2/2 I’m still reading the rest, but your point about “owning the resolver” with QR codes applies to tracked vanity URLs as well. I made a comment on a LinkedIn post last week pointing out that in Marketing Cloud Next, Salesforce notes in the Winter ‘27 release notes: “Customer Support can now retroactively update the destination URL of a tracked link” but in both Pardot and MCE, the admins have always been able to do this without going through Salesforce support (which is also notably pursuing pay-per-resolution pricing).
So, applying rent to what could, should, and would have been an owned channel? Sounds about right.
So glad you’re digging in! It’s not likely to get a speaking tour, tho happy to take calls 🤣 — the problem is, those are paid for by platforms…
I AM thinking about creating AWARDS. I’d like to design a ram as the trophy for about a million reasons but my top two are 1) you’re going to have to have horns to get any experimentation done 2) companies love acronyms.
I love that idea! The platforms are definitely fighting to keep this type of expertise hidden and ideally outside of corporations all together. It's why they keep inventing new titles and terminology.
Jess, this list deserves a speaking tour I swear to God 🤣
“The quiz is not a lead form. It is how you learn something about the customer that nobody else knows, which makes every future order better and is why they come back rather than shop around.”
👏🏼 👏🏼 👏🏼
Exactly! I cannot tell you how many times I have watched large companies allow some random GTM innovation leader or now, “GTM Engineer” come in and start making changes that impact ALL of their front end facing forms for high volume inbound full funnel capture (net new and existing) without even understanding the value and downstream consequences of the infrastructure and architecture they are even changing 😮💨😵💫😮💨
Looking forward to this! Great article Jess.
Thanks! I’m happy to provide as a PSA ;-)
2/2 I’m still reading the rest, but your point about “owning the resolver” with QR codes applies to tracked vanity URLs as well. I made a comment on a LinkedIn post last week pointing out that in Marketing Cloud Next, Salesforce notes in the Winter ‘27 release notes: “Customer Support can now retroactively update the destination URL of a tracked link” but in both Pardot and MCE, the admins have always been able to do this without going through Salesforce support (which is also notably pursuing pay-per-resolution pricing).
https://www.linkedin.com/posts/timokovala_10-winter-27-updates-salesforce-marketers-activity-7495551012490072064-ZkCd?utm_source=share&utm_medium=member_ios&rcm=ACoAAAYK0cMB7NggJ0_c4Cnsb2WcD4klavNLF8E
So, applying rent to what could, should, and would have been an owned channel? Sounds about right.
So glad you’re digging in! It’s not likely to get a speaking tour, tho happy to take calls 🤣 — the problem is, those are paid for by platforms…
I AM thinking about creating AWARDS. I’d like to design a ram as the trophy for about a million reasons but my top two are 1) you’re going to have to have horns to get any experimentation done 2) companies love acronyms.
I love that idea! The platforms are definitely fighting to keep this type of expertise hidden and ideally outside of corporations all together. It's why they keep inventing new titles and terminology.
Jess, this list deserves a speaking tour I swear to God 🤣
“The quiz is not a lead form. It is how you learn something about the customer that nobody else knows, which makes every future order better and is why they come back rather than shop around.”
👏🏼 👏🏼 👏🏼
Exactly! I cannot tell you how many times I have watched large companies allow some random GTM innovation leader or now, “GTM Engineer” come in and start making changes that impact ALL of their front end facing forms for high volume inbound full funnel capture (net new and existing) without even understanding the value and downstream consequences of the infrastructure and architecture they are even changing 😮💨😵💫😮💨
The website is live. Feedback is welcome. Using the ideas is HIGHLY encouraged