By Win Salyards, Senior Marketing Consultant at Heinz Marketing It is tempting to view the customer journey as a straightforward, linear process. We often envision customers progressing neatly from awareness to consideration to decision, adhering to a set path. However, this oversimplified perspective can lead to missed opportunities and a lack…
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By Carly Bauer, Marketing Consultant at Heinz Marketing Optimizing Your Attribution Model: How to stay scalable and flexible In today’s marketing landscape, attribution models are crucial tools that allow businesses to understand the customer journey and measure the effectiveness of various marketing channels. By accurately attributing conversions and sales to the…
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By Sarah Threet, Marketing Consultant at Heinz Marketing One of biggest struggles of CMO’s today is in the measurability of marketing efficiency and effectiveness – particularly, the ROI of different strategies, campaigns, and sources. The average marketing org comprises of so many functions and so many people that it…
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By Maria Geokezas, Chief Operating Officer at Heinz Marketing Do you ever feel like your sales, marketing, and customer success teams work from different playbooks? Imagine how your customer feels if they encounter inconsistent messaging, a clunky onboarding process, or a lack of post-purchase support. It’s certainly not an ideal B2B…
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In this week’s MarTech Moment, we are featuring Microsoft Clarity, a tool I’ve just recently come to know but have been using regularly for our own website optimization. Clarity is a free behavioral analysis tool that helps you understand how people interact with your website. It can help you identify…
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By Win Salyards, Senior Marketing Consultant at Heinz Marketing In large organizations, misalignment of marketing goals and objectives can lead to wasted resources and missed opportunities. Creating structured marketing program workflows is a proven method to align subteams and streamline operations, ensuring everyone works towards common objectives. In this post, we’ll…
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By Carly Bauer, Marketing Consultant at Heinz Marketing In today’s dynamic and interconnected digital landscape, understanding the effectiveness of marketing efforts is paramount for businesses striving to thrive in competitive markets. At the heart of this understanding lies a well-crafted attribution strategy—a roadmap that illuminates the journey customers take from initial…
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By Carly Bauer, Marketing Consultant at Heinz Marketing In the first part of this three-part series, I talked about the basics of marketing attribution and its ability to provide insights into the customer journey. It included the different components of marketing attribution, the different types of attribution models and how to…
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By Win Salyards, Senior Marketing Consultant at Heinz Marketing When delving into B2B marketing, understanding the pivotal role of technical personas such as programmers, engineers, and IT professionals is key. Their specialized expertise and discerning preferences shape industries, making it imperative to engage them effectively. This necessitates a strategic approach that transcends…
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By Payal Parikh, VP of Client Services at Heinz Marketing As with any MarTech tool, getting to know the tool and its benefits is one thing. Determining if it is the right fit for your use case is next. And once you decide to purchase it for your organization, operationalizing it…