My turn to answer the questions I get asked almost every day. (But you have to imagine the TikTok video). What’s the biggest mistake you see folks make in demand gen? Not setting an objective. If you don’t know what you want to do, you’ll never do it. And “thought leadership” and…
Why testing is the best part of a demand generation marketer’s job.
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…
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…
Are you failing at measuring your demand gen campaigns?
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…
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…