Digital Marketing

By Tom Swanson: Senior Engagement Manager, Heinz Marketing Sometimes it is more important to track what doesn’t work than what does.  Customer marketing is one of these areas, at least in my opinion.  The reason is simple: the relationship is yours to lose.  Every relationship needs boundaries, and customer marketing walks a fine line between […]

Every Saturday morning we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. A Practical Guide to B2B Marketing and Sales Alignment By Twelverays […]

Every Saturday morning we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. 75% of B2B Buyers Will Prefer Sales Experiences that Prioritize Human […]

By Lisa Heay, Vice President of Business Operations at Heinz Marketing Choosing the right marketing agency or consulting firm can be overwhelming—there’s no shortage of options, and it’s not always easy to tell who’s truly the right fit for your business. We get it.  Whether you’re looking for strategic guidance, better execution, or a fresh perspective, […]

Every Saturday morning we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. Soak up one of the last lazy weekends of summer with […]

Every Saturday morning we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. This particular post is more about AI than B2B marketing, but […]

By Sarah Threet, Marketing Consultant at Heinz Marketing  Every revenue leader has felt the sting of a “ghosted” prospect — a once-promising opportunity that suddenly goes silent. In our recent webinar, “Ghosted to Growth: Revenue Leaders on Buyer Re-Engagement”, Patricia DuChene (Head of Marketing, Sendoso) and Andrew Reed (Director of Global ABM, AVEVA) joined Heinz […]

By Win Dean-Salyards, Senior Marketing Consultant at Heinz Marketing When most people think of AI, they picture massive, general-purpose models like GPT-4, Claude, or Gemini, systems seemingly capable of answering just about anything you throw at them (not to get into issues with AI hallucinations and the use of dubious sources). These large language models […]

By Tom Swanson, Engagement Manager at Heinz Marketing Sometimes I struggle with figuring out how to use AI.  There are all of these claims and promises, but where do you even begin?  Obviously I began with simply using ChatGPT Plus to handle basic tasks.  This requires minimal learning. Where it gets interesting is when you […]

By Maria GeokezasOpens a new window Chief Operating Officer at Heinz Marketing In today’s B2B landscape, the most overlooked revenue engine is hiding in plain sight: your existing customers. While most marketing teams are still focused on top-of-funnel activities, industry data tells a different story. According to Forrester, 73% of B2B revenue now comes from current customers, […]

Every Saturday morning we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. ABM Strategy 2025: Tactics for Tech CMOs to Drive ROI — […]

Every Saturday morning we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. The 6QA Mistake: How Teams Misinterpret a Key Buying Signal by […]

Most revenue teams still rely on surface-level engagement to steer their go-to-market efforts. But the truth is, using buyer signals to drive growth—both with prospects and customers—offers far more insight and impact when done well. That’s what we explored in “From Signals to Revenue: The Modern Growth Playbook for CMOs and CROs,” an on-demand session […]

Maria GeokezasOpens a new window Chief Operating Officer at Heinz Marketing CMOs who consistently earn the trust and support of their CFOs know that predictability is everything. Through our work with high-performing marketing leaders, we’ve seen a common thread: they don’t just report on marketing performance—they forecast it with accuracy and speak to it in terms […]

Every Saturday morning we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. B2B buyers want less sales contact by Mike Pastore B2B buyers […]

By Lisa Heay, Vice President of Business Operations at Heinz Marketing Choosing the right marketing consulting firm can be overwhelming—there’s no shortage of options, and it’s not always easy to tell who’s truly the right fit for your business. We get it. That’s why we put together this FAQ: to introduce ourselves, share what we’re all […]

By: Tom Swanson, Senior Engagement Manager If you read our B2B Reads, then you know I have been digging into custom GPT-building for some of our internal operations.  This post is a compilation of the lessons learned on properly structuring these things for customer marketing.  The goal is to speed you up in getting to […]

By Win Dean-Salyards, Senior Marketing Consultant at Heinz Marketing With B2B growth increasingly powered by customers—not just marketing and sales—traditional funnel models are falling short. Linear approaches miss the nuance of how companies actually adopt and scale solutions internally. To address the issue, I’ve built an Account Development Model rooted in the principles of product-led […]

Introduction: The Signal Gap Your buyers are telling you what they need long before they ever talk to sales. But too many teams are still focused on vanity engagement metrics that don’t translate to pipeline. If you’re still optimizing for form fills, you’re missing the real cues. Sales cycles are slower. More deals stall. And […]

