Marketers: You Don’t Need ‘Big Data’ When Just a Little Data Will Do.

Jason Garoutte

It’s hard to be a marketer these days. Even when we carefully craft a message and follow best practices, 99 percent of our attempts can still fall on deaf ears. Are there any other professions where 1 percent is considered good?

I talk to Sales and Marketing leaders every day. Nobody ever says they’ve got enough pipeline. But where can they go for more? Email marketing and pay-per-click both show declining ROI, and many marketers have already invested to the point of diminishing returns. This year the answer seems to be Marketing Automation, and indeed this can add a flow of leads over time. But what if you don’t have time to wait? Today’s marketers need shortcuts through the funnel.

The good news is that shortcuts are possible, and it all...

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