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Articles by Carly Bauer
Frequently Asked Questions About Campaign Planning
Summary Effective B2B campaign planning requires aligning goals, audience, channels, and metrics to drive meaningful outcomes across the funnel. This guide answers 16 of the most common questions marketers face—from choosing the right tactics to measuring ROI and optimizing performance. Whether you're running an awareness push or a pipeline acceleration play, these insights help you plan smarter and execute with confidence.
B2B Reads: Remote-First Culture, Inclusive Meetings, Pricing Strategy, Distracted Consumers, & Gen AI in Market Research
Summary Some of our favorite B2B sales and marketing posts from around the web this week. Every Saturday morning, we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing, please let us know.
Why Your GTM Strategy Is Failing Without Cross-Functional Orchestration
Summary Most go-to-market strategies fail not because of poor planning, but because of poor orchestration between teams. This blog breaks down why cross-functional alignment is critical to executing GTM plans successfully—and how disjointed efforts across marketing, sales, product, and customer success can create friction that stalls growth. Walk away with a clear picture of what GTM orchestration looks like in practice and gain the tactical steps to build it into your revenue engine.
Webinar Recap: Why Your Pipeline is Broken (and How to Fix It)
Summary A predictable pipeline requires more than speed—it demands smart engagement, alignment, actionable data, and scalable processes. Speed to lead is crucial, but context and multithreading drive real conversions. Alignment across sales and marketing ensures shared goals, while intent-driven engagement turns data into meaningful action. Scaling requires AI and orchestration to maintain efficiency.
Predictable Pipeline Benchmarking: Sales Processes Lack Structure, Even with Adequate Resources
Summary Throwing more tools and resources at your sales team won’t fix your pipeline problems—it might even make them worse. The real key to predictable revenue? A structured sales process that ensures adoption, efficiency, and real results. Here’s how to bridge the gap. By Win Dean-Salyards, Senior Marketing Consultant at Heinz Marketing When we enter a new client company, we establish our baseline using the Predictable Pipeline Maturity Model.
Predictable Pipeline Benchmarking: Building Consistent Pipeline Growth
Summary An underdeveloped demand generation strategy leads to inconsistent pipeline growth, making it difficult for companies to move prospects through the buyer’s journey effectively. Common challenges include inconsistent lead quality, weak inbound marketing, inefficient paid media spend, and unclear marketing attribution, all of which contribute to an unpredictable sales cycle.
3 Messaging Mistakes No One Talks About
Summary Messaging fails when it’s generic, inconsistent, or too rigid. Avoid these mistakes with data-backed strategies for differentiation, consistency, and adaptability. By Brittany Lieu, Marketing Consultant at Heinz Marketing Good messaging is an art, but effective messaging is a science. Done right, your messaging should not only be indicative of your brand value but also differentiated, persuasive, and backed by insights from real customer data.
Building a Brand Story That Drives Demand
Summary Building a strong brand story is essential for both short-term demand generation and long-term growth. Companies can drive immediate impact by crafting clear messaging, leveraging data-backed storytelling, and aligning their narrative across digital channels and the buyer journey. Over time, investing in thought leadership, community engagement, and data-driven evolution ensures a brand remains relevant, trusted, and a key driver of sustained demand.
The Impact of Having Well-Defined Personas
Summary Well-defined personas are crucial for effective marketing strategies, as they provide deep insights into target audiences, enabling personalized messaging and improved campaign performance. Establishing Ideal Customer Profiles (ICPs) and buying committees lays the groundwork for persona development, ensuring businesses target the right companies and stakeholders.
Applying Marketing Orchestration Across Go-to-Market (GTM) Strategies
Summary The marketing orchestration approach ensures seamless alignment across teams, tools, and channels to create unified customer experiences, making it a critical component of an effective go-to-market (GTM) strategy. This blog explores how to apply marketing orchestration by addressing common gaps such as siloed teams, inconsistent messaging, and underutilized tools.
