All posts by Phil Bosley

Act-On Tracking Beacon: Technical Audit

What exactly is the Act-On Beacon? What does it do? The Act-On Beacon is the primary retargeting mechanic of Act-On. It is a relatively simple JavaScript tracker that places a cookie into the visitor's browser cache and records when that cookie is recorded on the tracked page. This data is sent to Act-On's Fact Database Continue reading »

The Art of Process Analysis: Seeing is Not Believing

“This is amazing. It’s so obvious now that you’ve pointed it out. We’ve been struggling with this for months, and now it just makes sense.” These words are incredibly validating and also commonplace in our customer conversations. This year alone, Tactical MA has provided nearly 600 hours of process development consultation to our customers. At Continue reading »

Fixing Unpredictable Lead Gen

No matter how your performance as a marketer is measured, funnel stage conversion rates are part of your process. Many marketers mistake their goal metric as the only metric to track (e.g., leads generated per quarter). This oversight creates a very reactive environment: if leads seem down, send more emails, and buy more ads; if leads are up, assume everything is just fine.

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Optimizing Lead Nurture: The Marriage of Automation, Segmentation, and Personalization

Most marketers agree that segmenting audiences is an intuitive practice that yields undeniable results. Commonly this is seen in advertising campaigns where audiences are selected by demographic factors like location, age range, or gender. As with most common practices in marketing, the difference between the good and the great is how well they understand and

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Why Isn’t My Marketing Working?

“We just aren’t seeing results from our marketing.” An overwhelming majority of our new clients open our very first conversation with this as the force that urged them to reach out. Companies often ask us to evaluate underperforming marketing campaigns. It’s one of the free services we offer, and we’re usually able to deduce the

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