| | | What Works - What Doesn't | |  Lead | 12 articles |
| Page 1 of 1 | Previous | Next | WHAT WORKS - WHAT DOESN'T NOVEMBER 9, 2010  How Much Rope Should You Give a “Corporate Reporter?” found a really, really smart customer doing some leading-edge marketing automation -- but with a competitor’s product. Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. For those old enough to remember ink.). will profile brands and the people that work for them. I (of course!) | WHAT WORKS - WHAT DOESN'T JUNE 22, 2010 Why "Cost Per Lead" Is The Wrong Question Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer. But you’re actually asking to be bamboozled because you haven’t defined a “lead.” Naturally, the price goes up the better the “lead” is. veteran marketing director working for a social media startup told me recently that white-paper syndication services charge about $25 per lead, (names of individuals with certain titles, at a given size organization, etc. | | | | | |
| WHAT WORKS - WHAT DOESN'T JULY 21, 2010  Selling Your Weaknesses in B2B Content Marketing The post goes on to suggest “Reach, leads and sales should be some of the tangible metrics that are measured as part of social media marketing strategies.”. I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. Which they are. Did HubSpot shoot itself in the foot? The implied solution? | | WHAT WORKS - WHAT DOESN'T OCTOBER 12, 2010  Can PR Firms Find Gold in Marketing Automation Services? With fewer and fewer pubs to pitch to – and less bang for the buck in pitching bloggers who may or may not have influence – it seems like showing they can generate valuable leads for a client is a good move for PR firms. Or ve long had a gut feeling that this is a good way to go, and my belief has been confirmed my recent survey results cited by the DemandGen Report. Except I just did. | WHAT WORKS - WHAT DOESN'T JULY 13, 2010  Using Online Games To Sell Complex B2B Software Which leads me to ask whether you should wait to offer a prospect an online game until they are willing to invest all the time required to wait for screens to load, understand the rules of the game, work through the scenarios, and cope with problems like crashing browsers? But is asking prospects to spend the time playing an online game good for all parts of the sales cycle? Maybe. | | | | | | | |
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WHAT WORKS - WHAT DOESN'T | THURSDAY, AUGUST 19, 2010  Toyota Ad Shows Need For Outsider's Eye on Marketing Content
If a global, industry- leading giant like Toyota can miss this basic step, so can you. One of the biggest blunders tech marketers make is not clearly explaining what their products do. recent ad from Toyota makes this thunderlingly obvious mistake, and shows why it’s so important to get an outsider’s eye to review your copy. As everyone knows, Toyota has had some major quality and safety issues. So they’re developed something called the “ Star Safety System ” which they’re including in every car and truck they make, and telling customers about it in full-page ads. MORE >> -
WHAT WORKS - WHAT DOESN'T | MONDAY, APRIL 26, 2010  Boeing Redesigns Web Site Around Features. And the Business Case Is?
Technorati Tags: Boeing , B2B marketing , content marketing , Web site design , marketing , public relations As a hopeless aviation geek, I love the new Boeing Web site which leads not with corporate boilerplate, but with big, splashy photos of its airplanes and its people doing cool things. The site is certainly engaging, with dramatic still shots leading to videos of an ice-covered 787 undergoing deep-freeze testing, a personal story of how a Boeing employee played a role in the Apollo 13 rescue and a piece on an airborne laser missile defense system. MORE >> -
WHAT WORKS - WHAT DOESN'T | FRIDAY, APRIL 30, 2010  To Sell A Conference, Give Away Last Year’s “Takeaways”
So even if you don’t get the prospect for the conference, you might have a lead for a product or service sale. What great, usable content is sitting around your organization you could be using to attract conference attendees – or sales leads? Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office? It’s tough to get people to part with their money, or their time, to attend conferences these days. But one way to do it is to give them a sample of what they’d get if they attended. MORE >> -
WHAT WORKS - WHAT DOESN'T | TUESDAY, JANUARY 4, 2011  About Us
While he continues to write for Computerworld and InfoWorld , his prime focus is providing marketing material including email newsletters, blog posts, and white papers for leading IT vendors including AT&T, Microsoft, BMC, F5 and Cognizant. Bob has worked and consulted in the software industry for 25 years at leading software companies, including Arbortext/PTC, HAHT Commerce/GXS, WorkForce Software, Intuit, QAD and Sybase. Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry. MORE >> -
WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011 What Is Content Marketing?
You’ll also need a way to distribute your content, which can be anything from free blogging software to more expensive marketing automation systems that automatically score leads and send them to your CRM system. The most critical steps, though, are getting marketing and sales to agree on how to score leads and setting up new workflows so marketing has a better idea of which leads to send to sales, and which leads it should instead keep and “nurture” with more content till they’re ready for a sales call. MORE >>
- How Quality Content Is Helping IT Vendors WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011
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