When talking to marketers about beginning a Demand Generation initiative, “But, I don’t have enough content to feed that engine!” is a common concern. My answer – maybe you do and maybe you don’t. What I do know is that a new way of looking at content is required when beginning a DG program. Here are Five Best Practices:
1. Chunk, chunk, chunk your content
In an email, you are making one touch, with one idea. You don’t need to throw the encyclopedia at them. Take one element from a current content [...]
When I was a kid, we used to play basketball all the time. Every day, after school we would be out there, playing until well after sun-down. There was a kid named Robert who was a few years younger than us. He was pretty fast and you could tell he was going to be a great athlete when he got older. Of course, us older kids beat him up pretty good under the hoop. Robert was fast, but he could only go to his right. After a while, [...]
This weekend, I went to my family’s 41st reunion in Blakely, GA. If you need a map to look it up, that’s OK! It’s a small town in southwest Georgia and a staple of the economy is peanut farming. As a matter of fact, it is one of the richest peanut growing regions in the world! On a trip to the Piggly Wiggly to get fruit to make a gigantic fruit salad (got to feed about 200 people), I noticed that the small town was really touting their peanut-driven [...]
As I talk to marketers about their goals and objectives for 2009, many are looking at marketing automation systems. While I applaud their forward thinking, I also find that they are making decisions without iron clad ROI and/or a true understanding of what a marketing automation system can do for them.
We highly recommend building out a series of Use Cases which will:
- Show specifically what the investment will return for you and by when
- Provide a clear vision to how the solution will be used
- Engage and align all [...]
Email and Beyond!
After attending the Marketing Sherpa Email marketing conference, I can tell you, we have a LONG way to go for marketers to fully understand, embrace and leverage the incredible new processes and tools available on the market today. This in no way diminishes the focus of the conference – it enhances it! I saw an incredible thirst for education around all elements of using the web to improve lead flow and lead quality to sales. The rooms were packed, great questions were asked and marketers [...]
