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Make It Happen Tipsheet

  • Digital Transformation Strategy: Transformation to SAAS

    Digital Transformation Strategy: Transformation to SAAS

    Here are four steps to begin the process: 1. Define your "as a service": At one time, it only meant software. It may have been an API (applications programming interface), a webhook, plug-in, a website, or some other mechanism that provided metered functionality, either to another application, or to a [More]

  • Digital Transformation Strategy: White Label

    Digital Transformation Strategy: White Label

    Years ago, companies realized that their (expensive) factories were sitting idle whenever there wasn't enough demand. They reckoned that if they built products in their factories for other companies during downtime, their ROI would skyrocket. In the food industry, this was called "co-packing". White labelling in the digital world uses [More]

  • LinkedIn Spam Reduction Strategy

    LinkedIn Spam Reduction Strategy

    One of the current practices (let's not call it a "best" practice) that people use on LinkedIn, is to reach out to a prospect based on an affinity of some type, and then ask to be a connection. The request to be a contact can start out innocently ("I notice [More]

  • Webinar Marketing Blueprint

    Webinar Marketing Blueprint

    While you may be doing many of these ideas already, it always makes sense to look at this question anew. Each of them probably deserves its own tipsheet, but for now, consider this one a checklist. Marketing (Bums in seats) Partners (put together a partner kit): Either share downstream revenue [More]

  • Transparency and Risks with Segment-of-One Marketing

    Transparency and Risks with Segment-of-One Marketing

    The conventional wisdom is that segment-of-one marketing is the logical outcome of big data, and that the gains (more relevant targeting, more effective ad buys, lower costs, higher sales, etc.) far outweigh the risks. But have they? As organizations move to more sophisticated data-oriented marketing, it is all too easy [More]

  • Proposal Triggers: How to Generate More Business

    Proposal Triggers: How to Generate More Business

    So how to solve this problem? The high-level answer is that this is precisely what marketing should be doing: generating leads. And turning leads into proposals is precisely what the business development function is responsible for. So where's the disconnect? Yes, CRM, marketing automation, content strategy, thought leadership, newsletters, advertising, [More]

  • Self-Made Scandals and the Long Memory of Social Media

    Self-Made Scandals and the Long Memory of Social Media

    And then, an old picture crops up, or an embarrassing tweet, or a tone-deaf social media post is surfaced. When this happens, your reputation — and a lifetime of good work — goes out the window. Yes, disaster. Yes, people change over the years, so what you said (or posted) [More]

  • Fake vs Authentic Corporate Communications: Can We Do Better?

    Fake vs Authentic Corporate Communications: Can We Do Better?

    Sadly, many organizations (and some individuals) want the former, but their words and actions demonstrate the latter. Why? When it comes to marketing, there is always a strong linkage to emotion, with significant effort spent building visuals and writing engaging copy. But when it comes to operational corporate communications, too [More]

  • Addressing the Client Bandwidth Issue

    Addressing the Client Bandwidth Issue

    Assuming that this is truly the reason (it sometimes isn't), then what are your options? Here are four ideas: The problem here may not be one of time, but one of prioritization. Work with the client to help them re-quantify the real cost of not going through with the project. [More]

  • Building Trust: Main Character or Supporting Cast?

    Building Trust: Main Character or Supporting Cast?

    Every character in a script needs to see themselves as a main character. But the skill of the writer is to balance all of these "main" characters throughout the arc of the story, to hold the attention of the reader. This is an exceptionally important concept for those looking to [More]

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