• Unicorn Meat, Klingons and ERP Platforms – All the Write Moves: Part 1.1b

    ta’ jegh – That’s Klingon for “Content is King” (hey, don’t tell me you didn’t learn something today!) But unless you are at a Star Trek convention, that piece of unearthly wisdom is likely not going to earn you any merit badges of mainstream social inclusiveness or even build personal equity for your ascent up the Corporate ladder. Don’t believe me? Go ahead and infuse a little awkwardness by dabbling in Klingon speak with your friends over a beer, or perhaps during your next Quarterly Business Review. But I digress… Point is, as a Demand Generation professional, I find myself constantly swimming in the deep end of the content marketing pool – and I come across some great examples of extremely well-written, engaging and impactful pieces and then some, well – examples that might have well been written in Klingon. And all too often it comes down to missing what is typically rule #1 in writing: KNOW YOUR AUDIENCE! (Oh how my High School English Teacher Mr. Stroud would be so proud of me for that – except my grammar

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  • Land of the “Lost” – Local Business and the Evolving Advertising Landscape

    Running a successful small business can be a daunting task – keeping up with the challenges of advertising it can seem almost impossible. After spending the day fighting for every dime with suppliers, acting as the company’s judge and jury for all HR issues, balancing the books, forging partnerships, checking for product quality and inventory levels, and – oh yeah, acting as a marketing expert – who has time to keep up with all the advertising changes today. Fact is, for many business owners when it comes to advertising, they still go with what they know – and oftentimes it’s not the same story they once knew just a few years back. But the Advertising Landscape Seems to Evolve by the HOUR! And it’s not just the local business owner who feels this way – heck, there are multinationals with loads of resources zigging when they should’ve zagged when it comes to media – especially with “new” media. And when time is already not your friend, it’s that much harder to keep up with the changes. I can’t

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  • CRM – Opportunity Knocks! How Sales Can Help Marketing Help Sales

    Before I start, if you have a weak stomach or are prone to get nauseous in the face of cheesy sales lines, then look away until the next paragraph. If not, well, let me start by saying I used to be in sales and when I say “sales,” I mean I started in the worst variety: the “boiler-room” type. There, I was trained to blurt out all sorts of unthinkable lines, but there is one in particular that strikes me each time the word “opportunity” comes up: “Mr. Jones [I tap the phone on the desk], you hear that, that’s opportunity knocking!” Ugh… my stomach! Ok, you don’t have to look away anymore. Now, opportunity these days, thankfully, means something completely different to me than that “Mr. Jones” example. It’s something, as a marketer, that I use to gauge the potential success of my campaigns when using CRM in conjunction with Marketing Automation. I’m always looking ahead, trying to project out by using a pipeline multiple to give me some sort of an idea of

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  • Everyone Starts With An Audience Of Zero

    I mentioned my new page to a co-worker recently. I joked that I could very well have the greatest thing to say here in my first blog – but in the presence of my audience of zero, does it matter? So I start at the top – with how I fundamentally see the world of Demand & Lead Generation. I break it down into an acronym that has been used in the business world before: FOSA (formerly Facts Objections Solutions Actions – so technically I’m not complicating the world by adding a NEW acronym). To me, Demand & Lead Generation is a machine that requires Marketing and Sales to work hand-in-hand to be both effective and efficient. FOSA focuses on four things that are critical to help drive revenue (no matter how small or big your organization may be). Here is a very brief overview, and expect to see more detail in upcoming blogs: F – First interaction/purchase: Heavily focused on basic demand generation activities to feed and nurture leads in the top end of the

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