Election, Holiday Buzz: Where To Make Quick Pivots On Strategy
Brands just faced a perfect storm: the clamor of election season colliding with a shortened holiday cycle. With media saturated by political ads and consumer attention split between shopping and news, staying top of mind is no longer business as usual—it’s a test of agility, timing and the ability to seize opportunities amid the chaos. Consumers are busy, but they’re not out of reach.
The Balancing Act: How to Align Interim and Future-State Workflows in Marketing Orchestration
Summary This blog outlines how aligning interim and future-state workflows in marketing orchestration is essential for balancing immediate needs with long-term growth. By emphasizing flexibility, team alignment, and iterative optimization, organizations can create scalable workflows that deliver results today while building a foundation for future success.
How B2B CMOs Manage & Hire Agencies - A Discussion with Matt Heinz and Katie Hollar at Clutch
Summary This blog highlights a video discussion with Matt Heinz, Founder and President of Heinz Marketing, and Katie Hollar, VP of Marketing at Clutch, as they unpack the fundamentals of building a reliable pipeline. Matt shares valuable insights on how to hire agency partners, setting clear accountability standards, and fostering strategic alignment. With a focus on specialization, open communication, and shared goals, he reveals what it takes to create marketing partnerships that truly perform.
Clear Goals, Strong Results: Balancing Ambition and Realism with Marketing Orchestration
Summary Marketing leaders often face the challenge of balancing ambitious goals with realistic expectations. It's easy to set lofty targets, but without careful planning, those ambitions can lead to frustration and missed opportunities. This blog post will help you navigate the complexities of marketing orchestration by striking the right balance—achieving impactful results while keeping expectations grounded in what's truly feasible.
Recognizing the Signs: When Your Organization Needs Marketing Orchestration
Summary Marketing orchestration is a strategic approach that synchronizes marketing activities across channels, platforms, and teams to create a cohesive customer experience. It helps organizations improve efficiency, align teams, and deliver personalized messaging, ultimately driving higher conversion rates and customer satisfaction. Signs that a business needs marketing orchestration include siloed teams, fragmented customer data, and declining engagement.
Master Your Marketing Budget: Essential Steps for Planning Ahead
Summary This post discusses the importance of early marketing budget planning for 2025, even as 2024 is still in progress. It explains that planning in advance ensures financial health, operational efficiency, and long-term success for businesses. Key benefits of early planning include strategic clarity, informed decision-making, resource allocation, stakeholder buy-in, and reduced stress.
The Power of Strategic Pivots: Lessons from Peloton for B2B CMOs
Over the past decade, Peloton became a major player in home fitness with its sleek bikes and popular subscription platform for live and on-demand classes. During the pandemic, demand soared, but once it slowed down, Peloton struggled with overproduction and logistical issues. Despite this, Peloton has bounced back, especially with its 2024 marketing pivot.
Using ChatGPT for marketing Mixed Methods Analysis
Summary In this video, I will walk through how to use ChatGPT to conduct easy qualitative and mixed methods data analysis. Stop missing out on all of the context available in your qualitative data fields. There is a gold mine of information there, and now you can analyze it at scale. By Tom Swanson, Engagement Manager at Heinz Marketing Marketers love quantifying things, but what about the qualitative data? Things got a lot easier to analyze when GenAI came onto the scene.
Recognizing the Right Moment: When to Partner with a Marketing Agency
Summary This blog post examines the key indicators and situational triggers that suggest when B2B companies should consider partnering with a marketing agency. It delves into factors like stagnant growth, limited in-house expertise, and challenges in keeping up with rapidly changing marketing trends. For each scenario, the post provides causes, real-world examples, in-house solutions, and the limitations of not engaging with an agency.
Leveraging AI-Driven Personalization for Enhanced Customer Engagement and ROI in B2B Marketing
Summary Creating a B2B customer journey map with AI integration helps optimize the customer experience and build a predictable pipeline. By leveraging AI-driven insights for data collection and analysis, businesses can enhance journey mapping, drive better engagement, and ensure long-term success. By Karla Sanders, Engagement Manager at Heinz Marketing In today’s competitive B2B landscape, understanding and optimizing the customer experience is crucial for building a predictable pipeline.
