Author: Pavitra Paul

Every CMO hits the same friction point in pipeline reviews. Should the team prioritize accounts that showed activity recently, or accounts that match the ICP perfectly but have gone quiet? One set feels urgent but messy. The other feels strategic but slow. This tension shows up across channels. A buyer clicks a LinkedIn ad today.… Continue reading Recency vs Fit: Prioritizing In-Market Accounts Without Guesswork

CMOs are getting squeezed from both ends of the funnel. Engagement is up across channels. Website sessions grow. Event teams scan more badges. LinkedIn ads bring clicks. Webinars pull registrations. Nurture emails get replies. Revenue teams still struggle to act at the right moment. A big reason is anonymous traffic. That is where Wyzard, the… Continue reading Identity Stitching for B2B: Linking Anonymous Visits to Real Accounts

CMOs keep hearing the same story in pipeline reviews. Demand gen is producing activity. Engagement metrics look healthy. Sales still reports that “the good leads are rare.” That gap shows up in every channel, not just on your website. It shows up when an event badge scan turns into an SDR task. It shows up… Continue reading Signal Quality: A Checklist to Stop False Positives Before They Hit Sales

Every CMO knows this tension. Demand programs drive engagement. Events fill up. Webinars bring registrations. Paid campaigns earn clicks. CRM dashboards show activity across the board. Revenue growth can still feel harder than it should. The issue is not a lack of engagement. The issue is what happens after engagement shows up. A lead visits… Continue reading The Revenue Queue: Turning Scattered Engagement Into Next-Best Actions

What is Engagement Rate Engagement rate measures how actively your audience interacts with your content across digital platforms. It captures meaningful actions like likes, comments, shares, clicks, and saves, showing whether your content creates genuine interest or gets ignored. This metric goes beyond passive viewing to track intentional interaction. When someone comments on your post… Continue reading Engagement Rate

What is Customer Success Customer success is a proactive business strategy focused on helping customers achieve their desired outcomes through your product or service. Rather than waiting for problems to arise, this approach anticipates customer needs and guides them toward meaningful results that drive mutual value. The concept centers on building partnerships where customer goals… Continue reading Customer Success

What Is Churn Rate Churn rate measures the percentage of customers who stop using your product or service during a specific timeframe. It shows whether your business retains the customers it acquires or loses them faster than it can replace them. For subscription businesses and SaaS companies, this metric reveals the health of customer relationships.… Continue reading Churn Rate

What is Inbound Marketing Inbound marketing is a customer-focused approach that attracts potential buyers by creating valuable content and experiences tailored to their specific needs, rather than interrupting them with traditional advertising methods. This methodology transforms how businesses connect with their audience. Instead of pushing messages through cold calls or mass email blasts, companies pull… Continue reading Inbound Marketing

What Is Conversion Rate? Conversion rate measures the percentage of people who take a desired action out of everyone who could have taken it. If 100 people visit your pricing page and 5 start a trial, your conversion rate is 5%. This metric matters for B2B SaaS teams because it shows whether your marketing actually… Continue reading What Is Conversion Rate?

What is Marketing Automation? Marketing automation is software that handles repetitive marketing tasks automatically. It sends emails, tracks website visitors, scores leads, and manages campaigns across multiple channels without manual work. When someone downloads your whitepaper or visits your pricing page, the system triggers personalized responses instantly. This technology connects your marketing activities into one… Continue reading What is Marketing Automation?