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You are probably like me and don’t want to read another article about marketing lessons from the recent US election, but a number of thoughts coalesced in my head that prompted me to write one more. Since some time has passed, I hope you will bear with me. Let’s start with an idea that is core to our experience living in today’s world: The filter bubble The filter bubble is ...
Party planning is a great way to think about account-based marketing (ABM). When you invite people to a party, no matter the size, you make an effort to provide something for everyone: food and drink options, fun activities that everyone can participate in. And you’ll even plan who sits at which table.
Sometimes I think about changing famous movie quotes to include marketing terms. I will admit that I may need to get out more, but these can be instructive in drawing some analogies to the topic at hand. Since this post is about leads, here are a few: May the leads be with you. Show me the leads. You can’t handle the leads. B2B marketing is often all about generating leads for sales.
Marketing can no longer function without technology. There certainly are instances where it’s gone too far and technology is now driving marketing. But most modern marketers start with the strategy and add the technology needed to achieve it. While it may seem obvious that marketing technology makes companies more efficient, making the wrong choices, especially in favor of s ...
We’ve all been to office parties where someone ordered pizza — but what about the ones where they go for lowest common denominator pizza? That’s right. Someone just ordered six cheese pizzas. It doesn’t matter if you’re a carnivore or an herbivore, this pizza works for you. It might remind you of a kid’s birthday party, but generally, no one is offended.
If you really tried to automate all of your marketing, the results would not be good. We have all seen examples of over-engineered, algorithm-based communications, and it always seems to have some element of whatever Hollywood “computers take over the world” scenario is most burned into your brain.
I stand before you today as a marketer. A modern marketer, if you will. We hear a lot about campaigns in our business. It is the core of what we do. These campaigns are our attempt to meet a goal in a specific time frame. Usually, there are prospects involved. And the goal is about getting those prospects to take an action.