Marketing automation chart – your b2b sales and marketing architecture!

January 15, 2010

Allow me to explain this chicken scratch. The channels on the left can be added one-by-one. However, there are key components of a b2b architecture that should be in place. Most companies that have a sales force use a CRM like Salesforce.com. Once you have assets like thousands of potential clients on a list and/or [...]

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Marketing automation presentation

January 15, 2010

Marketing automation can be a key component of a b2b marketing strategy. What I am realizing is that very few companies are getting past basic use of marketing automation tools – which is not really marketing automation at all. Advanced marketing automation is where the value is. Here is a presentation which talks about the [...]

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How do I ensure my marketing campaign is relevant?

November 25, 2009

It is too easy to get access to a list, create some content that you THINK is good and blast it out there creating pain and suffering for others. This process will ensure that you don’t send garbage out there.
Step 1 – Create the campaign and send it to yourself until you are happy [...]

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How do i choose a startup marketer?

November 10, 2009

“The top 10 things to look for in a startup marketer”
1. Do they favor efficient channels? – Do they rely on the most efficient channels like SEO, email marketing and business development? The best candidates will recognize that channels can be ranked by effectiveness and they will always start with the most efficient channels and [...]

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How do I calculate allowable customer acquisition cost?

October 22, 2009

Please note that based on interest I am compiling a complete set of resources on how to calculate customer acquisition cost.
Please let me know if you are interested with the “Yes please” below!

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lead generation satire

September 28, 2009

You want more leads so you grab your machine gun and start spraying bullets – that is your newsletter. You proudly announce the launch of your new product but the market for new product announcements is really not that large. You don’t know what you are getting from your Google Adwords but you let it [...]

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Actual data on marketing campaign incentives

September 18, 2009

All else being equal incentives are a tool often used to drive interactions. So how much response do you get for a given incentive? The below chart is built using data from select marketing campaigns and it shows a direct relationship between perceived value and response rate.

A few points related to this:
- I see these [...]

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The hidden power of customer development

September 2, 2009

Things are not always what they seem! For example many companies do not have the growth or lead generation capability that they would like. Usually the gut reaction is to throw more marketing spend, channels or tools at the problem. However, many times the root cause of the problem is actually that the product and [...]

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Marketing is a house

July 1, 2009

Building a competitive marketing capability is like building a house. The walls are your website. Email marketing is your heating system. Advertising is your windows. If you have a crappy old boiler you are wasting a ton of money and energy. A new boiler will take advantage of best-practice techniques like segmentation, pacing, and relevance. [...]

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Top 5 marketing automation questions answered

May 18, 2009

What is marketing automation? Marketing automation tools are designed to improve demand generation, leads and deals by turning one-off campaigns with no history into automated sequences of events that can be triggered by sophisticated lead scores. What does marketing automation include? These tools typically include email send, survey and the landing page functionality as well [...]

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