Articles by Bo Chipman


Marketing Performance: Why Is It So #@$% Hard To Get Basic Results?

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  – John Wanamaker, (attributed) More than 100 years later, marketing executives still feel John Wanamaker’s pain. CMOs are under intense pressure...

Read the full article

Dear Customer, I Know EXACTLY What You Want (Part 5)

It’s one thing to understand who to target. It’s another to know what to offer them. Putting relevant offers in front of your prospects and customers is one of the holy grails of effective marketing. Done...

Read the full article

Content Personalization: 4 Things Every Marketer Needs to Know (Part 4)

The explosion of interest in predictive analytics in B2B sales and marketing is long overdue. Making up for lost time, the topic is quickly evolving from a narrow focus on targeting – exemplified by the profusion...

Read the full article

3 Essential Things You Need to Know About B2B Predictive Lead Scoring (Part 3)

Over the last few years there has been a significant rise in the number of B2B sales and marketing organizations moving from traditional MAP and point-based lead scoring to predictive lead scoring. Many of these early adopters...

Read the full article

Recognize When Your Customers are Ready to Buy, Long Before They Ever Tell You (Part 2)

Customer buying or “intent” signals have been around for a long time. With an abundance of online information available to potential buyers, it has become seemingly harder for sellers to know when a buyer is interested...

Read the full article

5 Essential Signals Across the Customer Lifecycle That Every Company Needs (Part 1)

Predictive customer analytics are becoming a must-have for every enterprise sales and marketing organization. Using “big data” to target the right prospects, with the right message, at the right time and place is critical for success....

Read the full article

15 Recommendations to Improve Website Analytics – Part 5

Our fifth and final post in the five-part series of 15 Recommendations to Improve Your Web Analytics is near and dear to us. These last three recommendations add an additional layer of complexity to web tagging...

Read the full article

15 Recommendations to Improve Web Analytics – Part 2

In last week’s post, we kicked off our 5-part series of 15 Recommendations to Improve Your Web Analytics. Click here to revisit the first post. It outlines our first three recommendations to improve tracking and accurate...

Read the full article

15 Recommendations to Improve Website Analytics – Part 1

Marketing Accountability continues to be a hot topic, particularly in B2B circles. Although Sales & Marketing professionals have talked about the importance of data and measurement for almost twenty years, we continue to see striking oversights...

Read the full article

Get Personal: 5 Steps to Clienteling Success

This happened to me. While driving home from work, I realized I had nothing for my wife’s birthday the next day. I stopped at her favorite store hoping to walk out with an acceptable present. My...

Read the full article