Customer-Led Growth (CLG) requires a new lens for measurement. Traditional funnel metrics like MQLs or pipeline velocity don’t tell the full story of how your best customers drive long-term growth through retention, expansion, and advocacy. In this blog, we’ve compiled some of the most frequently asked questions about CLG metrics and how to put them into […]

By: Tom Swanson, Senior Engagement Manager at Heinz Marketing In my recent post (5 common CMO questions about marketing orchestration), I said one of the best things you can do to improve your orchestration is hire project managers.  Well my thinking on that… hasn’t changed! PMs are arguably the most important role in the orchestration […]

By Maria Geokezas Chief Operating Officer at Heinz Marketing One of the fastest ways to a CFO’s heart is through data-driven forecasting. For CMOs championing new GTM initiatives, being able to forecast pipeline and revenue with accuracy – and tie marketing spend directly to those future outcomes – is paramount. CFOs, as stewards of financial stability, value […]

By Win Dean-Salyards, Senior Marketing Consultant at Heinz Marketing Understanding and activating the B2B buyer’s journey is essential for marketers looking to drive real revenue impact. A buyer-aligned strategy helps teams build meaningful engagement, personalize content, and collaborate more effectively with sales to convert leads into customers. In this blog, we’ve compiled the most frequently asked […]

By Maria Geokezas Chief Operating Officer at Heinz Marketing In an environment where marketing budgets are under constant scrutiny, CMOs must show that every dollar is working efficiently to drive revenue. Marketing efficiency comes down to two critical levers: targeting the right buyers from the start, and aligning closely with sales to ensure those opportunities convert. Without […]

Go-to-market orchestration helps teams align strategy and execution by connecting planning, content, channels, and tools. It improves collaboration, reduces delays, and ensures marketing efforts are coordinated and measurable. In this blog, we’ve compiled the most frequently asked questions B2B marketers ask when trying to streamline their go-to-market orchestration process (from planning to execution). General GTM […]

ABM isn’t just a buzzword—it’s a strategy that helps B2B marketers focus their time, budget, and energy on the accounts most likely to drive meaningful revenue. When executed well, ABM aligns marketing and sales, increases deal velocity, and improves win rates by treating high-value accounts as markets of one. In this blog, we’ve compiled the […]

By Win Dean-Salyards, Senior Marketing Consultant at Heinz Marketing In B2B marketing, precision matters. Knowing who you’re selling to—and how they make buying decisions—is key to building effective campaigns, aligning sales and marketing, and accelerating pipeline. But many teams struggle to create actionable buyer personas, identify the right accounts, or understand who’s on the buying committee. […]

By: Tom Swanson, Senior Engagement Manager at Heinz Marketing Throughout our work, we get plenty of questions about metrics. This is a challenging spot for many B2B leaders and contributors.  The way you lay out how you measure performance has a big impact on how you make decisions (like who to target) and deploy finite […]

Planning a successful B2B campaign takes more than creative ideas—it requires strategy, structure, and cross-functional alignment. Whether you’re driving awareness, generating leads, or accelerating pipeline, the right plan can make or break your outcomes. This blog covers the most frequently asked questions B2B marketers ask when planning a campaign, organized to help you go from […]

by Sarah Threet, Marketing Consultant at Heinz Marketing We recently had the privilege to co-host a webinar with 6sense’s own Head of Sales Development Transformation, Ernest Owusu, during which our own President Matt Heinz of Heinz Marketing and Ernest explored the transformative role of artificial intelligence (AI) for sales and marketing alignment. In this webinar, […]

By: Tom Swanson, Senior Engagement Manager at Heinz Marketing Marketing is not generally known for consistency.  It is a philosophical struggle for me, and I grapple with it on a daily basis.  I love the concrete: science, math, operations.  Yet in marketing, I find often find myself dealing with systems that are difficult or impossible […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing AI is all the buzz in B2B marketing right now—and let’s be honest, it’s causing a lot of anxiety. Whether you’re a CMO, a marketing ops pro, or a content manager just trying to hit deadlines, the rise of AI has probably made you wonder: “Is my […]

