Tag: marketing

Building a Lead Generation Factory

Executives love to compare their marketing organizations to a machine or a factory. You input X dollars and after a period of time Y number of leads are generated. The factory model implies that the outcomes of marketing initiatives are predictable and reliable rather than being driven by luck or chance. But if marketers are to operate like factory workers…

Tradeshows Don’t Generate Leads

In my experience, tradeshows rarely generate many new leads.  Not because the sales team is hoarding all the business cards they collected at the show (marketing conspiracy theory #35).  But because buying patterns have shifted.  Anyone that wants to learn about a new technology doesn’t have to wait to visit you a booth at tradeshow (like they did back in…

Marketers – What is Your Career Bucket List?

Imagine you are 65 and approaching retirement. As you look back on your career, what list of accomplishments would want to list for yourself? Hopefully you have made the types of money that you wanted. And hopefully you have built hundreds of relationships some of which continue as friendships after retirement. But what are the things you would want your…

Use Twitter to Decide Where To Spend Your Marketing Dollars

Marketers are always seeking to better understand their target buyers.  Better data about customers would not only help companies refine their messaging, but it would also help them optimize marketing spend.  CMOs and their leadership team struggle to answer questions such as:  What are the best websites to advertise on?  What trade shows should I exhibit at?  What are my…

What Dropbox Can Teach Us About Marketing

In the past 12 months there has been a surge in adoption of cloud based storage services from pure-plays like Dropbox and Box.net as well as heavyweights such as Microsoft and Google. Unlike the boring, old “c: drive,” cloud file storage services have a tremendous buzz around them. Most consumers could not tell you what brand of hard drive is…

Don’t Hire a Developer to Build Your Next Mobile App, Do It Yourself with AppMachine

Mobile apps are no longer a nice-to-have. They are an expectation.  Your company needs an app, if only for marketing purposes.  Your next customer event needs an app with the agenda, floorplan and live news feed.  If you are a spokesperson, perhaps you yourself need an app to display your blogs, tweets and presentation materials.  But finding talented developers who…

I Wish Marketing Content Were Read on a Kindle

Marketing Automation Management software from companies like Eloqua, Hubspot and Marketo has brought us tremendous insights into content.  We can now tell how many times a particular white paper, case study or brochure was downloaded.  And in many cases we can tell exactly who is reading it (When users register before downloading the content).   We can view statistics about the demographics…

Buying with the Sales Rep Not Present

Twenty years ago if you wanted to purchase a car you were critically dependent upon car dealers to support your buying process.  Suffering through the sales pitches of pushy sales reps at car dealerships was a rite of passage for all those seeking a new vehicle.  But from the 1920s up until the late 1990s buyers had little choice.  How…