Establish a Default …

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New Year’s Resolutions for Demand Generation & Marketing Operations Professionals to Accelerate Your Career in 2017

Demand Gen and Marketing Ops Resolutions
January 5, 2017 | By Allen Pogorzelski

Like a lot of tech companies in the Bay Area, mine was closed from Christmas to New Year’s, which gave us all time to think about what we’ve been doing and what lies ahead. Along with personal resolutions, I couldn’t help but think about our roles as well. Here are some resolutions for Demand Generation …

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