By Carly Bauer, Marketing Consultant at Heinz Marketing Every company has a go-to-market (GTM) strategy. But not every company has a GTM engine that works. The difference? Go-to-Market Orchestration. It’s not enough to have a well-researched strategy and slick documentation. If marketing is sprinting toward MQL goals, sales is chasing a different ICP, product is prioritizing […]

By Lisa Heay, Vice President of Business Operations at Heinz Marketing Your pipeline shouldn’t feel like a rollercoaster—thrilling one month, terrifying the next. But if your sales and marketing teams are playing tug-of-war, if your data is more of a dumpster fire than a goldmine, or if your tech stack feels like a bad game of […]

By Win Dean-Salyards, Senior Marketing Consultant at Heinz Marketing When we enter a new client company, we establish our baseline using the Predictable Pipeline Maturity Model. It measures companies across five stages (scored on a range of 1-5): Initial(1), Ad-Hoc, Defined, Managed, and Optimized(5). This year, Heinz Marketing analyzed that dataset from companies across the B2B […]

By: Tom Swanson, Senior Engagement Manager, Heinz Marketing Everyone wants to bring in bigger deals.  While not for every single company, the vast majority of the folks we work with are at least somewhat interested in ABM.  Personally, I love the idea, but the execution I see is often deeply flawed. So we come in […]

By: Tom Swanson, Senior Engagement Manager, Heinz Marketing Everyone wants to bring in bigger deals.  While not for every single company, the vast majority of the folks we work with are at least somewhat interested in ABM.  Personally, I love the idea, but the execution I see is often deeply flawed. So we come in […]

By Carly Bauer, Marketing Consultant at Heinz Marketing A well-structured demand generation strategy is the backbone of consistent pipeline growth. Yet, across industries, many organizations score lower in Sales Cycle effectiveness (2.4–2.5 out of 5), according to Heinz Marketing’s recent Predictable Pipeline Benchmarking analysis. These lower scores stem from significant gaps in their demand generation efforts […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing AI is rapidly transforming sales and marketing, and one area getting a lot of attention is AI-powered Business Development Representatives (BDRs). But what does that really mean? Are companies using robots to replace human reps? Can AI actually engage and qualify leads effectively? And most importantly—does it […]

By Sarah Threet, Marketing Consultant with Heinz Marketing  B2B marketers often struggle with defining an Ideal Customer Profile (ICP) that is precise enough to drive meaningful engagement and revenue. Heinz Marketing’s recent Predictable Pipeline Benchmarking analysis reveals that, on average, companies rate the maturity of their Target Market at 2.42 out of 5—highlighting a widespread […]

By Tom Swanson, Senior Engagement Manager at Heinz Marketing Recently, I had another opportunity to engage with DACI as a tool.  In my previous post on this topic, my central point was that while RACI is best for discrete projects, DACI functions well for ongoing ownership of processes.  While I still believe this to be […]

By Carly Bauer, Marketing Consultant at Heinz Marketing Short-Term Wins and Long-Term Growth Too often, the pressure to drive short-term demand leads companies to neglect the foundational work required to build a lasting brand. However, a strong brand story isn’t just about long-term reputation—it plays a crucial role in generating demand today and setting up sustainable […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing  Looking Back: The Growth-at-All-Costs Era Just two years ago, the B2B market was fueled by a “growth at all costs” mentality. Venture capital was abundant, interest rates were low, and businesses were under immense pressure to scale aggressively. Companies prioritized market share over profitability, pouring resources into […]

By Sheena McKinney, Business Operations & Marketing Assistant at Heinz Marketing Most 2025 trends and prediction posts for B2B sales and marketing list video as an emerging as a powerful tool to engage prospects, nurture leads, and drive conversions. Are you are embracing the importance of crafting the right type of video content to effectively […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing  If you’re like me, you enjoy the blank slate that a new year offers, with all the promise of setting goals. On the other hand, if you’re like me, you might also want to avoid the stress of failing to achieve the goals as you try to […]

By Carly Bauer, Marketing Consultant at Heinz Marketing For companies today, a well-aligned and orchestrated marketing strategy is necessary to remain competitive and successful. Marketing orchestration, often viewed as the next evolution in marketing operations, focuses on creating synergy across channels, teams, and technologies to drive consistent and scalable results. Applying the concept of marketing orchestration […]

