Blog Archives

Funnel Cloud or Tornado: Understanding Your Marketing Funnel

It’s Tornado Season. Long, towering tornado clouds dot the landscape. Though scary, these forceful clouds represent an important marketing lesson: the power of the marketing funnel in its entirety. We see this frequently: companies focusing heavily on acquiring leads & customers at the top of the funnel, but not making any effort to continue the relationship afterwards. Some skip the

Posted in Marketing, Sales Tagged with: ,

Aligning Business Goals & Skills with the Right Email Service Provider

At the end of the day, email-marketing vendors are running a business. Meaning, their incentives may not exactly align with the business goals of their clients.  So you need to make sure you are getting the most out of the services you are paying for align well with your skills and business goals to get the best ROI. How do

Posted in Advertising, Marketing, Sales Tagged with: , ,

A (Short) Practical Guide to Using Content Marketing for Lead Generation

There’s a lot of buzz these days about inbound marketing as a lead generation strategy. Whereas traditional advertising is a “push” technique – that is you rent an existing medium (e.g. newspaper, television time, website space) to advertise and drive traffic to your business – inbound marketing uses the advantages of the Internet to “pull” people to your website organically.

Posted in Marketing, Sales, Social Media

4 Critical Lead Generation Metrics

Running a lead generation campaign without tracking the right metrics is a bit like driving at night without your headlights on. You very well may know the route home, but you’re just as likely to end up parked on your front lawn as you are in your driveway. In my travels I’ve learned that there are numerous helpful metrics to

Posted in Business, Marketing, Sales

A Test Driven Model for Marketing Success

There’s a concept, popularized in a 2004 book by Barry Schwatrz, called the Paradox of Choice (Wikipedia / TED.com video). The argument goes something like this: capitalism is great because its brought consumers a wide range of autonomy and options. However this same array of choice has increased anxiety and, in many situations, produced the inability to make a decision at

Posted in Business, Marketing, Sales