There are no unsuccessful tactics, only unsuccessful campaigns

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The commonalities among these marketers emerge when we scratch the surface of how they approach these tactics.

1. Taking the time to do their research, and going beyond the recommendations of colleagues to arrive at their ‘short list’ of vendors.

2. Reading and researching relevant best practices, and waiting to launch until they’re confident in their approach and just as important, have a plan for how names/leads, etc. from these sources will be identified, coded and, if applicable, treated differently than those from other sources.

3. Testing vendors and lists prior to full engagements...testing registration forms and landing pages...testing programs to onboard leads from secondary sources...you name it, these folks test it.