demand creation
Sample content marketing template
Template content marketing plan with an emphasis on cross selling, social media, content marketing View more presentations from Ben Bradley. Send to Facebook
Differentiating Your Company’s IT Services Menu
It seems every week we talk to just another IT services shop trying to kick-start their marketing and sales process. We sit down with the founder and ask the same question: “so how are you different from all the other firms out there?” When we ask that question, we get the same answer: we have [...]
Don’t let your CRM data curdle – simple practices for improving CRM success
http://zoominfoblogger.wordpress.com/2010/01/26/making-sure-your-data-doesn%e2%80%99t-curdle/ Data, like unrefrigerated milk, goes bad fast. In fact, by conservative estimates 25% of the database will sour within a year. Add poor import practices and other minor mistakes and bad things quickly snowball. It isn’t until senior management realizes it is making strategic decisions on the back of sub-par data that heads begin [...]
Does social media generate leads?
These are my experiences. The answer to the headline question is “yes and no.” Let me explain by talking about a few different ways we’ve converted social media activity in new business. Later, when I have more time, I’ll talk briefly about a few things that didn’t work. TWITTER FOR LEADS? Personally, no. We have [...]
Weigh the total cost of lead generation into P4P deals
In my 20 year career, I’ve used nearly every form of B2B lead generation available. To properly evaluate the performance of your marketing campaigns, it is important to know your real cost of a lead. Forrester Research recently revealed that about 50% of b-to-b marketers don’t use e-mail metrics to measure their campaign results(1). Do [...]
What do you value? Pay for Performance Marketing: Good or Bad?
As mentioned in our April newsletter, one of our clients recently asked us for a proposal for an email newsletter program. Instead of paying an hourly fee for our effort, the client wants to pay us for the for the “performance” of the newsletter. That means, they wan to pay for clicks, inquiries, leads. Compensation [...]
Map your content to the buyer’s process
How do you equip the salesforce with something interesting and useful that maps to each stage of the buyer’s process? The fastest way to identify this information is by reviewing your web analytics reports. What terms are people using to find your website? If they are searching on “sharepoint for marketing departments” then create informative [...]
What makes you findable?
Alex Machinis at SpatialPoint.com is pretty vocal on the ideal of findability. SpatialPoint makes mapping and store locators for high volume websites. He helps companies improve their findability using maps. But even more interesting, Alex talks about findability as part of the sales process. Wikipedia defines findability as “the quality of being locatable or navigable.” [...]
Ben Bradley to Speak on Aligning Marketing and Sales for Lead Generation at CompTIA
CHICAGO, February 2, 2009 -Macon Raine, Inc., a demand creation firm, has announced that Managing Director, Ben Bradley, will be delivering a presentation for the Computing Technology Industry Association ( CompTIA), as a part of its 30-Minute Web Luncheon series. “Find More Customers by Aligning Marketing and Sales” will take place February 18 at 12:30 [...]
Branding tactics for practice managers
Jerry Walters, one of the best guys I’ve ever worked for, repeatedly told me to “get a sale, you need four things: timing, relationship, money and a relationship. If you have the relationship, everything else is easy.” In an earlier post, we conducted interviews and almost everyone interviewed said new business was generated via “trusted relationships.” [...]