By Win Dean-Salyards, Senior Marketing Consultant at Heinz Marketing The holidays are coming up, and while we all know we need the break, actually taking it is another story. For many of us, the end-of-year rush feels like a sprint to tie up every loose end before the clock runs out. “Just one more thing” can […]

By Lisa Heay, Director of Business Operations at Heinz Marketing In this week’s MarTech Moment, we are featuring ChatFactory, a generative AI-powered buying agent by PathFactory designed to improve B2B customer engagement by making content and interactions more personalized and efficient. It provides businesses with tools to offer real-time, self-serve experiences to buyers, answering their questions, […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing  The holidays are here. Did your heart rate go up when you read those four words? Then this article is for you. And let’s make this clear from the start: You’re not alone if your stress level increases during the holidays. In fact, you are normal. Research […]

By Lisa Heay, Director of Business Operations at Heinz Marketing We’re nearing the end of 2024, and planning for 2025 is in full swing. If you want to elevate your B2B marketing game, dive into a recent conversation with Matt Heinz, Heinz Marketing’s President and Founder, and Katie Hollar, VP of Marketing at Clutch. They tackled […]

By Sarah Threet, Marketing Consultant at Heinz Marketing  In B2B marketing, effective go-to-market (GTM) orchestration can be the difference between a successful launch and a missed opportunity. Achieving alignment across teams, meeting tight deadlines, and juggling numerous deliverables without the proper tools can feel like trying to conduct an orchestra without a conductor.  This is […]

By Carly Bauer, Marketing Consultant at Heinz Marketing In marketing, there’s a fine line between ambition and realism. We all strive for bold, impactful campaigns that exceed expectations and deliver strong results. It’s easy to set lofty targets, but without careful planning and a dose of realism, those ambitions can lead to frustration, misalignment between teams, […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing  Halloween has passed and you know what that means. No, not the Christmas decorations popping up in a store near you—although that’s happening. I am referring to the need to tackle marketing financial planning for 2025. Working on budgets is not necessarily a marketer’s favorite task. Otherwise, […]

By Win Dean-Salyards, Senior Marketing Consultant at Heinz Marketing As we approach 2025, Account-Based Marketing (ABM) and Account-Based Experience (ABX) remain pivotal strategies for driving meaningful engagement and impact. But with ever-evolving buyer expectations and technology shifts, crafting a successful ABM/ABX plan demands fresh insights and clear objectives. Here’s a strategic guide to building your 2025 […]

By Carly Bauer, Marketing Consultant at Heinz Marketing Are you continually seeking ways to stay ahead of the competition and meet the ever-evolving demands of your customers? One strategy that has gained significant traction is marketing orchestration. But what exactly is it, and how do you know when your organization needs it? This blog post will […]

By Sarah Threet, Marketing Consultant at Heinz Marketing    At Heinz Marketing, one of our specialties is marketing orchestration: defining the process of go-to-market. One of the aspects of marketing orchestration is defining the roles and responsibilities of all involved in the go-to-market process. For our clients, we have had the opportunity to implement both […]

By Win Salyards, Senior Marketing Consultant at Heinz Marketing As we approach the end of FY24, now is the time for B2B marketers to get proactive about what’s next. Planning for FY25 should be more than just setting new KPIs and aligning on budget. It’s an opportunity to take a hard look at the foundations of […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing For many organizations today, sustainable growth is the new goal. This kind of long-term vision requires a different approach, one that demands cross-functional orchestration. And who better to make this happen than the COO? After all, it is the COO who can operationalize the company’s vision through […]

By Win Salyards, Senior Marketing Consultant at Heinz Marketing In today’s digital landscape, data drives success. For marketing and sales professionals, leveraging the right data can differentiate between landing a sale or missing out. Clay is a powerful tool designed to streamline and supercharge how teams prospect, engage, and convert leads through intelligent data scraping, […]

By Lisa Heay, Director of Business Operations at Heinz Marketing Planning for 2025 might be the last thing on your mind—we’re not even done with Q3! But this is the time of year that seems to pick up speed, and before you know it we’ll be drinking eggnog and singing Christmas Carols. So, if you’re not […]

By Sarah Threet, Marketing Consultant at Heinz Marketing  In a fast-paced sales environment, Sales Development Representatives (SDRs) face the constant challenge of balancing high-volume outreach with personalized engagement. As competition for buyer attention intensifies, SDRs are under pressure to work smarter – not harder; this is where AI-powered tools come into play. From automating prospecting […]

