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Marketing Automation

  • A Different Market Research

    A Different Market Research

    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]

  • Eight email marketing letters

    Eight email marketing letters

    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]

  • Viewpoint: Virtual and augmented reality

    Viewpoint: Virtual and augmented reality

    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]

  • Is Content Dead?  (Yes… and No)

    Is Content Dead? (Yes… and No)

    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]

  • Trust Killers

    Trust Killers

    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]

  • Ten Questions to Improve Data Quality

    Ten Questions to Improve Data Quality

    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]

  • Building Your Marketing Stack

    Building Your Marketing Stack

    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]

  • Monetizing IP: Online Learning

    Monetizing IP: Online Learning

    "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]

  • Nine Key Marketing Automation Sequences

    Nine Key Marketing Automation Sequences

    Back in the dark ages of the internet, building "the list" was a best practice for email marketing. The theory was great: send a monthly ezine, sales offers, and any other buzzworthy content down the pipe and a certain percentage of people will "convert." Money automatically transferred into your account as [More]

  • 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]

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