Of course, content is expected to convert readers into customers.

The problem is, most companies create self-serving content in an attempt to convert every reader into a customer at every opportunity.

Stewart Hillhouse, Head of Content at Mutiny, shares the counter-intuitive way to create content that doesn’t leave your audience with the bad taste of overly pushy content in their mouth.

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We like to think that our prospects interact with our marketing activities linearly: awareness, engagement, MQL, SQL, demo, and finally, the sale.

With so many marketing channels these days, our prospects tend to jump around between different funnel stages at different times in unpredictable ways, and we need to update our goals and KPIs to reflect that.

Paul Fairbrother, founder, and CEO of the Fairbrother Agency, discusses:

• How to take a more holistic view of your marketing funnel;
• Setting realistic KPIs for your marketing channels;
• What platforms to focus on for the year ahead.

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There’s a good chance that your MarTech stack is wrong. Wrong enough that it’s not really working for you in the ways that it should and that it could even be holding you back.

This is what Jenn Steele, the CEO of Kissmetrics, learned when she tried to move from an enterprise model to a product-led motion without changing her MarTech stack first.

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Every year you’ll see a bunch of articles and thought pieces boldly wondering whether something in marketing is dead. Facebook. Email. Search.

This year there’s been a lot of buzz around whether or not outbound marketing is dead. 

So is it really dead? 

According to Rick Endrulat, President of Virtual Causeway, the answer is no. The only problem, he says in his Hot Takes Live session, is that it hasn’t really changed or evolved, at least the way most brands are doing it. AKA, most people just really suck at it. 

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Do you know what it takes to really be a CMO? Are you really qualified? 

Darryl Praill, a self-proclaimed serial CMO and occasional CRO—and current CMO at Agorapulse—, has an answer to that question.

And the answer is that most marketers do not (huge emphasis on “do not”) actually have any business being in the C-suite at all.

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