By Tom Swanson, Engagement Manager at Heinz Marketing Marketers love quantifying things, but what about the qualitative data? Things got a lot easier to analyze when GenAI came onto the scene. I will show you how to use ChatGPT to build some data visualizations, conduct deeper analysis in qualitative data and connect that to quantitative. […]

By Carly Bauer, Marketing Consultant at Heinz Marketing Staying ahead and achieving business success requires more than just a superior product or service. Effective marketing is the linchpin that connects businesses with their target audience, drives growth, and sustains competitive advantage. However, many B2B companies grapple with the decision of whether to manage marketing efforts in-house […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing  B2B businesses constantly look for ways to be more productive, more competitive and therefore more profitable. That is what drives them and why they exist.  This can have an adverse effect on employees, however, as pressure and stress levels increase in the workplace in the pursuit of […]

By Win Salyards, Senior Marketing Consultant at Heinz Marketing Nowadays, Artificial Intelligence (AI) is no longer just a buzzword—it’s a powerful tool that drives innovation, efficiency, and competitive advantage across industries. B2B companies are adopting AI to transform everything from supply chain management to customer relations. However, with great power comes great responsibility. Companies must prioritize […]

By Lisa Heay, Director of Business Operations at Heinz Marketing Artificial Intelligence (AI) is everywhere nowadays, and it’s rapidly transforming the way organizations operate, offering unprecedented opportunities to enhance productivity, decision-making, and innovation. From automating routine tasks to providing deep insights through data analysis, AI is being leveraged across industries and integrating into various functions such […]

By Tom Swanson, Engagement Manager at Heinz Marketing We often think of “Spearfishing” as largely for net-new logos.  Embracing customer-led growth gives us more options for how and when we use highly-targeted, precise tactics to drive more revenue. It makes sense to double down on those who’ve already opened the door.  This is marketing 101, […]

By Carly Bauer, Marketing Consultant at Heinz Marketing Artificial intelligence (AI) is transforming the marketing landscape, offering businesses unprecedented opportunities for efficiency, personalization, and scalability. However, as powerful as AI is, the human touch remains irreplaceable in fostering genuine connections and building trust with customers. The key to successful modern marketing lies in striking the right […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing  Here at Heinz Marketing, we are optimistic about AI’s future impact on B2B marketing. We believe it’s essential to continuously explore and test new tools and technologies—including AI—to optimize our work and enhance the B2B marketing strategies we develop for our clients. While this is standard practice […]

By Tom Swanson Engagement Manager at Heinz Marketing Let’s get straight to the point: there is no one-size-fits-all approach to integrating AI.  Part of this is because of regular change management rules (every change is different, etc.), but another part is just how nebulous the term “AI” is.  Somewhere in the past 6 months I lost […]

By Win Salyards, Senior Marketing Consultant at Heinz Marketing Artificial Intelligence tools like language models and image generators have revolutionized business operations. These tools offer unprecedented efficiency and cost-effectiveness, making them an attractive option for many tasks. However, as businesses increasingly lean on AI for content creation, customer service, and other functions, it’s crucial to understand […]

By Lisa Heay, Director of Business Operations at Heinz Marketing As part of my Marketing Operations role, one of my focus areas is to understand how our website is performing and where we have opportunities for optimization. But we don’t have a dedicated website team, advanced tools, or even a budget to put toward the […]

By Carly Bauer, Marketing Consultant at Heinz Marketing To succeed we must adapt to remain competitive. We all know this, yet some companies are faster or slower to adapt than others. As we work to adapt their strategies to the ever-changing market, one key decision that is becoming more common is whether to leverage AI technologies […]

By Tom Swanson, Engagement Manager at Heinz Marketing CLG (customer-led growth for the unaware) is another entry in the X-Led Growth trend.  Taking away the fancy name and buzzy acronyms, the concept has been around for a long time.  Whether integrating Voice-of-the-Customer efforts, building customer marketing strategies, or writing a simple customer nurture, extracting more […]

By Sarah Threet, Marketing Consultant at Heinz Marketing  In Brittany’s blog “How to Build a VoC Strategy from the Ground Up”, you learned how to define a Voice of the Customer (VoC ) strategy and what you need to start building one in your own organization. In this blog, we will talk about:  Patterns we’ve […]

