In case this is completely new to you, "Funnel 101" for lead magnets can be simplified to three steps: A prospect downloads your lead magnet - they're now in your funnel. You send them stuff. Then they buy. Or, if you're in the B2B world, you have an interaction or [More]
The answer lies in segmenting, and how your organization has approached it. Consider these three levels of sophistication: Level I -- "Gut" segment strategy: Otherwise known as not having any segments at all, at this level the business may be doing relatively well, but all of its marketing and service [More]
You invest in events, send out emails, educate, and send invoices. But how well do you really know your target audience? Beyond the basic demographics, perhaps not as well as you might think. Test yourself: how do you think they would answer the following questions? If asked to describe [More]
Do you use email every day for marketing and outreach? Not every email is the same - there are a number of different types, each with a different goal. How many have you used? Great marketers know that using the right stimulus at the right time will yield the desired results. Using marketing emails [More]
Imagine yourself to be Henry Ford, watching the first batch of Model T cars leaving the assembly line. He might have been able to envision the impact of assembly lines on the economy, but not likely the societal impact of the interstate highway system, the international geopolitics of the oil and gas [More]
Yes, most marketers have "discovered" content marketing. The theory is that if you put more content out there, prospects (clients, job candidates, members, etc) will find it, self-identify, and then beat a path to your doorstep. The benefits of investing in content are legion: an easier education and sales process, better quality leads, [More]
How much does your organization invest in marketing? Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media. Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why [More]
Marketing has progressed significantly from the days of direct mail addressed to "occupant". Or has it? I recently received a snail-mail letter from a major corporation, addressed to Rondo Greg - not Randall Craig. My wife recently received an email addressed to her work address, asking whether her company - a [More]
Most marketers think of themselves as builders. Their work grows the organization, grows market share, grows the portfolio of products and services. A bit more tactically, the marketer builds page views, conversions, and social engagement; underlying all of these activities, the marketer builds trust, and builds relationships. But is there [More]
"The Internet wants to be free": has been the internet anthem for decades. It has been sung by the academic world in the spirit of sharing knowledge, in the anti-spirit of corporate greed by anarchists, and by the "inbound marketing" crowd as a magnet to attract prospective clients. But at [More]
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