While things are still very uncertain, a lot of companies are looking ahead to ramping up their tradeshow programs. Tempting, but before you book anything, make sure you’re going to maximize your investment. Here are my tips: Do the math before you book. Set objectives to determine how many closed deals…
Questions I get asked as a Demand Generation Consultant
My turn to answer the questions I get asked almost every day. (But you have to imagine the TikTok video). What’s the biggest mistake you see folks make in demand gen? Not setting an objective. If you don’t know what you want to do, you’ll never do it. And “thought leadership” and…
Maximizing sales follow up on leads
Congratulations – your sponsored program, event or search paid off and you got some leads! Time to send them to sales for follow up. So, how do you support sales and maximize their efforts? Let’s start with my Number 2 Rule of Demand Generation – “Never Check In”. The never ending stream of emails…
Why testing is the best part of a demand generation marketer’s job.
Testing is one of most important functions of demand generation, yet a lot of companies don’t test at all. Sadly, the number one excuse I hear is lack of time. But since testing and identifying winning programs means higher ROI and better results with less wasted effort, it really should be the…
Third Party Content Postings
Third party content postings can be a great way to bring life into the top of your pipeline. The programs get quick results, are easy to kick off and often are highly customizable to get just what you need. Here are some tips: Before you start, set an objective, particularly on revenue…
Setting up lead nurturing
No shock, but not every demand gen lead is qualified, informed and ready to buy. In fact, in most cases, they’re not. Luckily, if you nurture leads, you’ll grow engagement and get them ready for sales. Here are some tips: The first segment that needs nurturing? Brand new leads, particularly if they responded for…
Okay, now what? Demand generation suggestions for 2021
A new year usually means a sense of renewal for marketers, with a new budget and new objectives to achieve. But in a mid-pandemic world, a lot of us are asking what we can we do to be effective now and the truth is, none of us know. So, what do…
Are your chatbots working effectively?
Website chatbots have become every demand gen marketer’s favorite new toy. It’s easy to see why – they’re simple to set up and prospects who won’t fill out a landing page form like engaging with them. But you need to use them strategically if you are looking for measurable success. Here are some tips:…
Best Practices for Organizing Marketing Automation
Marketing automation instances can be like dirty closets. That’s because when you’re focused on getting things out, organizing probably isn’t a high priority. But keeping things tidy means you and your team will be more effective. Here are my tips: First, never give responsibility for your marketing automation to just one person. Always have…
Best Practices for SDR Outreach Software
Recently, more of my clients are using sales automation software to improve SDR and call center efficiency. These tools can definitely increase the return on outbound efforts, but if you don’t implement them carefully, they can backfire and actually lower conversions. Here are some things to keep in mind: Set an…