The best thing about demand generation is that it’s measurable marketing, but so many companies don’t track their efforts. Is yours one of them? Here are my thoughts on how companies are failing at measuring their efforts – and some easy solutions: They don’t set objectives. If you don’t know what…
Effective Demand Generation Really Only Takes One Thing
The purpose for demand generation is simple – making money. But a lot of companies overcomplicate their efforts and that usually means they don’t get the return they want. The good news is that most of the time, for your team, your programs and your prospects, less is more. So,…
You have some content? Now what do you do with it?
If you read my last blog on developing content, you probably have a few things ready to go. But what’s next? 1. Good generally educational content inspires interest and establishes your company’s value proposition. So, use content to bring in leads from search, third party programs, outbound emails and partner programs.…
Content 101 – Easy tips for getting the content you need for Demand Gen
Developing content for demand generation may be what intimidates my clients the most. And sadly, statistics show that over half of content posted is never even read. So how do you develop effective content without paralyzing your resources? Here are some tricks I use: Start with understanding your customer journey…
How much is too much? Let’s talk about communications limits.
Even if you’re compliant with email laws, spamming is really in the eye of the beholder. Do you wonder if you’re contacting customers too often? Here are some tips on making your communications count. Start by documenting everything your prospects and customers are getting. That means from sales, customer support,…
So you have leads. Now accelerate them!
Many companies focus lead generation efforts solely on acquiring leads. That’s great, but why not also use some tricks to move them down the pipeline faster? Here are a few ideas: Engaged leads buy faster and the right offers increase engagement. It helps to draft a story arc of what…
Agency and Vendor Searches without Losing your Mind
The right vendors act as valued strategic partners and maximize the time of your marketing team. But if your call center, agency or marketing automation platform aren’t doing the job, is it time to make a switch? Here’s some hints on how to replace a critical vendor without losing your…
Ten Tricks You Need to Try!
After 18 years of consulting, I have a few tricks up my sleeve. If you’re looking for better results, give these a try. 1. Set an objective. I know I say this in every single blog, but it’s important. If you don’t decide what you want to accomplish, you won’t…
Marketo Summit Presentation Nurture 101
For those of you who missed it, here is the link to my presentation on nurture at Marketo Summit. There’s a lot of good information on nurture in general and also some hints on how Marketo does their nurturing. Take a peek here. Nurture 101 at Marketo Summit
Top Tips for Attributing Leads Between Sales and Marketing
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…