I was sitting there quietly in this meeting with a dozen other people, all trying to figure out why this company couldn’t roll out the expensive marketing automation suite that…
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How to achieve 1 billion impressions
Brands in our times aim for the best possible awareness. In order to do this, they have to work on the how they tell the story and how it can be…
Read MoreCustomer focus in the Digital Age
As an adjunct professor, I get to teach my students about marketing. One of the discussions we have is around the difference between marketing and sales. I take care to…
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Does your marketing plan speak CFO?
I was recently asked to critique a client’s presentation of her new marketing plan. She had a very well-thought-out strategy. She had compelling arguments. She had a plausible schedule. A reasonable…
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How big should your campaign budget be?
At the ClickZ Live 2014 conference in New York, Michelle Killebrew presented an interesting case study of an IBM campaign called Rethink Business. It got me thinking (or, should I say,…
Read MoreContent marketing metrics and analytics: It’s all about you
When it comes to the bedrock, core truths of content marketing, there’s not much that’s more important than metrics and measurement. As important as it is to know your audience…
Read More5 Marketing skills that digital journalists will need
How do you horrify a tough editor? Just let him know that an inviolate grammar rule no longer matters. When the Associated Press told editors at the American Copy Editors…
Read MoreThe Top 10 Tricks for Sales Lead Generation
Yesterday’s webinar with Ruth Stevens and me was about making sure the leads you send to your sales team are qualified, and the process of how to qualify them. The…
Read MoreContent marketing as a stellar customer service tool
Most people tend to assume that content marketing is just an inbound marketing tool, but that’s like saying butter is only good with bread. (Wrong, butter is good with…
Read MoreHow many leads do you need to generate? Use this simple calculator.
One key to successful B2B lead generation programs is to calculate exactly the right number of qualified leads to provide to sales—as part of your campaign planning. If you generate…
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