The Pulse by Ortto

Travis Hazlewood, Head of Email Deliverability at Ortto, takes a deep dive into why you might have email deliverability problems, and how to fix them. Hosted on Acast. See acast.com/privacy for more information.

In The Pulse's Go-to-market series, startup marketers share their advice and insights on marketing for startups. In this edition of Go-to-market, Stella Startups’ Gemma Clancy shares the importance of starting with customer research, and how early-stage startups should approach community hacking and product-led growth. Hosted on Acast. See acast.com/privacy for more information.

We’ve reached a point where the unprecedented is expected. Even the most well-established businesses cannot expect continued growth, they need to be proactively pursuing growth at all times. In this environment, more than ever before, a carefully constructed growth marketing plan is an essential part of achieving business objectives. Whether you have an established plan that simply requires fine-t...

Marketers have never been asked to do so much with so little. That pressure only intensifies when you’re a one-person marketing team tasked with making a big impact on a small budget. “That really resonates with me,” says Sophia Firth, Marketing Manager at Rungway. “One of my biggest challenges is that I'm on my own, and having the resources that I need to do my job correctly and do it well,” she...

Return on investment (ROI) is one of marketing’s more ubiquitous metrics. But that doesn’t necessarily mean it’s popular. Most modern marketers have a complicated relationship with ROI. On the one hand, it is a simple calculation that gives a rough sense of whether a marketing investment was worthwhile. On the other hand, ROI is a limited metric that has been known to lead to preemptive budget cut...

Harnessing the power of data can provide businesses with valuable insights, enhance customer experiences, and ultimately drive growth. However, embarking on a data-driven marketing journey requires careful planning and execution. We asked nine experienced marketers to share their top tips for getting started with data-driven marketing. They emphasized the significance of setting clear objectives,...

Personalization is the number one priority for Tom Mitchell, Senior Lifecycle Operations Manager at Sona. The UK-based SaaS platform is used by industries as diverse as social care to hospitality for frontline scheduling. But creating personalized experiences that cater to completely different audiences, each with their own unique pain points and goals can make building personalized experiences at...

When budgets are tight and teams are crunched, using the cost-per-wear analogy on proposed marketing strategies can be a great way to prioritize. In other words, what can you build now that will serve you for months if not years to come?  A well-designed drip campaign can take some time to build, but that upfront investment in time pays off in dividends. In this guide, we’ll revisit the basic...

Marketing teams everywhere have amassed (and continue to gather) unfathomable volumes of data on their prospects and customers. But not all marketing teams are effectively leveraging that data to drive growth—and that’s a big mistake. That begs the question: How do you build a data-driven marketing strategy that gets results? In this comprehensive guide, we’ll walk you through building a data-driv...

In The Pulse's Mea Culpa series, marketing leaders share their biggest mistakes, and what they learned from them. In this edition, Mable’s Director of Growth Ventures, Matt Gudge, shares how he's made learning from failure business as usual. It all started with a disastrous pitch that reframed his approach to marketing and leadership. Hosted on Acast. See acast.com/privacy for more information.

Marketing automation software is both simpler and more complicated than ever before. On the one hand, building a lengthy series of automated messages based on customer data and behavior is easier than we ever could have imagined. On the other, conversations about data privacy, sky-high expectations around personalization, and artificial intelligence’s potential uses demand a lot from our software,...

AI marketing has evolved from a concept to a transformative force and is being adopted at speed by forward-thinking marketers to help them with everything from lead scoring to personalization to content creation. “Artificial intelligence (AI) and machine learning (ML) continue to push the boundaries of what is possible in marketing and sales,” notes a report by McKinsey , adding that businesses al...

As promised in Part 1 on the perils of relying on industry benchmarks to measure the success of your email marketing, Travis Hazelwood returns to the discussion to talk through some practical steps you can take to both improve your email marketing strategy and gauge its success. Hosted on Acast. See acast.com/privacy for more information.

