While things are still very uncertain, a lot of companies are looking ahead to ramping up their tradeshow programs. Tempting, but before you book anything, make sure you’re going to maximize your investment. Here are my tips: Do the math before you book. Set objectives to determine how many closed deals…
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…
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…
The truth about newsletters
Newsletters are the definition of bad demand generation – all about the company sending it, usually without an objective and certainly no “What’s in it for me?”. Think about it – how many newsletters do you engage with? Or even read? I highly recommend against them, but if I can’t talk you…
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…
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 –…
Postal mail? Seriously? Isn’t that dead?
When companies talk about lead generation or lead nurturing, they almost always mean email. But they shouldn’t be ignoring trusty old postal mail. It is not dead and it is not antiquated and it shouldn’t be out of fashion. Here are 10 reasons why you should consider adding postal mailing…
Why do demand generation if you’re not making money?
I have a coffee mug with a great quote on it. It says “Direct Marketing doesn’t have to make sense, it just has to make money”. (Thanks Hacker Group!) It’s one of my favorite mugs. First, it holds a lot of coffee. And more importantly, for demand generation marketers, those…