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Thoughts of analytical bliss

The “Insight” analytics and reporting tool in Oracle’s Eloqua marketing automation system just got a major upgrade. Paradoxically the reporting capabilities of all leading marketing automation systems has always been their least functional part. In most systems, reporting and analytics consist of...

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How to roll out marketing programs

Marketing automation (MA) opens up a new, more systematic way of engaging with your customers. Because of the amount of work and resources required, marketing has traditionally consisted of running a few non-targeted campaigns every year. MA enables you, with much less effort, to create a set of...

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CMO's role as revenue and customer experience driver

  The role of the Chief Marketing Officer (CMO) is changing. There are two main drivers behind this change:    1. Because more and more people like to do their own research, marketing is taking a bigger role alongside sales in lead management. Inbound marketing activities and online content...

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Why integrations should not to be left to engineers

When data exchange between systems, a.k.a. integrations, are made visible and brought to every user's toolbox, the whole organization will benefit. Traditionally system integrations have been handled by kind of a rather secretive, esoteric and whimsical gentlemen's club, with members engaged in...

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Greetings from Chicago: Everything is possible!

The headline above contains the main message of the Oracle’s Modern Customer Experience Conference in Chicago this April. Everything is possible! And indeed, it seems that in today’s technologically driven marketing-world only the sky (and the budget) is the limit! Even though trendy themes like...

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The Nordics Marketing Automation is two Years Behind the UK Market

To help B2B marketers in the Nordics (Sweden, Norway, Finland, Denmark and Iceland), we ran a survey together with B2BMarketing.net to identify how the region is performing and what the future could hold. The Nordics MA Sophistication Index 2018 was run in November 2017 and 88 Nordic B2B marketers...

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The Funnel Is Dead – Long Live The Funnel

If we asked for an apple, and we get an orange, are we supposed to be happy because it’s a fruit? Similarly, as a B2B tech marketer, we ask for leads and instead get a funnel. Are we supposed to be happy?   The B2B tech marketing funnel is considered the holy grail for a whole gamut of marketers and...

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