The Pulse by Ortto

We’ve reached a point where the unprecedented is expected. Even the most well-established businesses cannot expect continued growth, they need to be proactively pursuing growth at all times.

In this environment, more than ever before, a carefully constructed growth marketing plan is an essential part of achieving business objectives. Whether you have an established plan that simply requires fine-tuning or you’re building a plan ...

Return on investment (ROI) is one of marketing’s more ubiquitous metrics. But that doesn’t necessarily mean it’s popular. Most modern marketers have a complicated relationship with ROI. On the one hand, it is a simple calculation that gives a rough sense of whether a marketing investment was worthwhile. On the other hand, ROI is a limited metric that has been known to lead to preemptive budget cuts and short-termism.

In this epi...

Personalization is the number one priority for Tom Mitchell, Senior Lifecycle Operations Manager at Sona. The UK-based SaaS platform is used by industries as diverse as social care to hospitality for frontline scheduling. But creating personalized experiences that cater to completely different audiences, each with their own unique pain points and goals can make building personalized experiences at scale a challenge. The answer, say...

When budgets are tight and teams are crunched, using the cost-per-wear analogy on proposed marketing strategies can be a great way to prioritize. In other words, what can you build now that will serve you for months if not years to come? 

A well-designed drip campaign can take some time to build, but that upfront investment in time pays off in dividends. In this guide, we’ll revisit the basics and best practices before exam...

Marketing teams everywhere have amassed (and continue to gather) unfathomable volumes of data on their prospects and customers. But not all marketing teams are effectively leveraging that data to drive growth—and that’s a big mistake.

That begs the question: How do you build a data-driven marketing strategy that gets results?

In this comprehensive guide, we’ll walk you through building a data-driven marketing strategy from th...

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Marketing automation software is both simpler and more complicated than ever before. On the one hand, building a lengthy series of automated messages based on customer data and behavior is easier than we ever could have imagined. On the other, conversations about data privacy, sky-high expectations around personalization, and artificial intelligence’s potential uses demand a lot from our software, and the people using it. 

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AI marketing has evolved from a concept to a transformative force and is being adopted at speed by forward-thinking marketers to help them with everything from lead scoring to personalization to content creation.

“Artificial intelligence (AI) and machine learning (ML) continue to push the boundaries of what is possible in marketing and sales,” notes a report by McKinsey, adding that businesses already investing in AI are ...

Rapid advancements in artificial intelligence and machine learning are changing the way businesses think about automation. Once the conversation centered around taking daily, mindless tasks off the plates of busy marketers. Today it’s about how AI can predict outcomes, personalize content, and forecast results. 

In this updated guide to types of marketing automation, we’ll explore how these technological advancements are ch...

Omnichannel marketing automation is often misconstrued as a 'set-it-and-forget-it' activity. In fact, the opposite is true. When you take the time to analyze and optimize every automated campaign, from essential communications to strategic journeys, you can improve on almost every business metric.

In this comprehensive guide, we’ll revisit the basics, guide you through set and common pitfalls in implementation, share real-world ...

Marketing isn’t just about the top of the funnel—it's about nurturing relationships, boosting customer value, and creating brand loyalty. Enter lifecycle marketing: an essential strategy for every marketing team, allowing you to connect with your customers at every stage of their journey, from initial awareness to advocacy. 

So, why should you embrace this strategy? Because it's your ticket to enhancing customer experiences...

Automation is a critical component of modern marketing that enables timely, relevant, and personalized customer communications at scale.

It is so ubiquitous that many marketers see it as a tool or tactic that helps bring their campaigns to life, rather than a strategy itself. This may not cause any near-term headaches when marketing automation is being used sparingly. But as you increase the number and complexity of campaigns a...

In The Pulse's Go-to-market series, startup marketers share their advice and insights on marketing for startups. In this edition of Go-to-market, Paypa Plane’s Head of Marketing, Katie Norbury shares why going old-school can be key when competing with the big guys.

Brisbane-based startup Paypa Plane has had a bit of a dream run, attracting top investors and leading Australia’s shift to real-time payments and PayTo. Now t...

Lifecycle marketing is about “helping prospects to identify their pain points, educate them on it, discuss solutions—and do all of this before we begin to talk about ourselves,” writes Amber Bogie, Senior Director of Global Demand Generation at Reachdesk, a data-driven gifting platform that’s all about the customer journey.

Amber shared her approach to lifecycle marketing at Reachdesk with the Pulse, common mistakes and how to o...