Navigating AI in the Workplace: Building an Effective AI Use Policy
Summary AI is revolutionizing how organizations operate, enhancing productivity, decision-making, and innovation across various functions. However, the integration of AI into daily operations necessitates the creation of an AI Use Policy to ensure responsible and effective use. An AI Use Policy is a set of guidelines that govern how AI technologies should be developed, deployed, and managed, aligning with the organization’s values and legal obligations.
Effectively Balancing AI and Human Touch in Marketing
Summary Balancing AI and human touch in marketing is essential for creating effective and engaging strategies. AI enhances marketing by providing data-driven insights, enabling personalization, and automating routine tasks, which frees up human resources for more creative and strategic initiatives. However, the human touch remains crucial for building trust, ensuring quality, and fostering genuine customer connections.
Leveraging AI-Driven Personalization for Enhanced Customer Engagement and ROI in B2B Marketing
Summary This blog offers strategies to avoid over-reliance on AI tools, emphasizing the need for balancing human input and enhancing AI training to maintain creativity and quality. By Karla Sanders, Engagement Manager at Heinz Marketing As we explored in the first part of this series, the technical perspective of over-reliance on AI tools reveals significant challenges, including feedback loops that degrade content quality, propagate biases, and stifle creativity.
3 Essential ChatGPT Hacks Every B2B Marketer Should Know
Summary Looking to level up your daily workflow with AI? Check out these essential hacks and learn how to craft effective prompts, use custom instructions, and boost your productivity as a B2B marketer. By Brittany Lieu, Marketing Consultant at Heinz Marketing Looking for more ways to level-up how you use AI in your everyday work?
Over-Reliance on AI Tools in Business Pt. 1: The Technical Perspective
Summary Read about the potential technical issues of over relying on AI tools, why it's important and their consequences. By Win Salyards, Senior Marketing Consultant at Heinz Marketing Artificial Intelligence tools like language models and image generators have revolutionized business operations. These tools offer unprecedented efficiency and cost-effectiveness, making them an attractive option for many tasks.
Managing Shiny Object Syndrome in AI
Summary Shiny Object Syndrome can distract marketing teams with the constant influx of new AI tools, leading to inconsistent strategies and wasted resources. This blog post explores the impact of SOS in marketing and provides strategies for leaders to help their teams make better, more strategic decisions when adopting AI tools. By establishing clear objectives, prioritizing effectively, and maintaining human oversight, marketing leaders can harness the power of AI more effectively.
When to Use AI or an Agency: Strategic Choices for B2B Companies
Summary Businesses must adapt to stay competitive, with many choosing between leveraging AI technologies or partnering with specialized agencies. This decision depends on various factors, such as the nature of the task, budget, and long-term goals. While AI excels in handling routine, data-driven tasks efficiently, agencies offer creativity and strategic expertise for complex projects.
How to Build a VoC Strategy From the Ground Up
Summary Implementing a Voice of the Customer (VoC) strategy is crucial for improving the customer experience, refining messaging, and boosting customer retention. Here are 3 key steps to build one from the ground up. By Brittany Lieu, Marketing Consultant at Heinz Marketing “The customer’s perception is your reality” Your customer’s perceived value (CPV) of your brand, your products, and your offerings will always be limited by your ability to create experiences that meet their expectations.
The Linear Trap: What is the Best way to Approach the B2B Customer Journey?
Summary Get an understanding of why breaking away from the linear mindset of the customer journey. Learn the benefits and reasons approaching the customer journey from a non-linear standpoint is strategically beneficial. By Win Salyards, Senior Marketing Consultant at Heinz Marketing It is tempting to view the customer journey as a straightforward, linear process. We often envision customers progressing neatly from awareness to consideration to decision, adhering to a set path.
