The Point

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Career Advice for a Young Marketer

The Point

It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. And yet, in the Twitter era, good business writing is a skill both in high demand and short supply. You’ll wear more hats. You’ll learn how to sell (see #4, below.)

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Does Demand Generation Really Generate Demand?

The Point

An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. I haven’t asked Joe directly, but I believe he means that, in the absence of a genuine need for a product or solution, marketing rarely creates that need. Marketers capture demand vs. generate it.”. What does that mean exactly?

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Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

The result is fewer unqualified leads from people who would never buy your product. For more tips on effective social advertising, download our free white paper: “ Social PPC: Tips for Successful Ads on Twitter, LinkedIn & Facebook. ”. The post Why this LinkedIn Ad Works: 2 Key Tips for Success appeared first on The Point.

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Do Lead Nurturing Campaigns Always Need an Offer?

The Point

As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute. Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing.

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3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

The Point

Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. Increased Developer Productivity. Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time and eventually turn into actionable sales leads.

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Branding is Not Demand Generation. Stop Pretending That It Is.

The Point

They’re not, and here’s the simple reason why: Demand generation, by definition, generates measurable demand for your product. At the wide top of the funnel is demand generation – raising awareness about a product and engendering the brand to a customer. Well, OK, it might do those things, but that’s not its purpose. Wait, what?

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8 Things Your CEO Can Write About On His/Her Blog

The Point

Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. Best Practices – strategies, tips and techniques for improving results, ROI, efficiency, productivity, value, etc. Title your post with search results and Twitter in mind (i.e.

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