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Make It Happen Tipsheet

  • Marketing Insight: Big Data and Lead Scores

    Marketing Insight: Big Data and Lead Scores

    Often times, the greatest insights happen at the intersection of two areas, and this is certainly true of the intersection between marketing and business development. Typically, what lives here are leads. Marketers develop initiatives that build leads. Then sales "works" the leads, hopefully converting them into clients. This is true, [More]

  • Insight: 37 Social Media Risks

    Insight: 37 Social Media Risks

    Most leaders are not aware of the range of risks that lurk behind the shiny pull of many Social Media sites and activities.  Many can be mitigated if identified in the planning stages, through training, policy, or through changes of internal process. Monitoring can catch others; early detection can lessen [More]

  • Digital Opportunity?

    Digital Opportunity?

    The world is changing: it's getting smaller. Ironically though, the smaller it gets, the more choice there seems to be. In the early 1800s, a trip from Toronto to New York would involve horses, or a stagecoach, 12+ days, and significant risk and expense. In the mid 1800s the trip [More]

  • Building Downstream Capacity with your Partners

    Building Downstream Capacity with your Partners

    Have you ever heard the expression "you're only as strong as your friends?"  No where is this more true than with digital marketing. Too achieve a particular objective, organizations will often invest in a focused campaign.  It has a beginning, middle, and end.  Its results can be measured.  And when [More]

  • Insight: Improving Digital ROI – the power of empowerment

    Insight: Improving Digital ROI – the power of empowerment

    Too often, organizations see an arithmetic connection between the resources allocated to a task, and the return on investment from it. Chasing the digital holy grail of engagement is no different. Here is the logic:  Twice as many likes, comments, and shares will yield twice as much engagement.  And to [More]

  • LinkedIn Connection Policies

    LinkedIn Connection Policies

    Must you be everyone's friend?  Or perhaps from a practical perspective, must you accept everyone's LinkedIn connection request?  The answer for most people, and for many reasons, is a resounding no. It is true that accepting a connection request yields numerous benefits, particularly around increased access and transparency: More of [More]

  • Viewpoint: “Branded” Content Builds Brands?

    Viewpoint: “Branded” Content Builds Brands?

    Back in the early days of journalism, there was a clear distinction between the "news" and paid advertisements. It was considered of the highest ethical imperative that journalists could not be "bought" or even influenced, by an advertiser looking to make a large ad purchase, or a threat to pull [More]

  • The Law of Unattraction

    The Law of Unattraction

    Are you unrealistically optimistic? Most marketers are, and it is not particularly healthy. Think about it: a marketer's job is usually focused on generating leads. About great design. Attracting attention. Building. It's other people who have to worry about delivering the product or service, headcount, logistics, and the vagaries of [More]

  • Nurture Marketing: No or “Not Yet”

    Nurture Marketing: No or “Not Yet”

    Have you ever put in a proposal, or answered an enquiry about your products or services, and then waited patiently for their answer about the next step? While images of pulling petals off a daisy might come to mind ("He loves me, he loves me not") the words that ultimate [More]

  • Unpacking Relationship Marketing

    Unpacking Relationship Marketing

    Have you ever felt that each year, there is yet another set of marketing buzzwords that you need to learn? Service marketing, value marketing, values-based marketing, content marketing, Social Media marketing, and the list goes on. What these terms all have in common is the connection between your organization and [More]

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