Testing is one of the most important functions of demand generation, yet a lot of companies don’t test at all. But since testing and identifying winning programs means higher ROI and better results, it really should be the priority. Here are some tips on how to test: 1. Make sure to track results. Before you … Continue reading How to Test Your Demand Gen Campaigns for Fun and Profit
Field marketing was hit hard by the pandemic. When regional in person events came to a screeching halt, field marketers were quick to pivot to webinars and virtual events. Had work from home only lasted for a few weeks, they might easily have gone back to business as usual. Instead, they were forced to experiment, … Continue reading 7 Ways the Pandemic Will Change the Future of Field Marketing
How many times have you gotten this email from a sales person: Hi _____, I’m just checking in to see if . . . blah, blah, blah. This is typically a second email, one that follows an introductory or sales communication that you didn’t respond to. It usually has a familiar tone, breezily presuming you … Continue reading Beyond “Just Checking In:” How to Build Effective Nurture Campaigns
At a time when marketers are hearing that they need video, video, video, establishing realistic expectations for output and finding that middle ground between production value and ROI is the key to a sustainable video content program. One way to ensure a steady stream of video content is to have a staff videographer in house … Continue reading How to Make Video Content Production Sustainable
A new year usually means a sense of renewal for marketers, with a new budget and new objectives to achieve. But in the midst of the pandemic, a lot of us are asking what we can do to be effective right now. The truth is, none of us know. But, we can use demand generation … Continue reading Revisit, Re-evaluate, Reheat: Demand Generation Ideas for 2021
It’s not an overstatement to say that 2020 was a year of tremendous change. The pandemic rocked the foundations of every business and brought sweeping change to our personal lives. We saw the rapid acceleration of digital transformation, and large scale protests following the death of George Floyd. New data privacy laws took effect. Tech … Continue reading 2021 Digital Marketing Predictions from Top Consultants
Can anything stop the Facebook juggernaut? Despite almost four years of bad PR; a host of government inquiries into its practices; the pandemic and this past summer’s highly publicized #StopHateForProfit advertiser boycott, as an advertising platform Facebook is untarnished. While ad rates declined somewhere between 15-25 percent in March at the outset of the pandemic, … Continue reading 6 Tips for Improving Facebook Ad Performance Now
I recently conducted six social media audits in six weeks, for a mix of B2B and B2C companies across several industries, viewing 25 profiles across the major social channels. What does a social media audit entail? Everything from making sure profiles are up to date, to evaluating the quality of content and the level of … Continue reading 9 Ways to Move the Needle with Social Media
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
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