🎛️ Conversions matter. Engagement matters more

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5 things marketers can do to abolish data silos

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Feb 07, 2025

“A-B-C. A-Always, B-Be, C-Converting. Always be converting, always be converting.” That’s what Alec Baldwin would have said in “Glengarry Glenn” if the movie was about marketing, not sales.

What sales and CEOs don’t understand is you have to engage before you can convert. So marketers have to make them see the light. You can use Dan Harris’ explanation of why engagement metrics matter to win them over.

Data silos are a perennial problem for marketers. Getting everyone on board with a single source of truth is no easy thing. Ana Mourão has five concrete things you can do to make it happen.

Constantine von Hoffman
Managing Editor

Marketing technology

5 things marketers can do to abolish data silos

When customer data is siloed, marketing suffers. Break these barriers and drive better insights, efficiency and cross-team collaboration.

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Why marketing engagement metrics actually do matter

With customer journeys more complex than ever, engagement metrics provide the insights you need to nurture leads and stay competitive.

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NEW! The 2025 MarTech Intelligence Report on Marketing Automation Platforms is here. Get an overview of the MAP market and profiles of 14 vendors. NEW! Improve your understanding of the CDP market and get profiles of 21 vendors in the space. It’s the 2025 MarTech Intelligence Report on customer data platforms. Take a few minutes to answer the 2025 State of Your Stack Survey. Share with the community where your martech is headed in the next 18 to 24 months.

What they're saying

“Stop focusing exclusively on conversion marketing, where as few as 4%-5% of your audience may be at any given time. Instead, diversify your strategies and embrace a full-funnel, multimedia approach. Build trust, nurture relationships and, most importantly, engage. Because in today’s landscape, engagement truly does matter.” Dan Harris in Why marketing engagement metrics actually do matter. “By fostering alignment around shared goals, you can help build the case for breaking down data barriers and illustrate the tangible benefits of doing so — from improving ROI to uncovering actionable insights and setting clear next steps for integration.” Ana Mourão in 5 things marketers can do to abolish data silos.

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