Stephanie Miller
Stephanie Miller leads the IMM/integrated marketing management practice for brand and marketing technology strategy firm TopRight (www.toprightpartners.com). She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industrywide initiatives. Feedback and column ideas are most welcome at smiller@toprightpartners.com or @stephanieSAM.
Strategy and Technology: Which Is Chicken and Which Is Egg?
Performance Marketing
The average marketing stack includes up to 17 distinct technologies, according to Signal. Yowsa. No wonder integration is a big pain point for most marketing teams. No wonder martech is [...]
Beacons — and the Data They Provide — Help Merge the Digital and Physical Worlds
Performance Marketing
Wouldn't it be great if we could all create marketing that is so fantastic, it becomes inextricable from the brand experience? What if those experiences were seamless between your audience's [...]
IMV15 Panel: Master Marketing Technology in Service to Customers
Performance Marketing
Technology should empower the marketing organization to better serve customers, but many times, we find that the organization is mastered by the technology. Decisions are made not because they are [...]
Releasing Data Trapped in CRM for Email Marketing
Performance Marketing
Want higher email marketing response rates? Personalize! Sounds straightforward, until you realize that the data you need is trapped in your CRM system or segmentation engine, and you don't have [...]
5 Elements to Move From Segmentation to Personalization
Performance Marketing
There is a big difference between segmentation and personalization. Most marketers do segmentation pretty well — they use some sort of marketing database or CRM system to identify audience members [...]
The Power of Play: Gamification Changes Customer Engagement
Performance Marketing
What is it about games that engage and delight us? The competitive drive? The sheer entertainment? From our first game of “I Spy” or tic-tac-toe, we loved the challenge and [...]
Your Secret Weapon for Amplification: Employees!tal
Performance Marketing
There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so few employee enablement programs—especially when both the knowledge of the [...]
An Inside-Out View of the Customer Funnel
Performance Marketing
No one in business ever profited by change for change's sake. However, no one ever stayed in business long without responding to market changes and evolving customer demand. We live [...]
5 Data-Driven Strategies to Feed Your Customer Obsession
Performance Marketing
The digitization of our culture and marketplace has made it even more important for marketers to be customer advocates. Every bit of content we create, every retargeting campaign we develop [...]
3 Success Factors to Insights-Driven Automation
Performance Marketing
Most marketers do not have a technology problem. In fact, we've crossed the chasm of a few years ago, when technology could not keep up with marketers' vision of customer [...]