John Short

On this episode we dive into the significance of distinguishing marketing assets versus liabilities. Proper recognition and classification of marketing assets and liabilities is crucial to the success of any business, yet many marketers struggle to understand the difference between the two.

It’s time to listen to your sales team. Why? Account managers can help you fill a critical knowledge gap. In fact, if you're just looking at analytics to understand your marketing impact, you’re missing out on vital insights.

Stop me if you’ve been here before: You create a model forecasting the next quarter with the MQLs you need to hit your target. You invest heavily in growing MQLs and do so primarily through Lead Ads. Then, the sales team misses their target, and the SQL and Pipeline numbers are nowhere near their targets. 

In today's episode John and Quincy dive into the constantly changing world of ABM technology. As marketers, it's important to keep in mind that there's no one-size-fits-all solution when it comes to ABM tech. Every organization has unique needs and requirements, and relying solely on out-of-the-box functionality won't solve your custom needs. We go deep on some of the pitfalls that marketers face when adopting ABM technology and how to avoid them. We also talk about how a customized ABM strategy that takes into account your organization's specific goals and challenges is essential. Hosts: Quincy Johnson and John Short

Are conversion rate optimizations really worth it? That's the question we'll be digging into on this episode. Website conversion rate optimization has recently become an increased focus for businesses looking to improve their online presence. However, some argue that it takes time away from more valuable marketing efforts. In this episode, John and Quincy dive into the pros and cons of conversion rate optimization and evaluate whether it's worth the investment. We'll also discuss how marketers should approach cost-per-lead (CPL) metrics in a more effective way to optimize their marketing efforts.

The concept of “a lead” is one of the most misunderstood and misused strategies in marketing. CRMs like Salesforce have doubled down on the idea of a leads-focused marketing strategy by building CRMs focused on leads/emails and not accounts.