Ortto - Podcast Details

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Think and Act Locally 🏘️ Brainerd's Budget: A City's Hard Financial Reality #408This article from Strong Towns, part of a series on city finances, contrasts the budgetary realities of cities with those of national governments, arguing that cities operate more like households. Focusing on Brainerd, Minnesota, the piece utilizes the Strong Towns Finance Decoder to analyze the city’s sustainability, flexibility, and vulnerability, revealing concerning trends in its financial position. It emphasizes that unlike nations, cities cannot endlessly borrow or print money, and must confront the consequences of overspending through service cuts, tax increases, or debt. The article advocates for a more realistic and fiscally responsible approach to municipal finance, urging ci...

2025-04-0713 min

The Pulse by Ortto My email deliverability sucks — how do I fix it?Travis Hazlewood, Head of Email Deliverability at Ortto, takes a deep dive into why you might have email deliverability problems, and how to fix them. Hosted on Acast. See acast.com/privacy for more information.

2023-10-0307 min

The Pulse by Ortto Go-to-market: The marketing foundations every startup needs for successIn 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, Stella Startups’ Gemma Clancy shares the importance of starting with customer research, and how early-stage startups should approach community hacking and product-led growth. Hosted on Acast. See acast.com/privacy for more information.

2023-10-0207 min

The Pulse by Ortto The complete guide to building a growth marketing planWe’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 from scratch, this updated guide to building a growth marketing plan will help you get clarity on the steps you need to take for real, tangible, business growth.

2023-09-2819 min

The Pulse by Ortto Lessons from a one-person marketing team: How this marketing manager makes a little go a long wayMarketers have never been asked to do so much with so little. That pressure only intensifies when you’re a one-person marketing team tasked with making a big impact on a small budget. “That really resonates with me,” says Sophia Firth, Marketing Manager at Rungway. “One of my biggest challenges is that I'm on my own, and having the resources that I need to do my job correctly and do it well,” she says. At Rungway, an employee listening platform, Sophia’s been tasked with building the brand’s awareness and delivering pipeline—a lofty goal for a solo marketer. She shares her ad...

2023-09-2503 min

The Pulse by Ortto Return on investment (ROI): How to calculate it and why it mattersReturn 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 episode, we’ll look at calculating ROI, when it is a worthwhile metric to track and optimize towards, and where marketers feel it falls...

2023-09-2108 min

The Pulse by Ortto Strategies for success: 9 marketers share their top tips for data-driven marketingHarnessing the power of data can provide businesses with valuable insights, enhance customer experiences, and ultimately drive growth. However, embarking on a data-driven marketing journey requires careful planning and execution. We asked nine experienced marketers to share their top tips for getting started with data-driven marketing. They emphasized the significance of setting clear objectives, focusing on data quality over quantity, selecting the right tools, upskilling yourself and your team, and maintaining a balance between data-driven insights and creative innovation. Hosted on Acast. See acast.com/privacy for more information.

2023-09-2004 min

The Pulse by Ortto "The focus is always relevance": How data can drive hyper-personalized experiences at scalePersonalization 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, says Tom, is having a complete view of all the data you hold on your customers, so you can segment your audiences and target them with the right message at the right time.

2023-09-1803 min

The Pulse by Ortto Work smarter: How to build high-performing always-on drip campaignsWhen 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 examples of successful campaigns from real marketers. Hosted on Acast. See acast.com/privacy for more information.

2023-09-1415 min

The Pulse by Ortto Mastering data-driven marketing: How to make data the foundation of your marketing strategyMarketing 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 the ground up, from deciding what data you need to how to collect and connect it; how to analyze your data; the benefits of a data-driven market...

2023-09-1330 min

The Pulse by Ortto Mea culpa: A marketing leader shares how his biggest mistake led to his proudest achievementIn The Pulse's Mea Culpa series, marketing leaders share their biggest mistakes, and what they learned from them. In this edition, Mable’s Director of Growth Ventures, Matt Gudge, shares how he's made learning from failure business as usual. It all started with a disastrous pitch that reframed his approach to marketing and leadership. Hosted on Acast. See acast.com/privacy for more information.

2023-09-1206 min

The Pulse by Ortto Automation evolution: How marketers think about and choose email marketing software todayMarketing 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. This rapidly changing landscape begs the question: What matters in marketing automation software today?In this guide, we’ll explore just that with a refreshed look at how your...

2023-09-0717 min

The Pulse by Ortto Mastering AI marketing: A complete guide to making AI a part of your marketing strategyAI 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 seeing “a revenue uplift of 3 to 15 percent, and a sales ROI uplift of 10 to 20 percent”. It’s clear that businesses that don’t focus on incorporating AI into their marketing strategies w...

