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…
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…
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…
My thoughts on the pandemic, market changes and demand generation
Normally with over 20 years of experience, I can use past learnings to help my clients deal with market changes. Pandemic? Nothing I’ve seen is even close. However, some of my clients are ramping programs up again and here are some of the thoughts I’ve shared on what to do now: Unless your…
Work from home tips from 20 years of experience
I know this situation has caught a lot of you off-guard and it can be a very stressful time. I’m feeling it for sure. But, I’m lucky. As someone who has worked from home for over 20 years, this isn’t new and I’m set up for success. Here are some tips if you’re…
Copywriting tips for folks who don’t like to write
A blank piece of paper can the scariest thing in the world, particularly if you’re under a tight deadline or writing isn’t natural for you. I write emails, whitepapers, webinar decks, presentations and blogs all the time – there are days where it’s all I do. But even with a lot of…
“What’s in it for Me?” Marketing
“What’s in it for me?” may be the most important question in demand gen. Because that’s what your prospects and customers are wondering every single time they hear from you. They’re busy and have their own agenda, so they want your email, search campaigns, phone calls, social posts and website to focus…
The 10 Biggest Email Mistakes
Email is the foundation of demand generation. No matter what else you’re doing, if you want to reach a specific prospect with a tailored message, email is the way to go. Plus, compared to other channels, it’s cheap! However, it’s very easy to do email wrong. Here are some of the biggest mistakes…