By Win Salyards, Senior Marketing Consultant at Heinz Marketing It is tempting to view the customer journey as a straightforward, linear process. We often envision customers progressing neatly from awareness to consideration to decision, adhering to a set path. However, this oversimplified perspective can lead to missed opportunities and a lack of understanding of the true […]

By Carly Bauer, Marketing Consultant at Heinz Marketing Optimizing Your Attribution Model: How to stay scalable and flexible In today’s marketing landscape, attribution models are crucial tools that allow businesses to understand the customer journey and measure the effectiveness of various marketing channels. By accurately attributing conversions and sales to the appropriate touchpoints, companies can optimize […]

By Sarah Threet, Marketing Consultant at Heinz Marketing  One of biggest struggles of CMO’s today is in the measurability of marketing efficiency and effectiveness – particularly, the ROI of different strategies, campaigns, and sources.   The average marketing org comprises of so many functions and so many people that it often leads to siloes of […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing Do you ever feel like your sales, marketing, and customer success teams work from different playbooks? Imagine how your customer feels if they encounter inconsistent messaging, a clunky onboarding process, or a lack of post-purchase support. It’s certainly not an ideal B2B customer experience. A fragmented approach […]

In this week’s MarTech Moment, we are featuring Microsoft Clarity, a tool I’ve just recently come to know but have been using regularly for our own website optimization.  Clarity is a free behavioral analysis tool that helps you understand how people interact with your website. It can help you identify areas for improvement and optimize […]

By Win Salyards, Senior Marketing Consultant at Heinz Marketing In large organizations, misalignment of marketing goals and objectives can lead to wasted resources and missed opportunities. Creating structured marketing program workflows is a proven method to align subteams and streamline operations, ensuring everyone works towards common objectives. In this post, we’ll explore marketing program workflows, how […]

By Carly Bauer, Marketing Consultant at Heinz Marketing In today’s dynamic and interconnected digital landscape, understanding the effectiveness of marketing efforts is paramount for businesses striving to thrive in competitive markets. At the heart of this understanding lies a well-crafted attribution strategy—a roadmap that illuminates the journey customers take from initial engagement to conversion. However, crafting […]

By Carly Bauer, Marketing Consultant at Heinz Marketing In the first part of this three-part series, I talked about the basics of marketing attribution and its ability to provide insights into the customer journey. It included the different components of marketing attribution, the different types of attribution models and how to determine the most ideal model […]

By Win Salyards, Senior Marketing Consultant at Heinz Marketing When delving into B2B marketing, understanding the pivotal role of technical personas such as programmers, engineers, and IT professionals is key. Their specialized expertise and discerning preferences shape industries, making it imperative to engage them effectively. This necessitates a strategic approach that transcends traditional marketing tactics. In this […]

By Payal Parikh, VP of Client Services at Heinz Marketing As with any MarTech tool, getting to know the tool and its benefits is one thing. Determining if it is the right fit for your use case is next. And once you decide to purchase it for your organization, operationalizing it with people and processes is […]

By Lisa Heay, Director of Business Operations at Heinz Marketing As part of my Marketing Operations role, one of my focus areas is to understand how our website is performing and where we have opportunities for optimization. Google Analytics can be intimidating. Sure, there are baseline metrics like visitors and views, and you can watch the […]

By Maria Geokezas, Chief Operating Officer at Heinz Marketing We all know getting new customers through the door is important. But what we sometimes forget is getting them in the door is only the beginning. The true magic lies in keeping those customers. That’s where a shift in the way we see marketing can make a […]

By Tom Swanson, Engagement Manager at Heinz Marketing Last time we found out that ChatGPT struggles to make a visualized workflow. Today we are digging into whether or not ChatGPT can optimize a workflow based on qualitative data.  Enjoy the video below! Initial Findings: ChatGPT can create workflows from scratch but results may be suboptimal. […]

By Sarah Threet, Marketing Consultant at Heinz Marketing In my previous blog, I shared how I wanted to begin to demystify AI for myself by looking into how it can be used for predictive analytics. I learned the high-level information given to me in laymen’s terms and felt convinced that perhaps some of these platforms […]

By Win Salyards, Senior Marketing Consultant at Heinz Marketing Businesses must remain ahead of the constantly evolving marketing and sales landscape. Companies continually seek innovative solutions to comprehend their target audience better, anticipate their needs, and create bespoke strategies to drive conversions. Koala is an innovative account-based intent tool transforming how businesses approach their marketing and […]