2023-09-0635 min

The Pulse by Ortto Email benchmarks part II: How you should measure the success of your email marketingAs promised in Part 1 on the perils of relying on industry benchmarks to measure the success of your email marketing, Travis Hazelwood returns to the discussion to talk through some practical steps you can take to both improve your email marketing strategy and gauge its success. Hosted on Acast. See acast.com/privacy for more information.

2023-09-0306 min

The Pulse by Ortto Automate that: Types of marketing automation and how they're evolving in the AI eraRapid 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 changing how we work and what to look for when you’re reassessing your tech stack. Hosted on Acast. See acast.com/privacy for more information.

2023-09-0119 min

The Pulse by Ortto Mastering omnichannel marketing automation: A comprehensive guide to building successful campaignsOmnichannel 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 examples of automated campaigns that drive results, and more. Hosted on Acast. See acast.com/privacy for more information.

2023-08-3133 min

The Pulse by Ortto "It's about getting creative": Achieving remarkable results on a limited marketing budgetMarketers everywhere face the same challenge: Achieving measurable results with limited resources. “I’ve been there in the past,” says Lara Barnett (nee Vandersluis), Head of Marketing for Logicalis Australia. She has a few ideas for marketers working with tight budgets—and how to demonstrate the return on investment (ROI) of their efforts. More than anything, “it’s about getting creative” and working with what you have to strengthen your brand presence. Hosted on Acast. See acast.com/privacy for more information.

2023-08-2704 min

The Pulse by Ortto Mastering lifecycle marketing: A comprehensive guide to marketing throughout the customer journeyMarketing 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 and driving long-term success. In this comprehensive guide, we’ll take you through building a lifecycle marketing strategy that gets results, from laying the foundations for effective lifecycle marketing, crafting...

2023-08-2432 min

The Pulse by Ortto Out of the weeds: How to build a high-level marketing automation strategy that drives better customer experiencesAutomation 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 and your customer base expands, marketing automation without strategic direction can negatively impact the customer experience, and your bottom line.In this article, we’re ge...

2023-08-2415 min

The Pulse by Ortto Go-to-market: How combining digital tactics with human connections can help a startup soarIn 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 the payments software provider is taking on the US and its Head of Marketing and Communications, Katie Norbury couldn’t be more excited—if a little daunted. Whi...

2023-08-2107 min

The Pulse by Ortto “Never miss a chance to reward a prospect or customer”: One marketer's blueprint for lifecycle marketing campaignsLifecycle 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 overcome them, and why you should “never miss a chance to reach out and reward a prospect or customer.” Hosted on Acast. See acast.com/privacy for...

2023-08-1603 min

The Pulse by Ortto Building your martech stack: Why the customer experience should be at the forefront of technology decisionsCustomer experience should be the driving force behind every marketing technology decision, according to Jessica Kuipers, Marketing Manager at My Wealth Solutions, an Australian financial advisory firm where providing a personalized experience is paramount. “For us, everything comes back to the customer experience,” says Jessica, reflecting on the company’s marketing strategy. She applies the same principle when it comes to adding or subtracting new tools from her marketing technology stack. She shares her approach to reviewing her current stack, and how to choose martech tools that will enhance the customer experience. Hosted on Aca...

2023-08-1404 min

The Pulse by Ortto Part I: The perils of relying on industry benchmarks when measuring the success of your email marketingMarketing is one of those fields where KPIs and industry benchmarks are used constantly to prove success to higher-ups and in-betweens.But when it comes to email marketing benchmarks, the numbers don’t represent the truth to the degree that other fields might, which can make comparing your email marketing performance to industry benchmarks not only unreliable but also outright wrong. Hosted on Acast. See acast.com/privacy for more information.

2023-08-0707 min

The Pulse by Ortto Playing the long game: How this company is nurturing customers of the futureEntrepreneurs are Dinero's bread and butter. But with fewer people starting businesses than ever before in Denmark, where the online accounting platform is based, Dinero decided it needed to experiment with new approaches to expand its market and nurture potential customers over time, says Nicklas Aabech, Digital Marketing Manager. He sat down to discuss the company’s new approach to its marketing. Hosted on Acast. See acast.com/privacy for more information.

2023-08-0302 min

The Pulse by Ortto Building an automated lifecycle marketing campaign: A step-by-step guideThe ability to deliver personalized and relevant messages to your prospects and customers with the right message, at the right time, and at scale is critical to the success of any modern marketing strategy. But that level of personalization is almost impossible to achieve if you’re not leveraging automation in your lifecycle marketing. From welcome sequences to targeted nurturing campaigns, automated journeys empower marketers to deliver the right content to the right people at crucial touchpoints throughout the customer journey—and achieve scalability without sacrificing personalization. Hosted on Acast. See acast.com/privacy...

