The Impact of Accurate Customer Personas on Conversion Rates
When marketers tell me their conversion rates are slipping, I usually ask one question: “Are you still using the same customer persona...
blog posts
How to Create an Effective Marketing Funnel (TOFU, MOFU, BOFU)
Let’s talk funnels. Not the kitchen kind—the kind that quietly drives the success of high-performing marketing campaigns. If you’r...
What Is TOFU, MOFU, BOFU? The Full-Funnel Marketing Breakdown
Let’s clear one thing up right away—when I say TOFU, I’m not talking about the stuff you toss in your stir-fry. I’m talking abou...
How to Improve ROI with Goal-Centered Campaign Planning
If your marketing ROI feels unpredictable—or worse, consistently underwhelming—your campaigns probably have a planning problem, not ...
Using Customer Data to Set Campaign Goals That Convert
If your campaign goals are set in a vacuum—based on instinct, assumptions, or “what we did last year”—you’re leaving performan...
How to Track Success in Goal-Driven Marketing Campaigns
If your campaign ends and you’re not sure whether it worked—you’ve got a tracking problem, not a strategy problem. Goal-driven cam...
The Role of KPIs in Goal-Oriented Campaigns
If you’re running a goal-oriented campaign without KPIs, you’re basically flying blind—with a really nice strategy documen...
From Strategy to Execution: Building Campaigns with Clear Goals
Having a strategy is great. But unless that strategy turns into clear, measurable execution—you don’t have a campaign. You have a do...
SMART Goals in Campaign Planning: How to Set and Achieve Them
If your campaign goal sounds like “get more traffic” or “increase brand awareness,” I’ve got news for you—it’s not a goal,...