Category: Marketing blog

By Maria Geokezas, Chief Operating Officer at Heinz Marketing Recently, our Founder and President, Matt Heinz, made a sharp observation on LinkedIn: The hottest job in B2B marketing right now is the VP of Revenue Marketing. Two years ago, it would...

Marketing tech stacks often expand fast, leading to sprawl. The result is low tool usage. Gartner estimates that only 49% of marketing technology tools are actively used by teams. A marketing operations tech stack audit brings structure back to teams...

A couple of decades ago, “voice search optimization” sounded like something out of a science fiction movie. Today, if we need to find the nearest taco stand, check stock numbers — or know how to say “dinosaur” in Spanish right...

An AI engine optimization audit evaluates brand visibility, accuracy, and citations in AI-powered search engines. It highlights how a brand appears across ChatGPT, Gemini, Perplexity, and Bing Copilot, and identifies gaps in the facts, descriptions, and links these systems rely...

Understanding answer engine optimization (AEO) vs. traditional SEO has become mission-critical for content managers and marketing leaders as search shifts toward AI-generated responses, voice results, and zero-click experiences. While page ranking on Google is still important (for now), success increasingly...

The best marketing isn't chiseled in stone. Apative marketing is alive, responding to new tools, shifting consumer preferences, trends, and real-time data. Changing with the trends gives brands a competitive edge, if marketing teams handle it correctly. Many traditional marketing...

By Tom Swanson, Senior Engagement Manager at Heinz Marketing When I talk to leaders about change management, there is one response I get more than any other: “Change management is really important, but we don’t have the time/energy to invest...

Here’s a (maybe) mildly spicy hot take: Email marketing reporting is the backbone of any performance-focused email strategy. Without it, you’re sending campaigns into a void, unable to see what’s working, what’s falling flat, and most importantly, what’s driving revenue....

The way consumers search for answers online has changed over the years. Instead of typing a keyword or query into search engines like Google, people are typing their questions directly into engines like ChatGPT to get direct, no-frills answers. So,...

The Gap Between Output and Outcomes Over the past two years, I've had hundreds of conversations with business leaders about AI. The pattern is always the same: initial excitement about what AI can do, followed by frustration about what it...