Tom Shapiro is CEO of Stratabeat, a B2B marketing agency specializing in SEO, content marketing, account-based marketing (ABM), and web design. Through his career, Shapiro’s clients have included Intel, GE, AT&T, and P&G. Previously, Shapiro was the Director of Digital Strategy at iProspect. During his five years there, the number of employees grew from 85 to 700+. Shapiro’s insights have been published in the HubSpot blog, CMO.com, CNN.com, Forbes, and MarketingProfs. Shapiro is the author of the book, “Rethink Lead Generation: Advanced Strategies to Generate More Leads for Your Business”.
Marketing Rules of Thumb: "Trust It "or "Bust It"
Marketers hear rules of thumb all the time. Advice like: Keep copy short; Focus on benefits; Feature positive testimonials. Sometimes following this advice helps. But, other times, it can actually hurt. Discover when to apply and when to avoid these common guidelines in this lively and informative debate. See under what circumstances seasoned marketers say to “trust” an often-quoted principle, and under which they argue “busting” that same principle is best. Gain an advanced understanding of when to apply certain rules of thumb so you create the most effective marketing.