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…
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…
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…
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…