James is a strategic partnerships manager within the digital marketing and email space for Experian Data Quality. As the “self-proclaimed email oracle,” James helps businesses learn how to better connect with their customers through better email data quality. When not ranting about the merits of real-time email verification, he’s drinking a scotch hopefully older than he is. Dog lover, car enthusiast, people person, and all around swell guy. Follow him @JamesStraggas.
The year was 2004. An ambitious, young, soon-to-be data blogger had his first internship in the IT department of a Fortune 500 company. (Impressive, I know.) I had been working there roughly three years and was considered the youngest employee in company history by at least half a decade.
Sounds like a sales pitch, but it’s not. There is a guaranteed, simple way to improve your conversion rates (or whatever else you are measured on in the Marketing world). You can scan the web, read as many books, and invest in as many programs as you’d like, but the answer is a lot simpler than you think, and just like a magic trick, the answer is most often staring you in the face.
I have worked with countless marketing agencies, marketers from Fortune 500 companies, marketers from SMBs...you get the picture. They all face different hurdles and different struggles in accomplishing their daily objective—which is to say, improving conversion rates. No matter the industry, the message, the budget, the database, they all share a common attribute—and that is the overall key to this “magic trick.”
You have two hours to complete your midterm. You may use your notes and handouts you have prepared, but no textbooks. Begin.
Piece of cake, I think to myself with my notebooks and photocopies spread out across a tiny desktop. I have done my due diligence in anticipation for this exam. I love when teachers allow the use of notes. How can I possibly get lower than an A? I have my notes, my friends’ notes that I have photocopied and all the handouts. Across my desk sits a sea of black ink bathed in yellow highlighter.