The Pulse by Ortto

Lifecycle marketing is one of the most powerful tools in a marketer’s arsenal for nurturing prospects and retaining customers, allowing you to cater to your audience’s needs at every stage of the buyer journey.  But what does it take to build lifecycle marketing campaigns that work? You must lay the groundwork first, by honing in on your ideal customer profile (ICP), mapping out the customer...

“Talking to your customers is the single most important thing that you can do,” thinks Martin Gontovnikas, Co-Founder and GTM Advisor at HyperGrowth Partners and former Senior Vice President of Marketing & Growth at Auth0. But most product and go-to-market teams just aren’t talking to their customers enough, he thinks, leaving them with a poor understanding of the customer experience—which can...

Nurture campaigns are the foundation of any modern marketing strategy. But creating nurture campaigns that convert requires a delicate balance of head and heart—and a lot more complexity than you might think, believes Lara Barnett (Vandersluis), Head of Marketing for Logicalis Australia in Sydney, Australia, an expert at building out multi-layered email nurture campaigns. “What makes a great marke...

Did you know that the strength of a marketer’s login security can affect the success of their email marketing strategy? Marketers rarely have cause to think about cybersecurity and its effect on their job, thanks to their internal IT teams and the robust security configurations of whatever SaaS platforms they use. Like most non-cybersecurity professionals, marketers’ engagement with cybersecurity...

“We have to change the language we’re using to speak to decision-makers,” says Simon Walker. “The tech buyer has changed. For the last thirty years, the technology industry predominantly sold hardware to technical people. But that paradigm has shifted with the prevalence of SaaS and technology moving from hardware to the cloud, which means that everyone in a business can now be a technology buyer....

“You either have to do content well or not do it at all,” says Michael Oliver. For the Director of Marketing at MBK Search, that means steering away from basic how-to blogs and listicles and taking a journalistic approach to content that targets, nurtures and ultimately builds long-term relationships with the top-tier risk, audit, and compliance talent the UK-based global recruitment firm wants to...

Marketing teams have prioritized acquisition-first strategies with a "growth at all costs" mindset over the past decade. But during the downturn, they'll need to shift their mindsets to focus on retention to ensure they continue to thrive in a tough economy. In this guide from Charlie Windschill, Director of Growth Marketing at Ortto, you'll learn how to adopt a retention-first strategy and empowe...

Traditional lead scoring is fundamentally flawed, but it's still foundational to the way many SaaS B2B go-to-market teams generate leads. It's time for that to change. Go-to-market teams need a new framework for lead scoring that reflects the way customers buy now. In this guide from Andrea Warmington, Senior Content Strategist at Ortto, you'll learn: Why traditional lead scoring doesn’t work anym...