While many companies are successful at tracking leads by marketing program, the process often breaks down when companies try to track leads by department. Here’s some tips to make the process easier: 1. First, think about what you’re trying to learn. Usually, the reason to attribute leads by department is…
Offers that work – 10 hints for success
In demand generation, the two things that make the most impact are list and offer. The right list gets you to the right person. But your offer is what brings in response. Here are some hints for success: 1. Unbreakable rule – every demand generation execution needs an offer –…
Is your data clean?
Good clean complete data is the foundation of any demand generation program. And like any foundation, if it’s shaky, your results will suffer. If you want better delivery, higher response rates, a better customer experience and more engagement you need to make getting quality data a priority. Here are some…
Top tips for following up on leads!
Following up on leads is one of the hardest jobs there is. It takes a lot of discipline, a great personality and good tools to be successful. For those of you on the phone, here are my hints to maximize success: 1. If your company doesn’t make good products or…
Sales and Marketing Alignment – Tips for Success
If your company is doing any sort of demand generation, then you need to make sure that your sales and marketing departments are aligned. However, in my experience, the strong and creative personalities in these two departments can make this challenging. Here’s my hints for success: 1. Encourage your sales…
Tracking 101 – My top hints
The whole point of demand generation is there isn’t any guesswork – you can get reports that tell you what’s working and to identify and fix mistakes. But if you’re not sure where to start, here are some tips: 1. Plan what you’re going to track by setting objectives. That…
Building your demand generation organization
Good demand generation requires strategy, planning and tools – and the right team. Here’s my advice: 1. If you’re smart, you’ll assign one team to own demand generation. Since most companies share a database and marketing automation, demand generation is particularly ill suited to execution in silos. Centralize demand gen…
Enterprise Demand Generation
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…