Rapid advancements in artificial intelligence and machine learning are changing the way businesses think about automation. Once the conversation centered around taking daily, mindless tasks off the plates of busy marketers. Today it’s about how AI can predict outcomes, personalize content, and forecast results.  In this updated guide to types of marketing automation, we’ll explore how these t...

Omnichannel marketing automation is often misconstrued as a 'set-it-and-forget-it' activity. In fact, the opposite is true. When you take the time to analyze and optimize every automated campaign, from essential communications to strategic journeys, you can improve on almost every business metric. In this comprehensive guide, we’ll revisit the basics, guide you through set and common pitfalls in i...

Marketers everywhere face the same challenge: Achieving measurable results with limited resources. “I’ve been there in the past,” says Lara Barnett (nee Vandersluis), Head of Marketing for Logicalis Australia . She has a few ideas for marketers working with tight budgets—and how to demonstrate the return on investment (ROI) of their efforts. More than anything, “it’s about getting creative” and wo...

Marketing isn’t just about the top of the funnel—it's about nurturing relationships, boosting customer value, and creating brand loyalty. Enter lifecycle marketing: an essential strategy for every marketing team, allowing you to connect with your customers at every stage of their journey, from initial awareness to advocacy.  So, why should you embrace this strategy? Because it's your ticket t...

Automation is a critical component of modern marketing that enables timely, relevant, and personalized customer communications at scale. It is so ubiquitous that many marketers see it as a tool or tactic that helps bring their campaigns to life, rather than a strategy itself. This may not cause any near-term headaches when marketing automation is being used sparingly. But as you increase the numbe...

In The Pulse's Go-to-market series, startup marketers share their advice and insights on marketing for startups . In this edition of Go-to-market, Paypa Plane’s Head of Marketing, Katie Norbury shares why going old-school can be key when competing with the big guys. Brisbane-based startup Paypa Plane has had a bit of a dream run, attracting top investors and leading Australia’s shift to real-time...

Lifecycle marketing is about “helping prospects to identify their pain points, educate them on it, discuss solutions—and do all of this before we begin to talk about ourselves,” writes Amber Bogie, Senior Director of Global Demand Generation at Reachdesk , a data-driven gifting platform that’s all about the customer journey. Amber shared her approach to lifecycle marketing at Reachdesk with the Pu...

Customer experience should be the driving force behind every marketing technology decision, according to Jessica Kuipers, Marketing Manager at My Wealth Solutions , an Australian financial advisory firm where providing a personalized experience is paramount. “For us, everything comes back to the customer experience,” says Jessica, reflecting on the company’s marketing strategy. She applies the sam...

Marketing is one of those fields where KPIs and industry benchmarks are used constantly to prove success to higher-ups and in-betweens. But when it comes to email marketing benchmarks, the numbers don’t represent the truth to the degree that other fields might, which can make comparing your email marketing performance to industry benchmarks not only unreliable but also outright wrong. Hosted on Ac...

Entrepreneurs are Dinero's bread and butter. But with fewer people starting businesses than ever before in Denmark, where the online accounting platform is based, Dinero decided it needed to experiment with new approaches to expand its market and nurture potential customers over time, says Nicklas Aabech, Digital Marketing Manager. He sat down to discuss the company’s new approach to its marketing...

The ability to deliver personalized and relevant messages to your prospects and customers with the right message, at the right time, and at scale is critical to the success of any modern marketing strategy.  But that level of personalization is almost impossible to achieve if you’re not leveraging automation in your lifecycle marketing. From welcome sequences to targeted nurturing campaigns, auto...

"Test everything" has become a popular mantra in the marketing world, with marketers everywhere—but perhaps particularly those working in the SaaS sector— encouraged to test absolutely every element of their marketing campaigns, right down to something as small as the shape and size of their call-to-action buttons. “I think it’s quite easy just to test for testing’s sake,” says Sophia Firth, Marke...