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The 80/20 Principle in Marketing (Video)
By Scott Gardner
The Pareto Principle (80/20 Rule) applies to many facets of life and work. With the rapid rate of change across digital channels and customer behaviors, it’s important that marketers analyze where the Pareto principle is helping and hurting performance and adjust accordingly.
Leading from the Front: Quick Takes
By Brent Bouldin
A collection of quick POVs from our Founders, Brent Bouldin & Scott Gardner. These 2-3 minute video clips provide in-house senior marketing leaders with practical advice to solve problems, grow their internal capabilities and lead their brands to new levels of digital marketing success.
Four Practical Tips to Improve SEO in 2021 (Video)
By Brent Bouldin
For 2021, here are four easy, practical things that non-technical marketers can implement to influence your site's SEO performance. These likely won't require huge investments in capabilities or technical resources to get them done.
What to Look for in a Potential Vendor Partner (Video)
By Brent Bouldin
When brand marketers ask us for input on how to select a good partner, there find there are multiple factors that go into it. Getting this decision wrong can be a huge problem but if you get it right, together you can drive your business to new heights.
Building Internal Capabilities (Video)
By Brent Bouldin
Almost without exception, every company we've worked with or for has leveraged external partners to do at least a portion of the marketing. However, the growing movement of building more capabilities in-house is the way of the future and gives brands more control over their future successes while reducing risks.
5 Marketing Trends to Watch for in 2021
By Brent Bouldin
2020 is in the rear view and we are happy to leave it behind with optimism for the future. Checkout 5 of the marketing trends we and other marketing leaders are watching for in 2021 to capitalize on opportunity and drive their brands towards more efficient growth focused on the needs and behaviors of target audiences.
Internal vs. External Marketing Spend (Video)
By Brent Bouldin
Marketing executives need better transparency from their advertising, media, agency and vendor partners. At the same time, brand side marketing executives need to be more transparent with their senior leadership for how they invest budgets and the outcomes of these decisions.
The Best Destination for PPC Traffic (Video)
By Brent Bouldin
Every search marketer should test and calibrate paid search campaigns, but landing pages aren't tested enough. Where to drive PPC traffic is often a hotly contested topic but the most advanced paid search marketers diversify their approach to maximize ROI and customer impact.
In Housing Trends Continue
By Brent Bouldin
Gartner’s Annual CMO Spend Survey is always an interesting read. It provides a peak into the minds of CMOs and the issues they are dealing with leading large marketing organizations. One thing that clearly continues to be top of mind is the trend of in-housing work that, historically, was managed by agency partners. According to this year’s survey, almost one third of CMOs shifted work from agency partners to in-house teams...
Is Google Monetizing Local Search?
By Brent Bouldin
One of the most significant trends in search over the last five years has been the emergence of voice search. Whether it’s through the growth in home smart speakers or the increased adoption and use of mobile phones as user’s primary means of accessing the internet, search volume and, increasingly, voice search volume has seen explosive growth. The question in many people’s mind has been how Google will monetize voice search Read More >
