Lack of Marketing Team training, siloed team ownership/governance over website, media, MAP/CRM, analytics without a holistic roadmap are barriers to digital marketing optimization. It’s never been a more important time to understand the MarTech stack capability and develop a roadmap for AI enabled: journey optimization & orchestration, analytics, predictive analytics, integrated ABM platforms, CDPs, and the utilization of first-party data.
Paul Stables
BTH MarTech Principal Optimizer
More advanced AI supported digital marketing programs, website personalization development, CRM/MAP and analytics, require project management based on domain expertise and systems analysis & design.
Discussions over Agile and Waterfall can stall efforts when a hybrid approach is needed. Team dynamics can be difficult when a gap appears in perspective between UX, lead generation, content strategy, and technical implementation. Bridge the gap, motivate the team, and meet your timelines.
More often than not, governance of the Enterprise owned web presence reflects the internal structure of the organization. Investment in campaigns goes unseen published on Marketo landing pages, digital asset libraries are hidden on content systems outside the CMS. These aren’t optimized for search, are lacking domain authority and links, starving your product and solutions of organic search rankings.
The solution lies in thinking like a publisher and enabling yourself with a customer journey centered content strategy enabled by a Content Marketing Platform.
Teams are busy flying and fixing the airplane with little time to dedicate to the next design. A feasibility study can do a lot to ensure the costs, risks, opportunities and resourcing requirements are better understood. Vendors step into this role often too early in the process. A readiness assessment and prioritized requirements lead to effective evaluation and onboarding.
Get the support you need to find the right MarTech solution and vendor and support when onboarding is over and teams cycle through your organization.
Insight begins with identifying the answers you need to know to optimize your campaign and sales pipeline.
Ensure the best decision making with end-to-end planning and understanding the constraints/opportunities of your analytics tools for data collection & tagging, lead scoring & pipeline stages, A/B/n testing, data management/modeling, report visualization and interpretation.
The 'Dark Arts’ of “Digital Marketing". Demystify SEO and GEO using the tools you already own to refocus on Content Strategy.
Extend keyword research into competitive program evaluation, ABM Intent, and omnichannel activation. Unpack the latest research on AI/GEO and SEO to align with best practices and re-implement SEO program measurement.
As with any change to strategy, ABM can fail to produce expected results during the early phase of piloting and roll-out. Accelerate and scale ABM pilot programs and team dynamics, troubleshoot performance, discover intent keywords and test segmentation.
Artificial intelligence is reshaping how people discover and consume information. The rise of AI-driven search engines like Grok, Claude, and others is shifting user behavior,