Account-based scoring boosts B2B engagement by prioritizing high-value organizational opportunities. Paired with opportunity scoring, it shapes a data-driven sales journey. Integrated into CRM or MAP systems, advancements like Salesforce Einstein evolve this approach. Let’s dive in and ...
Sending Amplitude Cohorts to Marketo — the Steps and Drawbacks of a Custom Solution
In implementations for clients, we often activate data from Amplitude Cohorts. And we’ve been asked to use Marketo Static Lists to execute that data activation. Another thing we usually do is set up a custom integration between tools in a tech stack, or evaluate whether a custom integration would be ...
How to Use CDPs and Reverse ETL to Respect Privacy and Run Personalization
Users have become demanding when it comes to privacy, and regulations by public authorities worldwide have been tightening. We believe it’s for the better, and we stand behind respecting user privacy as the foundation of any personalized marketing campaign. Yet, if you handle your user data like ...
Navigating Post-Google Optimize: Top A/B Testing Alternatives for Your Business
Google, in its characteristic style, has once again pulled the plug on one of its popular platforms - Google Optimize. This unexpected move has left many businesses scrambling, given the short notice to adapt and find alternatives. In February 2022, Google integrated the platform with its ...
Optimizing Your MOPs Team: 5 Key CDP Strategies for Eliminating Disconnects
I'm going to say something crazy! Your Marketing Operations (MOPs) team is not doing enough. Wait, don't leave! We all know MOPs teams are some of the hardest working people in the business, but all of that talent and dedication is being held back by the silos currently built ...
User-Agent Parsing in Amplitude Classic vs. Actions for Segment: Avoiding Data Discrepancies
When it comes to understanding visitor behavior on your website or mobile app, user-agent data certainly can provide valuable insights into the technical components of their interactions. However, user-agent data is sometimes parsed differently between systems, causing variation in how that data ...
GA4 Alternatives: Switching from GA4 to the 5 Best Alternative Analytics Tools
Google Analytics 4 (GA4) is an essential tool for tracking website visitors. However, it lacks several functionalities, forcing marketers to look for an alternative. With so many alternatives on the market, it can take time to pick one. But that’s what we’re here for — to help you choose the ...
How to Build Your Marketing Stack with Jon Miller and Adam Grecco
Listen to this episode on 2023 will be a fascinating time for marketing and tech, and you may be wondering how to build and optimize your stack. In this episode, Join Dan McGaw and industry leaders Jon Miller, CMO of Demandbase, and Adam ...
Marketing Stack Trends for 2023: Win Big & Boost Revenue (Even in Turbulent Times)
The craziness of 2020 led to a massive COVID-19 bubble in the proceeding years. In 2022, the stock market took a slide, inflation went up. And we're in a recession, but not really in a recession. The bottom line is budgets are getting cut, and marketers need to channel their inner minimalist and ...
Reverse ETL: What Is It, How It Works & Recommended Tools
Key Takeaways Operationalizing data through the reverse ETL process enables real-time decision-making, increased collaboration between departments, and streamlined workflows. Reverse ETL can help business users get the data they need without relying on engineering resources, making it easier ...
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