Brand Strategy

Optimizing Customer Journeys through Strategic Rules of Engagement

Common trends have surfaced throughout many assessments and

Campaign Performance

The Benefits of Project Management and Process Governance

These days, we’re hearing a lot about restructuring and creating specialized teams to work faster, often leading ...

Competitive Intelligence

Selling SaaS: How to Strategically Sell B2B SaaS

Key takeaways from the ‘

Campaign Performance

How to use Marketo Email Insights for Email Reporting Success

Email marketing is an essential part of an organization’s marketing strategy. Even more important are the metrics ...

Digital Transformation Roadmap

Tackling Technical Debt: Empowering Marketers to Overcome its Impact

As marketers, we know how crucial it is to offer customer-centric products and services delivered in a seamless user ...

Customer lifecycle

AI-Driven Segmentation: Refining Audience Targeting with Salesforce Einstein and Marketing Cloud

In the fast-paced, ever-shifting landscape of the digital world, a fresh protagonist has emerged: AI-driven ...

Audience Intelligence

Adobe Experience Platform Real-Time CDP: Digital Data Ingestion

From capturing cart abandonment and browsing interests to tracking newsletter sign-ups, an organization must ...

Analytics Ecosystem

Einstein AI Analytics: Uncovering Insights and Optimizing Marketing Performance in Salesforce Marketing Cloud

As a marketer, I know how important it is to stay ahead of the curve and make data-driven decisions. That’s why ...

Customer lifecycle

How to Choose Between AJO, Marketo, and Adobe Campaign

Are you feeling overwhelmed by the endless marketing automation options out there? As the world of

Customer Marketing

AI-Powered Personalization: Boosting Customer Engagement with Einstein in Salesforce Marketing Cloud

The age of mass marketing is long gone. In today’s fast-paced, digital landscape, personalization is the key to ...

Customer Marketing

Harnessing the Power of AI: Enhancing Salesforce Marketing Cloud with Einstein for Data-Driven Results

As a marketing professional, I am always on the lookout for new ways to improve my marketing strategies and drive ...

Creative Design & Development

Adobe Journey Optimizer (AJO): An Art Director’s Perspective

In a world where businesses are continuously striving to create impactful content that resonates with their ...

MarTech Optimization

Top 5 Updates from the Salesforce Summer ‘23 Release

We recently sat down with Rick Craig, on our TechOps team, to get the inside scoop on the top 5 updates to look out for in the upcoming SFDC Summer ...

Organizational Design

Decentralized Marketing and the COE That Holds it Together

As businesses go through acquisitions/mergers and look to expand into new markets, often the organization shifts ...

Brand Strategy

How Marketing Technology Supports Your Brand

A company’s brand is only as strong as the experience it creates across the entire customer lifecycle, and ...

MarTech Optimization

10 Tell Tale Signs Your Marketing Technology Stack is in Trouble

With the ever-growing number of marketing tools and platforms currently available, it’s not uncommon for a marketing technology (martech) stack ...

Customer lifecycle

Breaking Down Technical and Organizational Silos with Adobe Journey Optimizer

Understanding customer behavior,

Customer lifecycle

New Braze Early Access Features We Love 2023

Shift Paradigm’s Technology Operations Strategist, Michael Helfin is back with more exciting news on the ...

Campaign Performance

Journey Orchestration: 6 Ways Adobe Journey Optimizer Helps Your Company

For businesses looking to create and manage more personalized experiences with their customers there are numerous marketing journey orchestration ...

Customer Data Platform Implementation

10 Questions You Need to Ask CDP Vendors

CDPs are marketer-managed systems designed to collect customer data from all sources and build unique, unified ...

Data Strategy & Design

Data Hygiene and Why it Matters

Your marketing efforts are only as strong as the quality of your data, and with marketing budgets tightening up, it ...

Customer Marketing

What’s Next in 2023? Here’s a Roundup of Predictions From our Team

As we find ourselves thigh-deep in the last quarter of the year, it’s wise to look ahead and consider what comes ...

Customer lifecycle

How to Really Fulfill the Promise of Customer Centricity

In the last two years, everything has changed in digital marketing. Not only was there the obvious (the pandemic and ...

Customer lifecycle

Customer Lifetime Value – Putting a Price on Profit Potential

Take a look at your current customers. How well do you understand their value? Do you know how much revenue they ...

MarTech Optimization

What It Takes to Become Salesforce Certified

At Shift Paradigm, we believe investing in employee education and training pays off in better service for our ...

MarTech Optimization

How to Succeed with Salesforce Marketing Cloud

As a digital platform architect for Shift Paradigm, Heather McCullough is a subject matter expert in Salesforce ...

MarTech Optimization

A Behind the Scenes Look at Top MOPs Leaders’ MarTech Stacks

In our recent

MarTech Optimization

The Perfect MarTech Stack, at Various Revenue Stages

While variability always exists between organizations—and therefore variability in their technology ...

Customer Data Platform Implementation

Customer Data Platform (CDP) Vendor Comparison Tool

While variability always exists between organizations—and therefore variability in their technology ...

Customer Data Platform Implementation

How Marketing Data Should Flow Through Your MarTech Stack – A Precursor to CDP

Marketers are rarely data experts, but the best marketers I know have a keen handle on their data. I’ve personally ...

Compliance & Governance

Apple’s “Mail Privacy Protection” is an Earthquake for Email Marketers

Apple introduced new privacy features at its annual Worldwide Developer Conference in June, and they will have an ...

Marketing Performance Management

Center of Excellence: The Tool of Great Marketing Teams

The term Center of Excellence (COE) seems like it only applies to large organizations, but in our experience with ...

Compliance & Governance

What is CCPA?

This is part 1 of a 2-part series from Chris Arrendale. To view part 2 of this series please see ‘

Recruiting & Hiring

5 Interview Questions to Ask Your Next Marketing Automation Hire

Most people hiring for marketing automation experts don’t have the platform expertise to uncover a true expert from ...

Customer lifecycle

The Quick and Dirty of the Marketo Lead Lifecycle

Marketing terms evolve quickly and without any governing body to help organize, vet and evangelize for them. The ...

Compliance & Governance

What Are DMARC, DKIM, and SPF?

DMARC, DKIM, and SPF represent more than technical email setup. If ignored or incorrectly configured, they negatively ...

Needs & Gap Analysis

How to Become a Chief Marketing Officer (CMO)

If you are passionate about the field of marketing and enjoy the role of a leader, you may find yourself asking, ...

Recruiting & Hiring

Key Strengths Every Modern Marketing Team Needs

Skill-based assessment seems like the best approach for hiring marketers. Surprisingly, in our work with thousands of ...

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