Summary The blog discusses a potential shift from traditional marketing automation platforms toward more niche solutions that can offer industry-specific features, affordability, and improved customer service. The landscape changes rapidly each year, providing businesses with more and more options to suit their needs. By Lisa Heay, Director of Business Operations at Heinz Marketing What platforms come […]

Summary This blog post emphasizes the need for B2B companies to shift towards a customer-centric approach for sustainable revenue growth. It stresses alignment between marketing, sales, and customer success teams, known as the “Power Trio,” to deliver value-driven experiences. Strategies for vertical and horizontal collaboration are outlined to ensure effective communication and gather diverse insights. […]

Summary One marketer’s journey into machine learning and predictive analytics. This blog explores various techniques within predictive analytics highlighting their relevance in marketing. Follow a journey that demystifies the process of executing a propensity model with AI tools, discussing steps from choosing an AI platform to model deployment, emphasizing the accessibility of predictive analytics tools […]

Summary ChatGPT is a powerful tool, but can it make a workflow? Sorta. The tool is great for a start, but struggles to visualize and work in partnership on a project like this. See below for prompts, diagrams, and some funny responses. By Tom Swanson, Engagement Manager Can ChatGPT make a marketing workflow?To not bury […]

Summary 10 writing and editing fundamentals to remember to review. By Win Salyards, Senior Marketing Consultant at Heinz Marketing Writers can often get caught in habitual pitfalls. It’s good to revisit fundamental principles to combat falling for those traps. Consider these ten practices to ensure you avoid common writing traps: Eliminate redundancies: Remove repetitive expressions or […]

Summary This article addresses “collaboration drag,” a major revenue challenge for marketing and sales leaders and offers a three-part action plan—Fix the Foundation, Build Cross-Functional Systems, and Foster a Culture of Innovation. By tackling both systemic issues and individual mindsets, organizations can foster a collaborative environment, enhancing work quality and team relationships. By Maria Geokezas, Chief […]

Summary There are plenty of reasons to improve how you orchestrate your marketing. One that is often overlooked is how it can improve team culture. It takes work and focus to improve culture through orchestration, so this post should serve as a guide for how to build culture into your marketing orchestration governance and ensure […]

Summary This blog emphasizes the importance of a principled approach to orchestration and stresses how leadership alignment is crucial for successful orchestration. It highlights how marketing orchestration, through unified strategy, consistent messaging, cross-channel coordination, data-driven decision-making, improved efficiency, and real-time visibility addresses go-to-market hold ups. By Sarah Threet, Marketing Consultant at Heinz Marketing Do you […]

Summary In this first installment of our marketing attribution mini-series, we delve into understanding the basics of marketing attribution and it’s ability to provide insights into the customer journey. Marketing attribution serves as the compass, guiding marketers through the complex landscape of touchpoints. This method allows businesses to dissect and assign value to various interactions, […]

Summary Let’s talk about the importance of effective reflection for personal and professional growth. We highlight benefits such as enhanced self-awareness, informed decision-making, continuous learning, goal clarity, improved relationships, and communication. Learn strategies for both individuals and businesses to master effective reflection. By Carly Bauer, Marketing Consultant at Heinz Marketing The beginning of the year is […]

Summary MarTech Moment covering how the powerful AI-driven search engine You.com could be useful for B2B marketers. By Win Salyards, Senior Marketing Consultant at Heinz Marketing In B2B marketing, staying ahead of the curve is essential. With the ever-evolving digital landscape, finding the right tools to connect with potential clients and partners is crucial. This is […]

Summary This blog explores the transformation of Customer Relationship Management (CRM) with the integration of big data. It discusses how big data enhances CRM strategies by providing deeper insights into customer behavior and preferences, while also addressing the challenges and innovative solutions in merging these technologies. The blog concludes by emphasizing the necessity of this […]

Summary Discover how AI is reshaping B2B marketing by prioritizing a customer-centric approach. Explore the power of AI in uncovering data-driven insights, refining marketing strategies, automating campaigns, and measuring success in real-time. By embracing AI, you can stay competitive and lead in this dynamic, data-driven era. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing In […]