2023-08-0205 min

The Pulse by Ortto “Don’t test for testing’s sake”: Why this marketer is taking a hyper-targeted approach to testing and personalization"Test everything" has become a popular mantra in the marketing world, with marketers everywhere—but perhaps particularly those working in the SaaS sector— encouraged to test absolutely every element of their marketing campaigns, right down to something as small as the shape and size of their call-to-action buttons.“I think it’s quite easy just to test for testing’s sake,” says Sophia Firth, Marketing Manager at Rungway. While Sophia acknowledges she’s been down that route before, conducting A/B tests on extremely granular elements, she also notes that, more often than not, “you're no...

2023-07-3104 min

The Pulse by Ortto Orchestrating the customer journey: Laying the foundations for lifecycle marketing campaignsLifecycle marketing is one of the most powerful tools in a marketer’s arsenal for nurturing prospects and retaining customers, allowing you to cater to your audience’s needs at every stage of the buyer journey. But what does it take to build lifecycle marketing campaigns that work? You must lay the groundwork first, by honing in on your ideal customer profile (ICP), mapping out the customer journey, identifying key metrics for success, and tracking the data that will allow you to refine your campaigns over time. Once you have those foundations in place...

2023-07-2708 min

The Pulse by Ortto From insights to action: Why user research is “the single most important thing you can do”“Talking to your customers is the single most important thing that you can do,” thinks Martin Gontovnikas, Co-Founder and GTM Advisor at HyperGrowth Partners and former Senior Vice President of Marketing & Growth at Auth0. But most product and go-to-market teams just aren’t talking to their customers enough, he thinks, leaving them with a poor understanding of the customer experience—which can hurt everything from their marketing efforts to the product itself. One of the reasons teams aren't talking to their customers enough, he believes, is a simple one: “It's very scary,” he says. “It's hard to talk to peop...

2023-07-2503 min

The Pulse by Ortto “Marketing is an art and a science”: Why empathy is key to building successful email nurture campaignsNurture campaigns are the foundation of any modern marketing strategy. But creating nurture campaigns that convert requires a delicate balance of head and heart—and a lot more complexity than you might think, believes Lara Barnett (Vandersluis), Head of Marketing for Logicalis Australia in Sydney, Australia, an expert at building out multi-layered email nurture campaigns.“What makes a great marketer is empathy — being able to step into your customers' shoes, see through your customer's eyes, think through your customer's mind,” says Lara. Hosted on Acast. See acast.com/privacy for more information.

2023-07-2004 min

The Pulse by Ortto How to protect your email sender reputation: Don't underestimate the power of a strong passwordDid you know that the strength of a marketer’s login security can affect the success of their email marketing strategy? Marketers rarely have cause to think about cybersecurity and its effect on their job, thanks to their internal IT teams and the robust security configurations of whatever SaaS platforms they use.Like most non-cybersecurity professionals, marketers’ engagement with cybersecurity is almost entirely related to logging in—often perceived as more of an annoyance than anything else.But what many marketers don’t realize is that the strength of this one element can be the o...

2023-07-1704 min

The Pulse by Ortto Adapting to the changing buyer: Why your messaging must change to reach today's decision-makers“We have to change the language we’re using to speak to decision-makers,” says Simon Walker. “The tech buyer has changed. For the last thirty years, the technology industry predominantly sold hardware to technical people. But that paradigm has shifted with the prevalence of SaaS and technology moving from hardware to the cloud, which means that everyone in a business can now be a technology buyer.”Walker, the CEO and founder of Proposition, an integrated marketing agency based in Auckland, New Zealand, thinks many tech companies still haven’t caught up with that change, and, as a result, th...

2023-07-1003 min

The Pulse by Ortto A world-class content engine: Why this marketing director is “building a newsroom inside a marketing department”“You either have to do content well or not do it at all,” says Michael Oliver. For the Director of Marketing at MBK Search, that means steering away from basic how-to blogs and listicles and taking a journalistic approach to content that targets, nurtures and ultimately builds long-term relationships with the top-tier risk, audit, and compliance talent the UK-based global recruitment firm wants to attract. Oliver, who has been charged with overhauling MBK Search’s marketing strategy, decided that neither route was right for the company. “We don't want to position ourselves as a recruitment company in that se...

2023-06-2604 min

The Pulse by Ortto The retention mindset: How growth marketers can pivot from acquisition to retention for sustainable growthMarketing teams have prioritized acquisition-first strategies with a "growth at all costs" mindset over the past decade. But during the downturn, they'll need to shift their mindsets to focus on retention to ensure they continue to thrive in a tough economy.In this guide from Charlie Windschill, Director of Growth Marketing at Ortto, you'll learn how to adopt a retention-first strategy and empower your marketing team with the know-how to reduce churn and drive growth, including:Why you need to adopt a retention-first marketing strategyA new framework for building a successful retention...

