How to Do Demand Gen During the Pandemic

How to Do Demand Gen During the Pandemic

With over 20 years of experience in demand generation, I can normally use past learnings to help my clients shift their strategies and tactics to deal with market changes. But the COVID-19 pandemic? Nothing I’ve seen even came close to preparing me — or anyone else — for what to do next. Never have we … Continue reading How to Do Demand Gen During the Pandemic

How to Launch and Grow Your Digital Marketing Program

How to Launch and Grow Your Digital Marketing Program

So you’re ready to launch a digital marketing program. You’ve got a website with a CMS that is owned by marketing. You’ve got a hands-on digital marketing strategist on board, a design resource, and a data analyst to set up your basic measurement infrastructure, as we advised in part one of this series. You’ve checked … Continue reading How to Launch and Grow Your Digital Marketing Program

8 Things You Need to Win at Digital Marketing

8 Things You Need to Win at Digital Marketing

Now is a great time to launch a digital marketing program. Whether you’re a startup, or a mature company that has previously relied on PR and in-person events to generate sales, it should be very clear that digital has to be part of your marketing mix. With marketing budgets being reallocated from in-person events, and … Continue reading 8 Things You Need to Win at Digital Marketing

How to Take Your Tradeshow or User Conference Virtual

How to Take Your Tradeshow or User Conference Virtual

The COVID-19 pandemic has wreaked havoc on the corporate events industry, with huge, iconic tradeshows and user conferences scheduled for the spring and early summer of 2020 being canceled or postponed in rapid order. These are conferences that are held in huge venues, with tens of thousands of attendees, hundreds of show booths and dozens … Continue reading How to Take Your Tradeshow or User Conference Virtual

An Opportunity for Mindful Direct Marketing

An Opportunity for Mindful Direct Marketing

Marketers across the world are in the mode of reevaluating their marketing strategies, taking into account the economic and emotional states of our target audiences as well as reduced budgets. As we do so, there’s an opportunity to reexamine both the mindset and the approach we take in our direct marketing — that which is … Continue reading An Opportunity for Mindful Direct Marketing

3 Digital Marketing Experts Reflect on 2019 and Predict What’s in Store for 2020

3 Digital Marketing Experts Reflect on 2019 and Predict What’s in Store for 2020

2019 was a busy year for digital marketing. Platforms rose and fell (Think TikTok and Snapchat). Privacy rules forced marketers to create inventive workarounds for using customer data. And, in the pursuit of capturing the total customer journey, marketers put extra focus on data analytics — maybe to their peril. We invited three top growth … Continue reading 3 Digital Marketing Experts Reflect on 2019 and Predict What’s in Store for 2020

Is Your Digital Agency Paid as Percentage of Media Spend? Watch for These 5 Red Flags

Is Your Digital Agency Paid as Percentage of Media Spend? Watch for These 5 Red Flags

Do you pay your digital agency based on a percentage of the media budget they spend? If so, their incentives may be misaligned with yours, and it can lead to these common mistakes. Red Flag #1: Blending branded and non-branded search results. Is your search agency breaking out results by branded versus non-branded terms? If not, … Continue reading Is Your Digital Agency Paid as Percentage of Media Spend? Watch for These 5 Red Flags

Highlights from MAU Vegas 2018

Highlights from MAU Vegas 2018

The MAU (Mobile Apps Unlocked) conference in Vegas has established itself as the number one mobile growth conference. It should be on the calendar of all mobile app focused marketers. Last month was my third time attending (this was their fifth year running). The conference seems to have grown exponentially in size. With over 60 … Continue reading Highlights from MAU Vegas 2018

Retargeting Ads: Don't Overpay for Customers

Retargeting Ads: Don't Overpay for Customers

You may hear that retargeting provides amazing click-through rates, higher conversion rates and better ROI. (See CMO, OkDork, PPC Mode, Hubspot.) These bastions of marketing knowledge are misleading you! One thing that’s missing is that advertisers may be overpaying for customers coming from retargeting ads. As a rule of thumb, you should only pay about … Continue reading Retargeting Ads: Don't Overpay for Customers