It’s your job to know your customers, what makes them buy and how to find more like them. The hard part of that job has always been separating the wheat from the chaff. If your marketing budget is being tracked to sales and ROI more than ever, you just can’t afford for half of it to be wasted. Even in media that aren’t constrained by budget (like email) there’s a price to be paid for wasting marketing touches (like being labeled a spammer). It’s more....

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