2023-05-1719 min

Podcast de CRM con Jesús Hoyos Ortto: A Personalized - Focused Marketing Automation PlatformDirect from Australia, Lachlan Brown, Director of Sales at Ortto, joins me for coffee to discuss Ortto, an end-to-end customer journey solution. One of the things I don't like about the industry is that we have solutions for marketing automation, mostly for B2B, and we have B2C solutions for customer journeys. We also have a mix of D2C, B2B, and D2C for managing eCommerce journeys. However, there are omnichannel solutions in the market that can make end-to-end journeys all in one solution. Ortto is one of them. Lachlan also demos the product based on some...

2023-05-1238 min

The Pulse by Ortto A modern approach to lead scoring: Why traditional lead scoring falls flat in a product-led worldTraditional lead scoring is fundamentally flawed, but it's still foundational to the way many SaaS B2B go-to-market teams generate leads. It's time for that to change. Go-to-market teams need a new framework for lead scoring that reflects the way customers buy now.In this guide from Andrea Warmington, Senior Content Strategist at Ortto, you'll learn:Why traditional lead scoring doesn’t work anymoreWhat a product-qualified lead is and a modern approach to scoringHow a product-led approach to lead scoring can accelerate growthHow to implement a product-led lead-scoring framework...

2023-04-1823 min

Podcast Marketing por Idiotas - RFM 🎉Episódio 100 🎊 Tendências de AI, Privacidade e Fusões, Aquisições e Streaming – e100s01No episódio desta semana falamos sobre Tendências de AI, Privacidade e Fusões, Aquisições e Streaming. Episódio de: 23 de Dezembro, 2022 https://youtu.be/t7ZUYSLEo0k Download do podcast MIGUEL https://ortto.com/learn/ai-in-marketing-trends-for-2023/ https://www.spiceworks.com/tech/artificial-intelligence/guest-article/top-ai-trends-to-look-out-for/ 2023 odisseia no cyberespaço Eu começo este episódio 100 por dizer que nós realmente tivemos uma sorte incrível… Nós somos a geração que viu o mundo...

2022-12-2300 min

The Stack How to Build Your Marketing Stack in 2023 with Jon Miller, CMO of Demandbase and Adam Greco, Product evangelist for Amplitude2023 will be a fascinating time for marketing and tech, and you may be wondering how to build and optimize your stack.In this episode, Join Dan McGaw and industry leaders Jon Miller, CMO of Demandbase, and Adam Greco, Product evangelist for Amplitude, as they discuss the most important tech stack trends you must consider to win big and boost revenues in 2023.It’s no secret that the marketing technology landscape is constantly evolving. Driving growth in a tumultuous economy with your marketing technology investments will be critical. With consolidation happening all over the place, and maj...

2022-12-2145 min

Grind And Grow Marketing Show How to turn browsers into buyers.Fact: 90% of your website visitors are not ready to buy right now. So, what do you do with these looky-loos? How do you turn your audience into buyers? In this episode, we’re sharing our proven strategy to help you turn your own audience into actual buyers. Discussion Topics: Marketing automation Lead Magnets Lead Nurturing Tools & Tips Resources: Website Makeover Checklist: https://liquisdigital.com/resources/lead-gen-checklist/ Facebook Group: https://www.facebook.com/groups/motivatedbusinessowners Subscribe to our YouTube Channel: https://www.youtube.com/c/Liquisdesign?sub_confirmation=1 Ortto - https://ortto.co...

2022-11-1009 min

Tech Brew Ride Home Thu. 05/12 – The Everything Everywhere All At Once File OverflowsOther algorithmic stablecoins are teetering. Meta is cutting back, even when it comes to the Metaverse. Could an Instacart IPO lead us out of this darkness? Disney’s streaming business is holding up. For now. And the AR demo that was the most exciting thing from the I/O keynote yesterday.Sponsors:Ortto.comLinks:Terra Crunch Shakes Foundations of Crypto Stablecoin Complex (Bloomberg)Exclusive: Facebook-owner Meta tells hardware staffers to prepare for cutbacks (Reuters)SoftBank Reports Its Biggest-Ever Full-Year Loss (WSJ)Instacart Files Confidentially for an IPO That Could Happen This...

2022-05-1216 min

Tech Brew Ride Home Fri. 05/06 – Give Us The Passwordless Future AlreadyWith Apple, Google and Microsoft all signed up to offer FIDO Alliance technology, are we about to hear about some big passwordless tech at all the developers conferences this summer? China wants the whole country to turn in their foreign made laptops. Fortnite is available everywhere, including iOS, thanks to Microsoft. And, of course, the weekend longreads suggestions.Sponsors:HubSpot.comOrtto.comLinks:Apple, Google, Microsoft Back 'FIDO' Tech to Dump Passwords on Websites and Apps (CNET)China Orders Government, State Firms to Dump Foreign PCs (Bloomberg)Epic's Fortnite Now Free to...

2022-05-0615 min