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Lead Technology

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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Dec. 06 2011




Keeping Marketing Assets Secure in the Cloud

After all, if your marketing and sales materials are managed and distributed via a Software as a Service (SaaS) solution on the Internet, rather than housed on your company’s own servers, aren’t they more prone to being viewed by unauthorized users? The answer may actually be no, according to some industry analysts.

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Oct. 24 2011




Hearst, Experian Team Up To Model And Score Commitment

When a marketer delivers goods in advance of payment, as in a “bill me” situation, there is a greater possibility of a lack of commitment on the prospect’s part. And that can result in higher levels of non-paying customers. Unfortunately for magazine publishers, bill me options for subscription requests are fairly standard.

For Hearst Magazines, the challenge was establishing a web-based system that evaluates subscription requestors on the fly, allowing good prospects to sail through the subscription process easily while providing just enough of a barrier for online prospects who are riskier.

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Oct. 01 2011




Texas Instruments Aims B-to-B Marketing at its Target Audience: Product Designers 5

When your business is selling integrated circuits and microchips to be used in electronic products, you want to build and foster relationships that bring you closer to your end-user. TI defines that customer as the design engineer

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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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Jul. 15 2011




Why Marketing, Not IT Should Control the Marketing Database, (Part 2)

In Part 1 of this article http://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9/index.html I made the point that IT departments almost always think they can—and should—be responsible for the marketing database.

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Apr. 15 2011




Why Marketing Should Control the Marketing Database, Not IT

I have been a direct and database marketing consultant since 1984. In all that time, one consistent verity is that most internal information technology departments think they can – and should – be responsible for the marketing database. In many instances, the IT department has no idea what it is talking about.

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Nov. 30 2010




Call Center Operator iPacesetters Acquires Lead And Tech Firm ARGI

IPacesetters, a call center operator, has acquired ARGI. ARGI offers audience development, lead generation and marketing technology.

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Nov. 18 2010




Broker Roundtable: What’s the Outlook for Cooperative Databases?

This week’s question: What’s the Outlook for Cooperative Databases?

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