Decoding the Customer Journey: A Guide to Effective Marketing Attribution - Pt. 4
Summary As the final part to this marketing attribution blog series Im focusing on the importance of scalability and flexibility in attribution models and the challenges many companies face to try and keep up with the ever-changing market. Learn about best practices for achieving scalability, such as adopting modular architectures, leveraging cloud infrastructure, and implementing efficient data processing techniques.
Decoding the Customer Journey: A Guide to Effective Marketing Attribution - Pt. 3
Summary Crafting a sustainable attribution strategy is essential for businesses in today's competitive digital landscape. It involves defining clear goals, selecting key metrics, and understanding the customer journey. By implementing appropriate attribution models, robust tracking tools, and integrating data sources, businesses can optimize their marketing efforts, drive informed decision-making, and ensure long-term growth while complying with data privacy regulations.
Transform Stress into Strategy: Finding Your Ikigai in B2B Challenges
Summary With budgets always tightening while expectations remain high, discovering your unique path to resilience, purpose, and fulfillment through Ikigai could be the breakthrough you’ve been seeking to not just endure but excel in your B2B career. By Sheena McKinney, Business Operations & Marketing Assistant at Heinz Marketing Do you know your “why”? There’s a path to discovering it, and you’ll want to leave no stone unturned in its pursuit.
Decoding the Customer Journey: A Guide to Effective Marketing Attribution - Pt. 2
Summary Marketing attribution serves as the compass, guiding marketers through the complex landscape of touchpoints. This method allows businesses to dissect and assign value to various interactions, aiding in the optimization of campaigns and strategic resource allocation.
The Growth Power Trio: Aligning Sales, Marketing, and Customer Success for Maximum Impact
Summary This blog post emphasizes the need for B2B companies to shift towards a customer-centric approach for sustainable revenue growth. It stresses alignment between marketing, sales, and customer success teams, known as the "Power Trio," to deliver value-driven experiences. Strategies for vertical and horizontal collaboration are outlined to ensure effective communication and gather diverse insights.
10 Fundamentals Even Prolific Writers Should Review
Summary 10 writing and editing fundamentals to remember to review. By Win Salyards, Senior Marketing Consultant at Heinz Marketing Writers can often get caught in habitual pitfalls. It’s good to revisit fundamental principles to combat falling for those traps. Consider these ten practices to ensure you avoid common writing traps: Eliminate redundancies: Remove repetitive expressions or ideas to enhance brevity and clarity in your writing.
Decoding the Customer Journey: A Guide to Effective Marketing Attribution Models - Pt. 1
Summary In this first installment of our marketing attribution mini-series, we delve into understanding the basics of marketing attribution and it's ability to provide insights into the customer journey. Marketing attribution serves as the compass, guiding marketers through the complex landscape of touchpoints. This method allows businesses to dissect and assign value to various interactions, aiding in the optimization of campaigns and strategic resource allocation.
Mastering Reflection: A Roadmap to Success in Career Growth and Business Development
Summary Let's talk about the importance of effective reflection for personal and professional growth. We highlight benefits such as enhanced self-awareness, informed decision-making, continuous learning, goal clarity, improved relationships, and communication. Learn strategies for both individuals and businesses to master effective reflection.
Maximizing Business Success: 5 Strategic Methods for Collecting Valuable Insights
Summary To form an effective strategy and stay competitive in today’s dynamic market landscape, one must have the ability to gather and leverage valuable insights that drive informed decision-making. In this blog post, learn about 5 sources you and your teams can use to harness valuable insights to build strategies with greater impact.
Michelle's App of the Week: StreamYard
Summary In this week's "App of the Week," we explore the advantages of StreamYard, with a particular focus on their latest offering—the "On-Air Webinar" feature. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing Since the start of the pandemic, chances are you’re regularly hosting some sort of virtual event. Maybe you’ve kept it relatively simple with a Zoom meeting. Or maybe you’ve invested in a specific webinar tool.
Do I Really Need To Be In These Meetings?
Summary Understand the importance of sales and marketing alignment within your organization through a real-life example and utilize the list of tips and strategies to help improve current internal alignment.
