I recently had the pleasure of watching my Co-Creative Director, Bob Cargill, honored with the prestigious 2009 NEDMA Direct Marketer of the Year Award. The festivities took place on Wednesday evening, May 6 with a dinner and ceremony at the LaCava Center at Bentley University in Waltham, MA.
With Bob as the honoree, I think it’s [...]
Continue reading about Bob Cargill is NEDMA’s 2009 Direct Marketer of the Year
We know that the majority of leads generated today are simply not ready to buy today. We also know, whether admitted or not, that if today’s lead doesn’t precisely meet all qualification criteria, there is a good chance that lead will go untouched. More often than not this is a result of many organizations focusing [...]
So now your total lead nurture strategy is laid out. But how can you be completely certain it will work? In reality, like any marketing program, some touches will drive better results than others. However, by utilizing personalization and testing you can surely position your program for better results and continuously improve as your program [...]
Laying out a lead nurture program in a way that your marketing team, sales team and external designers or developers can understand can surely be challenging. When tackling this challenge, be sure to build out the five Ts of lead nurture strategy - Tracks, Touches, Triggers, Timing and Tracking:
1. Tracks – How can you break down [...]
Much like your messaging, your offer strategy and its alignment to the buying cycle can make or break a lead nurture program. Again, keep in mind that these offers need to be delivered within standalone touch points as well as carefully mapped to each stage of the buying cycle.
Consider a contact that’s just beginning to [...]
Now that you’ve identified buying cycle behaviors and actions, identify the pain points your audience members are feeling at each stage. With this thought in mind, develop the related key messages that will demonstrate to the audience that you understand the challenges they face and that you have the product, service or solution that will [...]
We’ve worked with countless B2B companies to understand the makeup of their buying cycles. With that insight, we’ve simplified the buying cycle into the following stages:
* Awareness – Your audience is trying to better understand a certain technology, product type or service and understand those that provide a related solution.
* Consideration – Your audience understands [...]
In the nature versus nurture discussion around human development, it’s greatly debated whether innate qualities have more of a long-term impact than personal experiences. When it comes to sales and marketing, there’s a fair chance that your target audience wasn’t born with a desire to purchase your solution, product or service. Fortunately for you, through [...]
If you know what Customer Relationship Management Software is, then you’ve probably considered how your sales leads, prospects, opportunities, potential customers, or whatever you call them should be managed as they trickle down the sales funnel towards becoming customers. In this post, I’m going to be discussing the mouth of that funnel, and its barriers [...]
If your job has anything to do with marketing, not much has seemed to go your way lately. Not only has a slumping economy been working against you, but thanks to Google, social media networking, the Internet and an overall explosion of new media, today’s consumers and business prospects have never been savvier and more [...]
Continue reading about Old-School Marketing Principles in a New-Media World
