In my last blog, I outlined the challenges of marketing to small business. Now let’s talk about the big ones. A few things to keep in mind: Besides, big, how do you define the perfect enterprise target? Is it really every large company? Is it 500 employees? 1,000? What other…
Marketing to Small Business – Here’s my top tips
Out of all the audiences that I’ve marketed to, I have to admit that one of my favorites is small business. I took part in the launch of a small business credit card a long time ago and really enjoyed getting to know the quirkiness of this audience. If you…
Lead scoring is not for wimps. But it’s worth it.
Good lead generation brings in leads. Better lead generation uses lead scoring so you can segment follow up. But it’s really tricky to do right. What is lead scoring? It’s assigning a point value to each lead that comes into your database based on the projected value. Points are assigned…
10 “How To’s” for Customer Nurturing
For demand generation marketers, it’s easy to feel like once you’ve made the sale, you’re done. But crossing the finish line is only part of the job. Customers need to be retained, upsold and cross sold. And it never hurts to get referral business. Here’s a few hints on customer…
How to Audit and Improve Your Nurture Streams
Nurturing is a hot topic – and right now, almost all of my projects are focused on nurturing. Just in case this is on your list, here is the process that worked for me: First, determine a prospect story arc – the experience for a prospect from the time they…
List 101 – The Most Important Element in Demand Generation
In demand generation nothing is more important than your list. No matter what your offer, creative, timing, format, content, etc., if you aren’t speaking to the right person, you’re wasting everyone’s time. Here is a checklist to use when building, buying or renting a list. Get deliverable names. There is…
Testing. One, two three, testing.
Testing is the most important function of demand generation, yet a lot of companies don’t maximize their testing efforts. Or worse, don’t test at all. That’s a shame because finding winning programs is what makes demand generation fun. And proof of return is makes demand generation budgets cut resistant. Here…
Top 10 Tips for Great Email Copy
Anyone who is in demand generation needs to write a lot of email copy. For nurturing, for prospecting, to promote events, to get referrals – you name it. It’s not hard, but I’ll share a few of my tricks for success: As always, set an objective. Since demand generation is…
Creating A Lead Generation Program List – How to make sure you’re hitting all the right places
Finding new sources for leads is a big challenge for demand generation marketers. How do you know that you’re spending your budget on the right programs? Or that you haven’t missed a one because you just didn’t know about it? We’re all busy, but it’s important to invest time in…
Top 10 Tips for Landing Pages
Ah. Landing pages. One small part of demand generation, but a really important one. In my experience, this is one of the easiest places for companies to get in big trouble. Here are my hints for landing pages that work: Don’t buy into the “just ask for the email address”…