Win's App of the Week - Photopea
Summary This week's App of the Week features Photopea. By Win Salyards, Senior Marketing Consultant at Heinz Marketing My app of the week this week is a web app called Photopea. Since I don’t have Photoshop, when I need to edit images and create graphics or new designs but need more power than Canva or similar apps, I turn to Photopea. Photopea is a free, web-based image editing application that allows you to perform a wide range of editing tasks right from your browser.
Survive and Thrive: Manage Your Marketing Budget Through Tough Times
Summary Marketing departments are often the first to find their budgets cut. But that doesn’t mean your company’s goals have to fall by the wayside, too. With some creativity and perseverance, there is much you can do to not only survive in an economic downturn but thrive. By Lisa Heay, Director of Business Operations at Heinz Marketing It’s no secret 2023 has been a tough year for many businesses.
Carly's App of the Week: Dynamic Yield
Summary This week's App of the Week features Dynamic Yield By Carly Bauer, Marketing Coordinator at Heinz Marketing Customer transactions are no longer simple. They require an enduring relationship that is built for them through personalized experiences. To build sustainable revenue growth now and for the future, you must embrace building customer loyalty through memorable experiences. For this week’s App of the Week, we are featuring the all-in-one experience optimization platform, Dynamic Yield.
The Costly Mistake: Why Strategy Alone Isn't Enough
About 2,500 years ago, Chinese military strategist, Sun Tzu, wrote “The Art of War.” In it, he said: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Tactics and strategy should always complement each other and are two sides of the same coin. Here are some key benefits regarding the importance of tactics alongside strategy: Alignment: Tactics are essential for aligning the execution of a strategy with the desired objectives.
Carly's App of the Week: ClickUp
Summary This week's App of the Week features ClickUp, an all-in-one productivity platform where teams can come together to plan, organize, and collaborate on work using tasks, documents, chat, goals, whiteboards, and more. By Carly Bauer, Marketing Coordinator at Heinz Marketing Tired of your teams utilizing multiple apps and tools to track tasks, collaborate, monitor progress and performance, communicate internally, set goals, and save documents?
Five Components of Effective Positioning: An “Obviously Awesome” Book Summary – Part 2 | Heinz Marketing
Summary This is the second blog summary for April Dunford's book on positioning, "Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It". This summary covers the five (plus one) components that make up a strong positioning statement. By Sarah Threet, Marketing Consultant at Heinz Marketing In this blog, I continue to summarize April Dunford’s book on positioning, “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It”.
Bridging the Gap: The Crucial Role of Sales Insights in Enhancing B2B Marketing Messaging
Summary Here are 4 key reasons why B2B marketers shouldn't overlook sales input when crafting effective messaging. By Win Salyards, Senior Marketing Consultant at Heinz Marketing In the fast-paced world of B2B marketing, effective communication is critical to winning over potential clients and nurturing existing relationships.
The Fusion of Tradition and Customer-Led Innovation
Summary Customer-Led Growth (CLG) stands out as a transformative strategy, emphasizing real-time feedback, thorough customer journey mapping, and data-driven insights to drive brand loyalty and revenue growth. Rather than replacing traditional marketing, CLG synergizes with it, creating a dynamic feedback loop that prioritizes the customer's voice, fostering deeper connections, and enabling businesses to stay agile in a rapidly changing market.
The Power of a Strategy-First Mindset in B2B Marketing
Summary In an era where new marketing technologies are introduced almost daily, it's easy to fall into the trap of prioritizing tools over strategy. Yet, without a strategy-first mindset, these tools become rudders without a ship to steer. In this blog post, discover the key components to a strategy-first mindset, creating the foundation to optimize those tools in the right direction.
8 Lessons Learned from a Complete Website Overhaul
Summary A strong online presence is key to success in today's digital era. Discover insights from our recent website revamp to help guide you on your own journey towards digital transformation. By Michelle Voznyuk, Marketing Specialist at Heinz Marketing In today’s fast-changing digital landscape, a strong online presence has become more important than ever.
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