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…
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,…
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…
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…
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…
Are you spamming your prospects and customers?
What is spam anyway? Is it emails for get rich quick schemes? Mail order spouses? Or is it any email that wasn’t crafted properly? From the customer’s perspective, the difference can be pretty narrow. So, how do you make sure your email isn’t perceived as spam? First, the legal part. …