Summary For the most versatile way to speed up typing on Chrome, check out TextBlaze By Sheena McKinney,  Business Operations and Marketing Assistant at Heinz MarketingI love saving time and energy don’t you?I’ve used QuickParts in Outlook for years.  Or if you’re a Gmail user— “template” (previously called “canned responses”). It’s so handy (and quick) […]

Summary Finding difficulty implementing new tools and processes in your business or marketing department? This blog outlines the steps to select a new tool, gain buy in from stakeholders, and align your teams on adoption. By Sarah Threet, Marketing Consultant at Heinz Marketing  Do you have a difficult time choosing the right tools for your […]

Summary In this blog post, we explore the criticality of evolving marketing orchestration processes, particularly as businesses scale. We discuss the challenges of making process changes and identify key indicators that signal a need for improvement, such as persistent delays in project timelines, poor inter-team communication, and the repetitive emergence of similar problems. The post […]

Summary This blog discusses the critical role of metrics and advanced analytical techniques in evaluating and enhancing B2B content marketing strategies. It emphasizes the importance of choosing the right metrics for evaluating content reach, engagement, lead generation, and SEO effectiveness, while also exploring advanced tools and trends in content marketing analytics for better strategic decision-making […]

Summary To form an effective strategy and stay competitive in today’s dynamic market landscape, one must have the ability to gather and leverage valuable insights that drive informed decision-making. In this blog post, learn about 5 sources you and your teams can use to harness valuable insights to build strategies with greater impact. By Carly Bauer, […]

Summary This blog explores the transformative impact of digital strategies on Go-To-Market (GTM) approaches in the B2B sector, highlighting how leveraging technologies like AI and data analytics can enhance market penetration and customer engagement. It addresses the challenges and strategies for successful implementation, underscoring the need for B2B companies to adapt and innovate continuously in […]

Summary Explore the transformative impact of AI and personalization in B2B—gain insights into boosting customer engagement, crafting tailored experiences, and strategically positioning your brand for success. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing AI and personalization are making waves in B2B conversations today. We’ve had our eye on personalization for a while, and now […]

Summary Keeping communications going is hard enough.  When you are trying to manage change, it is even harder.  Here are some tips on how to maintain communications during times of change. By Tom Swanson, Engagement Manager Today we’re delving into a crucial aspect of change initiatives – maintaining effective communication. It’s a question I frequently […]

Summary This blog explores the use of a hierarchical content taxonomy as a practical strategy for organizations with limited resources looking to streamline content development. You will learn how to define a content taxonomy, the benefits of implementing a content taxonomy, and will be presented with an applied client example. By Sarah Threet, Marketing Consultant […]

Summary Aligning marketing and sales teams can be a significant challenge for many companies. However, marketing orchestration can help. Marketing orchestration is a strategic framework that guides marketing activities from conception to execution and beyond. Here are six benefits of marketing orchestration and how it can support sales and marketing alignment.  By Win Salyards, Senior Marketing […]

Summary Uncover the art of strategic decision-making in project management as we delve into the intricate choice between RACI and DACI. Beyond mere tools, discover how understanding your team’s dynamics, project nuances, and organizational culture can redefine success. Explore the post to unlock the secrets of fostering teamwork, role clarity, and achieving project triumph. By […]

Summary Trying to make improvements to your go-to-market process and still hitting snags? Unsure if the primary cause is a process problem or a people problem? In this blog, we use EOS’s GWC framework, alongside a client example, to work through how we determine the root of the issue and apply the appropriate solutions. By […]

Summary This article discusses the challenges and benefits of a Marketing Center of Excellence (CoE) business operations model and how the RACI tool can be an effective building block for creating a CoE by emphasizing the importance of clearly defined roles and responsibilities. By Maria Geokezas, Chief Operating Officer at Heinz Marketing If this year has […]

Summary Marketing’s role should not stop at acquiring new customers. That’s where Iterable comes in. Iterable is a marketing automation platform that helps businesses engage their customers, using real-time behavioral data, through personalized and targeted campaigns across various channels, including email, mobile push notifications, SMS, and more. By Lisa Heay, Director of Business Operations at Heinz […]

Summary Brent Adamson, Co-Author of The Challenger Sale spills some tea about the book, his personal book collection, recommendations, and the NEXT book. By Sheena McKinney, Business Operations & Marketing Assistant at Heinz Marketing Most marketers are familiar with the best-selling, industry changing The Challenger Sale and The Challenger Customer. We had the privilege of having […]