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Lead generation

Making Mobile Part of Your Lead Gen Strategy

The need to make mobile media part of your lead generation strategy today is obvious. What isn’t so obvious is how to integrate mobile in a way that will effectively engage consumers and

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Sep. 13 2011




How to Effectively Execute a Sample Program

As marketing times change fast check out these new rules for conducting sampling programs.

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Sep. 12 2011




Data Helps Expo Washable Markers Find Best Party Hosts

Mothers who weren’t chosen to host one of the at-home parties held for Expo Washable Markers on June 11 shouldn’t feel slighted: Only 1800 hosts were selected from more than 24,000 applicants. That’s an acceptance rate of less than 7.5%.

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Sep. 08 2011




Dream Team: How Toshiba Medical Systems Built a Strong B-to-B Marketing Staff

To better serve the company and create a better perception in the marketplace, Toshiba America Medical Systems combined two separate internal staffs

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Sep. 08 2011




Craft a Winning B-to-B Email Strategy from the Start

If you want to have a great B-to-B email program that generates solid leads, the beginning is a great place to start. That means asking the right questions on your sign-up form, crafting an engaging welcome email and enticing your prospects to open that email with a solid subject line. Megan Feltes, sales content specialist with email marketing service Emma, shares some best practices she’s learned through working with clients and crafting the company’s own lead-gen strategy.

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Sep. 08 2011




Lead Flow Planning: How Many Leads Are Really Enough For Your Sales Team?

When it comes to leads, it’s tempting to think that more is better. But the truth is, enough is

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Aug. 15 2011




When Does Reactivation Modeling Make Sense?

The ability to ask the right questions is a critical factor for effective analytical work. This is the key point I made in a recent article, “Asking the Right Questions in Data Analysis” http://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9.html. I also noted that asking the right questions typically does not require an advanced degree in statistics.

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Aug. 11 2011




Hoover’s Connects With IT for Better B-to-B Sales

How can you get IT street cred and build a rapport with the technology professionals who will ultimately help approve and implement your solution? Stephen Bergmann offers some thoughts on how Hoover’s has connected with IT pros to market its Application Programming Interface (API) products.

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Aug. 02 2011




Lead Gen Best Practices: Bridging the Sales/Marketing Gap

While sales and marketing are ultimately marching toward the same goal—driving leads and closing more deals—there has long been a disconnect between these two functions. Sales teams often follow up with leads based on little insight into how that prospect became a lead, or what specific area of interest the prospect has.

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Aug. 02 2011




Marketing Ops 101: Evolving Marketing From a Cost to a Profit Center

Chief marketing officers are under considerable pressure to systematize demand generation, justify spending, and provide leadership in innovation in a rapidly changing and complex world. These pressures increase tensions among functional peers and cascade to subordinates who must do more with less staff. Meanwhile, a lack of perceived results are likely to shorten a CMO’s tenure.

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Jul. 27 2011




Four Ways Cloud Marketing Can Save Today’s Marketer

When Samuel Coleridge wrote “water, water, everywhere, but not a drop to drink” about the ancient mariner’s thirst on the open sea, he also captured the irony many marketers today face about their marketing intelligence.

Marketers are also surrounded by an ocean—one of data pouring in from all directions, both disparate channels and enterprise-wide. And while the mariner was surrounded by salt water unfit to drink, marketers are frustrated that much of the information surrounding them is unavailable for marketing purposes. But where the old sailor could only pray for wind or rain, marketers can look to The Cloud.

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