You may find yourself wishing you had more data to help you understand the value of your leads. In a perfect world, every new column would be filled out consistently, giving you richer, more precise insights. But the reality? Between chasing follow-ups and keeping existing scoring systems updated, asking sales to fill out multiple new fields just isn’t realistic. The good news: you may not need more fields. The data you need could already be sitting in your CRM, just waiting

Predictive models are powerful tools for making smarter marketing decisions, but as with any model, the details matter. One common consideration is whether to include source as a variable. At first glance, it makes sense since different audiences generate different types of leads. But when predictive values are used not just for reporting, but for network optimization, including source as a variable can introduce risks that undermine campaign performance.

In digital marketing, big declarations never seem to stop. We like to put permanent labels on things because it feels easier: easier to write something off, easier to believe that if you just do X, Y, and Z, you’ll win. Reality is never that simple. And yet, I still hear people confidently claim that paid search is dead. That one surprises me the most. I’m open to new ideas, but in my experience, paid search isn’t dead—it’s just harder, noisier, and far more sophisticated th

Meta would like to make advertising as simple as providing your website and credit card, and letting them handle the rest. On the surface, that might sound appealing. For agencies, it might feel a little uncomfortable. For companies paying an agency, it might raise a question: If AI can handle everything, do we really need a partner anymore? The answer: Yes. Probably more than ever. Here's why digital marketing agencies will remain indispensable in an AI-driven advertising

As digital behavior continues to evolve and platforms become more competitive, marketers need to adopt a more balanced approach to reach their audience effectively. Diversifying your media mix (by using multiple platforms, formats, and creative strategies) helps improve performance, reduce risk, and create more consistent results over time. Here's why this approach matters and how it supports long-term growth.

There’s a common misconception in digital marketing that you can choose between investing in SEO or running paid ads and still check the box on growth. On the surface, it might seem reasonable. If one channel is performing well, why spend money or time on another? But in nearly every case I’ve seen, businesses that rely on just one of these approaches are missing out. Whether it’s lost visibility, lower conversions, or simply fewer insights to learn from, the opportunity cos