The Lure

Unique insights about Growth, Digital Strategy & MarTech

Ben Shapiro

Recent Posts by Ben Shapiro:

7 Barriers to Humanising Martech

We recently spoke about Martech’s paradox of tradeoffs, where we’re all being asked to centralise, de-centralise, automate and humanise our activities. Doing all four at once is hard, so we’re breaking down the barriers to each in this upcoming blog series to help organisations understand how Triggerfish is attacking the Martech landscape.

Topics: Growth Strategy GDD MarTech

A simple proposition for Martech’s paradox of trade-offs

My response to Scott Brinker’s: The New Rules of Marketing Technology & Operations

For those of you who don’t know who Scott Brinker is, he’s the current VP Platform Ecosystem Executive at HubSpot (one of the Martech vendors we work with), he also started out the below (in)famous Martech landscape super graphic in 2011 that now has 7000+ vendors on it through his ChiefMartech blog.

Topics: Growth Strategy GDD MarTech

Why Continuous Outcome Optimisation is good for business and great for marketers!

Continuous Outcome Optimisation is the process of establishing a regular monthly cadence that allows companies to identify issues that are stalling growth. This process usually consists regular analysis, KPI alignment, a review meeting and ultimately a backlog of activities.

In order to be productive and dynamic in a modern market, this process combined with Growth Driven Design enables a business to create more efficient growth strategies and ideally show results faster.

Topics: Growth Strategy

5 great reasons to look at Growth-Driven Design

Growth-Driven Design takes a systematic approach to web and digital design that shortens launch time, creates real impact, and provides businesses with continuous learning and improvement opportunities.

Topics: Growth Strategy GDD Agile Web Design

Adopting Account Based Marketing as part of your Growth Strategy

Account Based Marketing (ABM) empowers B2B marketers to approach strategic customer engagement successfully. It does this by considering an individual client as their own market. This allows for a strategic approach aimed at coordinating a personalised strategy that incorporates both marketing and sales team efforts. 

ABM helps companies shift their focus to targeted accounts that are identified after establishing clear business goals, this helps create an aligned value proposition that ensures the best possible fit for their product or service. To get the most out of ABM, we must tackle some common misconceptions associated with this approach.

Topics: Growth Strategy Digital Presales Inbound Marketing Account Based Marketing